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Corporate Journalism and Publications - Summary Lecture Part 1


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A lecture for polytechnic students on the print communication tools in corporate communications.

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Corporate Journalism and Publications - Summary Lecture Part 1

  1. 1. Corporate Journalism & Publications Summary Lecture Part One Sherrie Lee
  2. 2. Corporate Messaging: Taglines
  3. 3. Corporate Messaging: Thematic approach
  4. 4. Corporate Branding: Logo placement, colours
  5. 5. Types of Communications Tools Print & Non-print
  6. 6. IDENTIFY Types of toolsUses in Corp Comm environment Features Advantages & disadvantages TEST TIPS
  7. 7. EVALUATE appropriateness of toolsSpecific message to be conveyed Purpose or objective Audience and stakeholders Budget TEST TIPS
  8. 8. Newsletters/Magazines Annual Reports Brochures/Flyers Posters/Banners Commemorative Books Ad hoc PublicationsFlickr: nesster
  9. 9. Image: intermediaglobal.comNEWSLETTERS
  11. 11. Types of newsletters Production considerations Feature writing styleFlickr: timetoembark
  12. 12. InstitutionalTYPES OF NEWSLETTERS Employee Association Community Group Special interest
  13. 13. CONSIDERATIONS Budget Frequency Circulation Method of distribution In-house /outsourced Flickr: jeffwernerNEWSLETTER PRODUCTION
  14. 14. SPECIFICATIONS No. of pages (in 4s) Binding methods: fold, saddle stitch, perfect bind, spiral bind Size Colour Flickr: avelino_maestasNEWSLETTER PRODUCTION
  15. 15. FEATURE WRITINGAn article that features something as its central point or theme
  16. 16. THE LEAD Delayed lead Used to create ambience and entice reader into story May start with a quotation, question, description Summary lead/Image: Inverted pyramid Captures key info early Not often used for features
  18. 18. ANNUAL REPORTS Comprehensive report on a companys activities throughout the preceding year Provides information about the companys activities and financial performanceAimed at shareholders and other interested people
  19. 19. ANNUAL REPORTSStatutory requirement for allpublic listed companies andstatutory boardsTells where company is goingin the futureMarketing and public relationstoolPermit is needed for publishing annual report
  20. 20. ANNUAL REPORTS: CONTENT Message from Chairperson/CEO Corporate Profile Operations Overview Highlights of the year Financial Summary Balance Sheet & Income Statement Independent Auditor’s StatementImage:
  21. 21. CORP COMMS INVOLVEMENTCollate info - requires working with:Chairman/CEOCompany SecretaryFinance/Investor Relations DepartmentsDeal with Designer and PrinterDraft corporate sections e.g.Chairman’s StatementOperations OverviewList of Board of DirectorsProofread and Translate (if needed)Press checks
  22. 22. BROCHURES Image:
  23. 23. Target Audience/PurposeFormatHow info is organisedPosition brochureStandalone/part of a seriesLength/Pages/Folds/SizePaper quality/finishesBudgetUsageImage to be projected Image:
  24. 24. Image:
  25. 25. Front Cover Logo, Company Name and Tagline TaglineCompany’s contact Company name and logoinfo Back Cover Company’s contact info Image:
  26. 26. Image:
  27. 27. Inside Front Panel Most important panel Essence of message Good location for a glowingOutside back flap Outside middle panel Outside front panel testimonial Usually written last Inside front panel Inside middle panel Inside back flap Inside Panels Complete description of the intended message e.g. what the company does and its full suite of products/servicesImage:
  28. 28. Image: printat284.comImage:
  29. 29. Quick way to disseminate info Reach large audience Single sheet / double-sidedImage: (optional)
  30. 30. Limited informationEye-catching design Relatively inexpensiveShort term impact Image:
  31. 31. Conversational, direct to target audience Include message in headline Use company logo/graphic Use white space to break up text
  32. 32. Keep text short and simpleInclude a “call for action” Include contact info
  34. 34. Large, usually in colourDesigned to be seen by people on the move (crucial) Dominant visual componentMinimal text - key info Image:
  35. 35. Costly to produce (size, material) Announcements/ provide info Put up at locations where intended target audience is likely to pass byImage: