Newsletters Ezines Brochures


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This lecture focuses on the use of newsletters, e-mail campaigns and brochures in public relations campaigns.

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Newsletters Ezines Brochures

  1. 1. Newsletters, E-zines and Brochures Chapter 12 PR 313
  2. 2. Corporate Publications <ul><li>Newsletters </li></ul><ul><li>Magazines </li></ul><ul><li>Intranet sites </li></ul><ul><li>Web sites </li></ul><ul><li>E-zines </li></ul>
  3. 3. Purpose <ul><li>To advance the organizational objectives of your client </li></ul><ul><li>To serve the interests of the employees (who are also the readers) </li></ul>
  4. 4. Editorial Freedom? <ul><li>Unlike a traditional newspaper or magazine, there is less editorial freedom in this genre </li></ul><ul><li>The client is paying the cost of the publication – it is NOT meant to be “fair and balanced” </li></ul>
  5. 5. Beyond Propaganda <ul><li>You should be careful to include content that is of interest to the reader </li></ul><ul><ul><li>If it is just company “propaganda,” the readers will dismiss the information </li></ul></ul><ul><ul><li>Include news that is relevant to the readers and their jobs </li></ul></ul>
  6. 6. The Shift <ul><li>A shift is occurring from paper to online for corporate publications </li></ul><ul><ul><li>Online is more cost-effective </li></ul></ul><ul><ul><li>Print is still popular but costly </li></ul></ul>
  7. 7. Electronic Publishing Tools <ul><li>Microsoft Word </li></ul><ul><li>Microsoft Publisher </li></ul><ul><li>Adobe InDesign </li></ul><ul><li>Quark XPress </li></ul>
  8. 8. Templates Make it Easy <ul><li>Until you get comfortable with these programs, use the templates </li></ul><ul><ul><li>Downloadable or plug-in applications that already have the layout design ready </li></ul></ul>
  9. 9. Think Visual <ul><li>Present the info in a way that is visually pleasing </li></ul><ul><li>Use bullet points, if appropriate </li></ul><ul><li>Use graphics and bold fonts </li></ul><ul><li>Use white space to your advantage </li></ul>
  10. 10. Headlines <ul><li>Most people scan headlines to determine whether they will read the story </li></ul><ul><li>A kicker can be used to supplement (and contextualize) a headline </li></ul><ul><ul><li>Example: </li></ul></ul><ul><ul><li>VOGEL’S LEAVES PULLMAN </li></ul></ul><ul><ul><li>Popular Clothing Store Closes Down </li></ul></ul><ul><ul><li>WSU 37 – UCLA 15 </li></ul></ul><ul><ul><li>Victory for Cougars </li></ul></ul>
  11. 11. E-Mail, Memos, Letters, Proposals & Reports Chapter 14
  12. 12. Strategic Memos <ul><li>As part of your campaign, you may need to send formal memos that brief the stakeholders on the key developments </li></ul><ul><li>These should be written in an efficient, authoritative style </li></ul>
  13. 13. Internal E-mail Etiquette <ul><li>Get to the point…fast! </li></ul><ul><li>Remember that e-mail is ripe for misunderstanding </li></ul><ul><li>Minimize your distribution </li></ul><ul><li>Never assume your e-mail is private </li></ul><ul><li>Think before you “send” </li></ul>
  14. 14. E-mail Campaigns <ul><li>E-mail campaigns are powerful, but tricky to do successfully </li></ul><ul><li>Some companies are using e-mail as only part of a larger digital online campaign </li></ul><ul><ul><li>Mobile phone marketing/Text messaging </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Social networking campaigns </li></ul></ul>
  15. 16. Cutting Through the Clutter <ul><li>Your e-mail campaign will be competing for the attention of the public </li></ul><ul><li>According to some estimates, the average worker sends and/or receives 200 e-mail messages a day </li></ul><ul><li>But the biggest challenge is… </li></ul>
  16. 18. E-mail Filters & “Spam” <ul><li>Promotional campaigns via e-mail are often perceived as unwanted “spam” by users </li></ul><ul><li>Many e-mail filters prevent messages from even reaching the in-boxes of recipients </li></ul>
  17. 19. E-mail Campaigns <ul><li>A study was conducted on the use of promotional e-mails </li></ul><ul><li>It tested variables relating to the opening of promotional e-mails in one’s inbox </li></ul><ul><li>Of the e-mails sent, 27% were opened </li></ul><ul><li>Messages that included the company name or brand in the subject line had significantly higher open rates — as much as a 12-point increase. </li></ul>
  18. 21. E-mail Campaigns <ul><li>Images are not always more compelling than text, according to the study </li></ul><ul><li>B2B e-mail messages that were mostly text or had an equal amount of text and images generated higher click-through rates than image-heavy e-mails. </li></ul><ul><li>SOURCE: </li></ul>
  19. 23. E-mail Campaigns <ul><li>Messages were classified into seven different format categories. </li></ul><ul><ul><li>One column </li></ul></ul><ul><ul><li>Two or more columns of equal size </li></ul></ul><ul><ul><li>Two or more columns of varied size </li></ul></ul><ul><ul><li>Letter </li></ul></ul><ul><ul><li>Newsletter </li></ul></ul><ul><ul><li>Varied cell blocks </li></ul></ul><ul><ul><li>Postcard </li></ul></ul><ul><li>The data clearly show that consumers prefer the newsletter format, and businesses prefer the postcard or varied block format. </li></ul>
  20. 25. External E-mail Etiquette <ul><li>Make sure you have been granted permission to email your recipients through an online opt-in process or have been provided explicit permission offline. </li></ul>
  21. 26. External E-Mail Etiquette <ul><li>Ensure the mailing is clearly labeled as coming FROM the person or company that has a relationship with the recipient. If you use a FROM label that a recipient doesn’t recognize, it may prompt them to unsubscribe, even if they are actually interested in your services. </li></ul>
  22. 27. External E-Mail Etiquette <ul><li>Give your recipients an easy and obvious way to opt-out or unsubscribe from your mailings and remove them quickly from your mailings if they have already done so. </li></ul><ul><li>It’s the law and it reflects favorably upon your company when you act in a responsible manner. You don’t need the negative publicity that accompanies the “spammer” tag. </li></ul>
  23. 28. External E-Mail Etiquette <ul><li>Make sure your SUBJECT LINE reflects the content of your email. </li></ul><ul><li>When recipients think they’re being tricked into opening the email they often become resentful - and unsubscribe in mass numbers. </li></ul>
  24. 29. Structure of the E-mail Campaign <ul><li>Subject Line </li></ul><ul><li>Salutation </li></ul><ul><li>First Sentence or Paragraph </li></ul><ul><li>Body of Message </li></ul><ul><li>Closing </li></ul>
  25. 30. In-Class Activity <ul><li>Create your own bulk e-mail campaign for your non-profit </li></ul><ul><li>Write your e-mail pitch </li></ul><ul><li>Use I-Builder to test your mailing </li></ul><ul><ul><li>After you establish an account, you will have access to the online tool </li></ul></ul>