How to write a good newsletter. Fact sheet, newsletter, bulletin Bulletin of the organization

AT last decade in Russia, many organizations began to regularly publish written materials intended for internal use. The fact is that for various reasons, management is increasingly beginning to feel the need to bring to employees all sorts of information regarding both the organization as a whole and its divisions, both reporting on current events and plans for the future. And this despite the fact that in this particular organization, for example, a large-circulation newspaper that has long been familiar to everyone and is popular among employees continues to be published. The difference lies in the fact that the newspaper is published and prepared by journalists (either full-time or freelance), and the newsletter is made up of public relations specialists, and the goals of these internal publications are quite different.
As for the title of written materials, about which in question(newsletter, information leaflet, bulletin), then, as the analysis shows, there is no uniformity in their naming in various organizations. Different organizations use different terms to refer to materials that are essentially the same, both in purpose and in content. AT this moment it is rather difficult to say which of the names - a newsletter, a newsletter or a bulletin - will replace the other two in the future, or maybe this will not happen at all, and these three terms will remain full members in one synonymous PRdu. For convenience of presentation, the term “newsletter” will be used throughout this book, but in the section where samples of these materials will be given, we reserve the right to refer to them as they are called in this organization.
So, what are the goals pursued by the management of the organization, distributing materials of the "newsletter" genre among employees?
- INFORMING ABOUT THE CASES OF THE ORGANIZATION AND ABOUT THE EVENTS OCCURING IN IT. Individual issues may have as the main theme a story about the prospects for development, or about the financial situation, or about structural changes in the organization. The sooner employees get information about things that directly affect their interests, the better. And it is very important that they receive such information directly from the management, and not from rumors or from secondary sources.
- MOTIVATION OF EMPLOYEES. Make it clear to employees that they are an integral part of the organization, that their well-being and future well-being are entirely related to the successful functioning of the entire organization. Show employees that management cares about each of them, that the difficulties of each of them are not only his personal business.
- RECEIVING FEEDBACK. Management wants to be aware of what employees think about the upcoming changes, what their reactions are, their ideas and suggestions, what they are concerned about.
The most basic constituent element of the newsletter is the news, which is contained in the meaning of the word itself. Therefore, as in any other news material, the newsletter should contain answers to the questions: who? what? where? when? why? And How?
Since the volume of the newsletter is often limited to two or four A4 pages, the articles in it are mostly short, and the style of presentation is neutral. In cases where a newsletter or information sheet consists of 4-8 pages, in some organizations it is called a "bulletin", and in others it is also called a "newsletter".
The public relations specialists responsible for preparing the newsletter have to play the role of reporters, collecting information by department; they have to work with the most different materials relating to the work of entire departments or individual employees in connection with their special successes, discoveries or achievements, or in connection with calendar dates, etc.
It is through the bulletin that employees receive timely (usually in a compressed form) information about events in the organization. The bulletin, providing specific information, always, albeit in an implicit way, explains to the employees the mission of the organization, the goals and tasks facing it. This is done through the choice of topics for the newsletter, through highlighting the overall positive climate prevailing in the organization, through a respectful manner of conveying information to employees.
The bulletin is in many ways similar to an internal newspaper, its task is to provide important information quickly at low organizational costs. Therefore, in the bulletin, when describing events, the use of the style of newspaper journalism prevails, with a commentary on individual private issues, if necessary. Events are always submitted taking into account the views and opinions of the organization's management in order to explain their understanding of the issue and thus influence the attitude of employees to the situation.
A newsletter (newsletter for an internal audience) usually includes a combination of messages with the following content:
- 50% - information about the activities of the organization itself at the present time;
- 20% - information about activities aimed at employees (the level of professionalism of employees, bonuses, allowances);
- 20% - information about the external environment and events (partners, competitors);
- 10% - information of a personal nature (increase in position, transfer of employees from department to department, retirement, dismissal).
There is no single, generally accepted format for this type of internal publication. The style and length of a newsletter depends largely on the size of the organization; in a large corporation this may be a glossy publication of 8-10 pages, while in a small company it may be four pages and less formal. However, it is easy to name the elements and sections that are usually present in any newsletter:
- content (usually placed on the first page to save space);
- the name of the organization, its address, the name of the editor (in the "content" column, above or below the text);
- editorial;
- letters from readers and answers to them;
- short review news on the organization;
- articles;
- ads;
- a calendar of upcoming events and dates important for the activities of the organization and its employees.
Until recently, many Russian organizations the newsletter was unidirectional and was practically a message from management to employees. But the need for feedback began to be felt by both parties, and notes appeared on the pages of the newsletter expressing the opinions of employees and their attitude to everything that happens in the organization.
Some organizations publish in parallel with the multi-page bulletin another, the so-called weekly operational bulletin, intended for middle managers. Usually its size does not exceed one page of printed text, and its purpose is to inform all heads of departments about the decisions taken and the events of the past week, as well as about upcoming changes or innovations.
Unfortunately, it is not possible to cite in the form of an illustration the materials of internal communication of any organization with the mention of its name for ethical reasons. Such information, if not of a truly secret nature, is nevertheless addressed to a specific group of people, employees of the organization, and not to the general public.
Operational Bulletin Sample
(the proposed version is created in the likeness of a real document)
(printed on company letterhead for internal use)
Operational bulletin on the results of the meeting 03.10.03.
1. Subject: Reforming the weekly meeting
2. Topic: Guidelines
3. Topic: Training new employees
4. Theme: Awards
(operational bulletin is not signed)

At its core news bulletin is a collection of information that is difficult or impossible to obtain elsewhere; it also helps the reader feel like part of a community.

The format of newsletters can vary widely, from a single sheet of A4 paper (sometimes folded in half) to a glossy multicolor edition that may even contain advertising.

As a rule, newsletters are intended for:

♦ schools, clubs, clubs and interest groups;

♦ firms (intracompany newsletters for own employees), suppliers/distributors - for marketing purposes and to maintain the "morale" of the staff);

♦ professional groups.

In England, every organization that publishes its newsletter in a large circulation and on a regular basis is required by law to send one copy of each issue to the British Library at: Legal Deposit Office, British Library, Boston Spa, Wetherby, West Yorkshire LS23 7BY.

What niche does your newsletter occupy?

To find out, use our "six questions" again.

♦ Why do you want to produce a newsletter? (goals).

♦ Who are your readers? (the audience).

♦ What do your readers want to know and what kind of topics are you going to cover? (content).

♦ Where else can your readers get the information they need? (again the content is of paramount importance, because if what you cover is already available elsewhere, your newsletter will be unclaimed).

♦ When are you going to release it? (frequency).

♦ How will it reach your readers? (format and distribution).

Once you have determined that there is a real need for your newsletter (especially if you expect people to be willing to pay for it), then you can safely move on to the planning stage.

Aims of the newsletter

Part of it depends on your audience. Make a list of your goals, then rewrite them in order of importance, and when you're planning your newsletter, keep the first three items on that list in mind.

Your goals may include:

♦ providing information (for example, dates of future events at your club, ticket prices and where to go to purchase them);

♦ distribution of important news (for example, about changes in business strategy and their possible impact on the work of the company's personnel);

♦ establishment of a new association;

♦ marketing services;

♦ business expansion.

Your audience

Who are these people and what are their expectations? This affects the format, content, tone and vocabulary of your newsletter. Pay attention to:

♦ age;

♦ socio-economic status and lifestyle (income level, education, interests);

♦ the likely time of receipt of your newsletter and probable place where it will be read;

♦ expectations of potential consumers of your information.

You'd do well to do some early research on your audience - for example, if you're running an internal newsletter, reach out to your co-workers to find out what kind of information they'd like to receive. If you are issuing a customer newsletter kindergarten, ask a few mothers what they would like to see on its pages. You can also try sending out a questionnaire to your readers or potential audience (however, the number of respondents can be quite meager, unless of course you promise them some kind of reward for participation), or simply ask your questions in a dialogue mode and tick the appropriate boxes of the questionnaire. sheet (or any other form that allows for quick analysis).

