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

1. Corporate Journalism & Publications
Summary Lecture
Part One
Sherrie Lee

2. Corporate Messaging: Taglines

3. Corporate Messaging: Thematic approach

4. Corporate Branding: Logo placement, colours

5. Types of Communications Tools
Print & Non-print

6. IDENTIFY
Types of tools
Uses in Corp Comm environment
Features
Advantages & disadvantages
TEST TIPS

7. EVALUATE
appropriateness of tools
Specific message to be conveyed
Purpose or objective
Audience and stakeholders
Budget
TEST TIPS

8. Newsletters/Magazines
Annual Reports
Brochures/Flyers
Posters/Banners
Commemorative Books
Ad hoc Publications
Flickr: nesster

9. Image: intermediaglobal.com
NEWSLETTERS

10. PARTS OF A NEWSLETTER

12. Types of newsletters
Production
considerations
Feature writing style
Flickr: timetoembark

13. Institutional
TYPES OF NEWSLETTERS
Employee
Association
Community Group
Special interest

14. CONSIDERATIONS
Budget
Frequency
Circulation
Method of distribution
In-house /outsourced
Flickr: jeffwerner
NEWSLETTER PRODUCTION

15. SPECIFICATIONS
No. of pages (in 4s)
Binding methods:
fold, saddle stitch,
perfect bind, spiral bind
Size
Colour Flickr: avelino_maestas
NEWSLETTER PRODUCTION

16. FEATURE WRITING
An article that features something as its
central point or theme

17. THE LEAD
Delayed lead
Used to create ambience and
entice reader into story
May start with a quotation,
question, description
Summary lead/
Image: tvtropes.org Inverted pyramid
Captures key info early
Not often used for features

18. ANNUAL REPORTS

19. ANNUAL REPORTS
Comprehensive report on a company's activities
throughout the preceding year
Provides information about the company's
activities and financial performance
Aimed at shareholders and other interested people

20. ANNUAL REPORTS
Statutory requirement for all
public listed companies and
statutory boards
Tells where company is going
in the future
Marketing and public relations
tool
Permit is needed for publishing annual report

21. ANNUAL REPORTS: CONTENT
Message from Chairperson/CEO
Corporate Profile
Operations Overview
Highlights of the year
Financial Summary
Balance Sheet & Income Statement
Independent Auditor’s Statement
Image: theclipgroup.com

22. CORP COMMS INVOLVEMENT
Collate info - requires working with:
Chairman/CEO
Company Secretary
Finance/Investor Relations Departments
Deal with Designer and Printer
Draft corporate sections e.g.
Chairman’s Statement
Operations Overview
List of Board of Directors
Proofread and Translate (if needed)
Press checks

23. BROCHURES
Image: brainstormgraphics.com

24. Target Audience/Purpose
Format
How info is organised
Position brochure
Standalone/part of a series
Length/Pages/Folds/Size
Paper quality/finishes
Budget
Usage
Image to be projected
Image: landinidesign.com

25. Image: wiki.scribus.net

26. Front Cover
Logo, Company Name and Tagline
Tagline
Company’s contact Company name and logo
info
Back Cover
Company’s contact info Image: smiletemplates.com

27. Image: smiletemplates.com

28. Inside Front Panel
Most important panel
Essence of message
Good location for a glowing
Outside 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/services
Image: stocklayouts.com

29. Image: printat284.com
Image: bizinkprinting.com

30. Quick way to
disseminate info
Reach large
audience
Single sheet /
double-sided
Image: becauseicare.sg (optional)

31. Limited information
Eye-catching design
Relatively
inexpensive
Short term impact
Image: unaids.org

32. Conversational, direct to target audience
Include message in headline
Use company logo/graphic
Use white space to break up text

33. Keep text short and simple
Include a “call for action”
Include contact info

34. POSTERS & BANNERS

35. Large, usually in colour
Designed to be seen by
people on the move
(crucial)
Dominant visual
component
Minimal text - key info Image: srsc.org.sg

36. Costly to produce
(size, material)
Announcements/
provide info
Put up at locations
where intended
target audience is
likely to pass by
Image: hpb.gov.sg