The document discusses newsletters, their purpose, structure, and best practices for creating effective newsletters. A newsletter is a regularly distributed publication about a main topic of interest to subscribers. The key elements of a newsletter include the email subject, headline, content, links, and calls to action. Newsletters should be concise, relevant to the audience, and aim to get their attention, trigger actions, market products or events, and inform or educate readers. Analytics can then measure a newsletter's effectiveness to help improve future newsletters.

1. Newsletter That Works
Session 10 - PR Media Production

2. What is a Newsletter?
A newsletter is a regularly
distributed publication
generally about one main
topic that is of interest to its
subscribers. General
attributes of newsletters
include news and upcoming
events of the related
organization, as well as
contact information for
general inquiries.

3. Newsletter format
e-Newsletter /
email marketing

4. Newsletter format
printed newsletter

5. Purpose of Newsletter
Get ATTENTION/AWARENESS to your business or
your website (or basically anything you want the
audience to go to)
Trigger ACTION (to click, to call, to donate)
MARKET and PROMOTE readers about a certain
product and/or event
INFORM and EDUCATE readers about certain
information and/or product

6. Is it still important?
YES! Particularly e-Newsletter.
All the more so, because:
People have less and less time,
hence the need to get concise
update
Cluttered information, hence the
need to stay updated with relevant
information
Fast-moving information, hence
the need to stay updated with the
latest information

7. Structure of a Newsletter
email subject

8. Structure of a Newsletter
Important
links
Headline
Call to
action
Content
Social links Important
links

9. Four important actions

10. Email Subject
The first decision readers make
It has to capture attention and drive action (to
open the email)
Short, catchy, relevant to the audience

11. Important Links
Provide options to
readers
One click to place(s)
where you want
people to go, other
than your main call
to action.
Unsubscribe has to
be made easily

12. Headlines
Deciding factor whether
people want to read
further
Write dynamic headlines
with actions verbs that
evokes curiosity
Well-written headlines =
well-read articles = well
read newsletter = loyal
readers

13. Exercise Scenario
UI is launching its newest program, the International
Dual Degree Program in Communication. This is a
joint program with the University of Queensland in
Australia, with 2 years program in each university.
UI wants to send out newsletters to parents of
prospective students and to its alumni network.
Create a catchy email subject + headline for the
newsletter.

14. Rieska, Jasmine, Sasa
Subject: Universitas Indonesia’s International Dual
Degree Program
Headline:
An international experience : UI and UQ establish a
partnership for communication studies.

15. Tasya, Adlin, Sasya
Subject: Open Registration for Dual Degree Program
2015
Headline: Discover the experience of pursuing future
in two countries at once.

16. Amira, Febi, Sasti
Subject: A Fresh Learning starts here:
Communication UI Dual Degree Program
Headline: Expand your knowledge globally through
communication

17. Ifan, Iqbal, Sunyoung
Subject: Reasonable Value, Big Opportunity
Headline: For those who want to study abroad, this is
the big opportunity to gain more global experience by
joining the communication international program.

18. Nadine, Saski, Mag
Subject: UI’s new dual degree program provides a
local foundation for an international career
Headline: Exploring exciting international education
options through UI’s new partnership with UQ.

19. Meryl, Kimiko, Tatya
Subject: From us and UQ; to you and your children
Headline: Open the path to dual degrees from
Universitas Indonesia and the University of
Queensland for your children now!

20. Raisa, Aliya, Charina
Subject: Easy steps to have a dual-degree program
Headline: Go to Australia with communication
program in Universitas Indonesia.

21. Alyssia, Danau
Subject: International education for a better future
Headline: Join UI’s communication program in going
to the land down under.

22. Corry, Ihsan, Shabilla
Subject: You’re invited to get a double degree from UI
and Australian university
Headline: At last! Discover your ultimate future with
UI’s new double degree program.

23. Content
Think about
RELEVANT TOPIC
first
VARIATIONS could
be a good idea to
cater different
concerns
Write excerpt that
interests reader to
read more
Use VISUAL aids

24. More on Content
Content should be
structured like inverted
pyramid - starting with
the most important part
first
Answer 5W+1H
concisely throughout the
article
Add human touch:
comments, quote, survey
result, photo.

25. Social Links / Button
Important to engage readers in a platform they are most
comfortable with
Important to engage readers further through your other
network
Leverage the readers’ network to promote our company

26. Maximizing Newsletter
Think about your AUDIENCE
Do a PROPER RESEARCH prior to writing your newsletter:
on what topic are interesting and relevant right now
what valuable insight can you provide
get accurate and accountable data, comments, quote, statistics
Make it UNDERSTANDABLE for everyone - not just for you
PROOFREAD everything before you proceed to layout, and
before sending it out
Be concerned first with how it READS, before thinking about how
it LOOKS
Be VISUAL
KISSS - Keep It Short and Simple, Stupid

27. Beyond the Basics
Newsletter should reflect your organization’s overall
communications strategy.
Who are your stakeholders?
Who do you help?
What, in a larger sense, is the message you are trying to
promote?
Your organization’s “brand” should extend to your newsletter:
have a distinct and credible voice, and remember that the
purpose of all communication is to give your audience the tools to
further promote your work.

28. Developing Content
Think about the audience, and
BRAINSTORM on ways to engage
them
Think broadly about the work your
organization does, and what kind
of “lifestyle” content is relevant.
Think also about showcasing your
company’s personality -- tell stories
about changes you bring to
people’s lives.
Think about relatable issues
between the readers and the
people you serve.

29. `
Use newsletter program, such as MailChimp, that
provides analytics on your newsletter
Compare between the metrics: how many email
recipients, how many opens the email, how many
clicks, how many act on your CTA., how many
unsubscribe, locations, etc.
Take notes on what article people click on.
Build from the analysis - do better next time. Measure
again, analyze again, do better again.