Where else do these people get the information they need? What can you do to deliver it faster and in a more accessible form? Ask yourself what added value your newsletter will bring to consumers.

Are there any features that will feature your newsletter? For example:

♦ Contact Information(for example, in a newsletter issued by gym,

the time of classes, their cost, the order of registration and who to contact can be indicated);

♦ poster of entertainment events;

♦ address of the head / editor / respected person to the readers;

♦ competitions;

♦ "announcements" - fragments of news that will be covered in detail in the next issue of the bulletin.

Your newsletter should have a well-thought out long-term structure so that readers can easily find the sections they need. Remember the newspapers and magazines that you usually read, because you can find it without looking desired pages with a horoscope, TV program, weather forecast or entertainment announcements. Your readers should be just as free to navigate your newsletter.

For example, if the heading "Upcoming Dates" is placed on page 6 in the current issue of the newsletter, it should be in the same place in the next issue.

The most important material should be on the front or back page, or on the spread, since these pages are the "high traffic points" of any newsletter. If these spaces are already filled, then place important content in the first half of the newsletter, as readers usually start reading from there. In the second half of the newsletter, place information that is of interest only to a certain part of the readers.

Production issues

Pay attention to:

♦ how often the newsletter is planned to be released. The frequency of release depends on the needs of your audience; it may also depend on the method of distribution, the length of time it takes to print, and the time you need to collect materials.

♦ how the newsletter is distributed - by simple distribution, mailing, or display at strategic locations such as clubhouses or shops where consumers can pick up or purchase it.

♦ the format of the newsletter - the impression and feeling of reading it. It will depend both on the expectations of your audience, and on the method of production and distribution, as well as on the content. If you send it by mail, it must fit in envelopes standard size and not be too heavy, as weight greatly affects the amount of postage. It is unlikely that a charitable organization would put out a thick glossy newsletter, because it looks expensive, and such an organization should first of all spend money on the charity itself. Color printing is too expensive, especially for small-circulation publications - if you are releasing a newsletter with a circulation of only 100 copies, then you will probably find that there is no need to do it in full color at all.

Consider:

♦ number and size of pages; they can be any size you like, but the most common and convenient sizes are A5 and A4. The number of pages depends on the needs of your audience, however, to simplify and reduce the cost of production, it is better to stick to one, two, or multiples of four;

♦ color - will the bulletin be in black and white, with one or two additional colors (for example, for headings or illustrations) or in full color?

♦ paper quality and density; lower quality means you have to be careful with illustrations as ink tends to bleed through paper, while higher quality paper is more expensive and can undermine your budget;

♦ Illustrations - photographs or line art?

♦ Are you going to place advertisements in the newsletter? If so, then your advertisers will want to know its circulation, release frequency, and target audience.

Production of circulation

If your newsletter is small and has a very small circulation, then you could probably produce it yourself using a desktop publishing system and a photocopier. If it is large enough (and therefore needs to be stitched together), belongs to the category of illustrated glossy publications (with their characteristic full color and many photographs on thick quality paper), or has a large circulation, then you will have to use the services of a professional printer.

Most cities have small commercial printers. If your budget is too modest, you can also ask the publishing department of your local vocational college if they can do the job for you.

The printer needs to get from you:

♦ style guide (a previous issue of your newsletter will do, or if it's the first time, a description of the design);

♦ already typed text, either on a floppy disk or in a form convenient for scanning (they can also type the text in a printing house, but this will require additional costs from you);

♦ illustrative materials;

♦ written instructions on how many copies to print

(always add half a dozen in reserve - including

including one copy for his archive and one for

♦ terms of performance of work (agree on this in advance). After some time, the printer will give you proofs, which you will return after making the necessary corrections, and

only then will your newsletter go to print.

Editorial style

AT figuratively"Editorial style" is a handbook with instructions for authors (and editors) on the required format of words, abbreviations, capitalization, and other such things in articles submitted to your newsletter. Such a memo will help to ensure style uniformity for him. The concept of editorial style usually includes:

♦ abbreviations - for example, if these are not well-known abbreviations, give the complete phrase first and immediately after it indicate the abbreviated spelling in brackets;

♦ capital letters - for example, using them only for proper names (trademarks, company names), but not for job titles; indicate whether the first word of the article should be in capital letters;

♦ dates - in full or in numbers? Is the day or month first? For example, January 1, 2002, January 1st, 2002, 01.01.02;

♦ italics - for example, using it only for foreign words and titles of publications;

♦ dimensional values ​​- for example, the presence or absence of a space between the digital part and the unit of measurement: 5 cm or 5 cm?

♦ numbers - for example, writing them in full if they are less than 20, and then in numbers; use of the % sign or the word "percentage";

♦ quotes - decide whether you will use double quotes ("he said") or single quotes ("he said"); this solution will also tell you how to deal with quotes within quotes (double quotes inside single quotes or single quotes inside double quotes), for example, "What do you mean by "now"?" -he asked);

♦ accepted spelling - for example, write "editors" or "editors".

Typeface

Headsets are divided into two main types:

♦ serif fonts

Such fonts have curly strokes at the edges of letters and are more suitable for long passages of text, as they are easier to perceive by sight. Many publications use serif fonts for body text.

It's a serif font called Times New

♦sans-serif fonts

These fonts do not have curly strokes and are well suited for headings due to their legibility and attention-grabbing ability.

It's a sans-serif font called Arial.

Always use both uppercase and lowercase letters for headings - uppercase alone is much harder to read!

original layout

Breadboarding is one handy way to help you improve the "look" of your newsletter. There is nothing complicated here. Divide your page into as many columns as you like, then decide where the illustrations are best placed, what size they should be, how much heading space you want (be consistent with font size and typeface so they are the same size and the same for the corresponding pages of different issues), and how the text will wrap around them.

Place important text on the top half of the pages - your reader looks there first.

One column

This basic, very simple version is usually used for A5 newsletters. Each article takes up the full width of the page.

For example:

it- one-column newsletter page

And this is the main text, letting you understand how. he looks. This is the main text, giving you an idea of ​​what it looks like. This is the main text, giving you an idea of ​​what it looks like.

Subscription to the information and analytical bulletin is open Russian Institute directors- a monthly review of Russian and foreign business and scientific publications on corporate governance issues, including monitoring of changes in legislative and other regulations and projects governing corporate relations, as well as an analysis of the best corporate governance practices in Russian and international companies

5 benefits or why you should subscribe to the RID newsletter

1. Information and analytical product created by professionals - experts and practicing consultants in the field of corporate governance
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Corporate Readers from companies of different industries and scales of activity: AFK Sistema, BetElTrans, GAZ, LUKOIL, IAC, Nizhnekamskneftekhim, OMZ, Rostelecom, Sberbank, Severstal, network company, Power Machines, Sibur, Surgutneftegaz, TAIF, Tatneft, TransContainer, etc.

Feedback from regular readers

B The RID newsletter is an opportunity to regularly receive a comprehensive picture of the development of corporate governance in its most important components (board of directors, executive bodies, internal control and risk management, information disclosure, corporate social responsibility, etc.), both in Russia and abroad, which is especially important for Russian companies that attract foreign investment and operate in foreign markets.
Gusakov V.A., Managing Director for Government Relations, Moscow Exchange

D For LUKOIL, as a global company, it is important to understand how our work to develop corporate governance correlates with the experience of companies in developed countries, with international best practices. In this regard, the RID Bulletin has been a useful tool for obtaining this information, as it provides ample the whole picture development of the legal framework and practice of corporate governance in Russia and abroad. Among the sections I would single out such as “Board of Directors”, “ Internal control and audit, risk management”.
Malyukov S.N., Vice President of LUKOIL

M The materials of the bulletin provide an opportunity to get a systematic understanding of the legal regulation and the actual practice of corporate governance in leading foreign and Russian companies. The information is concise and at the same time meaningful, which makes it easy to use.
Vasiliev N.V., Head of Division of the Department for Property Management and Corporate Relations of Gazprom

O very useful material, orienting in new trends in corporate governance and the development of corporate practice in general, and, in addition, containing a description of practical aspects useful for the work of the office of the corporate secretary. For example, issues of organizing the work of boards of directors, significant examples judicial practice.
Tsvetkov O.Yu., Head of Corporate Secretary Service, Sberbank of the Russian Federation

E This RIA project allows you to keep abreast of significant legislative novelties, publications in the media of practical value, as well as follow the main trends in corporate governance and inform the Company's regional divisions in a convenient way.
Moskovskaya E.S., Head of the Department for Legal Support of Corporate Relations of OJSC VimpelCom (Beeline)

The MGO of the Trade Union of Education began to cooperate with the Driving School of the Ministry of Foreign Affairs of Russia.

Now all members of our trade union will be able to get a 22% discount on training, which will save everyone who wants to "bridle the iron horse" up to 9,000 rubles.

The discount applies to training for obtaining a driver's license category "B" with both manual and automatic transmission. The training course will include classes under the driver training program in the amount of 106 hours of theoretical and laboratory-practical classes, as well as up to 56 hours of driving a car.

Theoretical classes are held:

1) In the daytime, by group recruitment.

2) In the evening from 18:30 to 21:00.

The theoretical course lasts 1.5 months.

Theoretical classes are held at:
Moscow, Denezhny per., 32/55. (m. Smolenskaya)

Practical classes and exams (city + site) are held at:
st. Durova (m. Prospekt Mira)

Upon completion of the classes, with the successful passing of the driving school exams, students are issued a Certificate of completion of the driving school, which allows them to proceed to the traffic police qualification exams for obtaining rights.

Cost of education:

1) Theoretical training block - 11700 (Benefit up to 9000 rubles based on price monitoring, which showed an average cost of training in the amount of 20000 rubles.)

2) Practical lesson: 900 rubles. on a mechanical transmission, 1000 rubles. on automatic transmission.

A nice bonus for all students of the driving school of the Ministry of Foreign Affairs will be the opportunity to pass the exam for obtaining a license in the traffic police at the "Special Purpose Center of the Ministry of Internal Affairs of Russia", where exams are taken by MGIMO employees and employees of the Ministry of Foreign Affairs).

Define the target audience. Before selecting content for your newsletter, take some time to evaluate your target audience Do a demographic analysis and find out what topics your reader might be interested in. For example, a public that is predominantly middle-aged women will probably not be interested in detailing the characteristics of a product. Instead, pick a topic that touches them on a personal level.

Choose a topic. Use multiple themes and create multiple sections. This way you will make your newsletter interesting for a wider readership. Like a multi-section newspaper, include a reader response section, letters to the editor, industry news, feature articles, etc. in your newsletter. Add consumer testimonials and recommendations for variety. .

Ask questions. Try to provide the reader with accurate information. To get the most out of your topic, ask yourself six questions: who, what, when, where, why, and how. The best articles tend to provide comprehensive information and answer all of these questions about the subject. You may need to do some research for this, such as an interview. But it's worth it if you intend to make a quality newsletter and gain the trust of your audience.

Study the topic. A subjective description of an object is not always reliable. Without proper research on the topic, you run the risk of presenting incorrect information that can mislead and even outrage your audience. Provide statistics, expert opinions, and citations to support your research. Be sure to provide a link to the source - magazine, website, book, and where necessary, indicate the name of the copyright holder.

Make the text understandable to the reader. To make the text easy to read, use precise and understandable vocabulary. Avoid excessive verbosity. For example, instead of combining an adverb with a verb, use a verb that has the same meaning.

Use interesting headlines. Come up with catchy headlines that will spark curiosity. Without an interesting headline, readers may find your article uninteresting and skip it. Headlines are one of the keys to winning reader loyalty, as a good headline means a well-written article and a good article means a good newsletter. If your article has multiple paragraphs, use subheadings to separate the text.

Proofreading. After writing the articles, proofread for typos and consistency of style and terminology. Don't trust automatic grammar and spelling checkers for proofreading. They are good for pre-checking, but cannot replace manual correction. Let the other person proofread your text for errors, as long as you work on the text, you can easily miss something. Remember - the adjustment is not superfluous. Once you have decided that the text is well edited, check it again. Even rare mistakes can sow readers doubts about your professionalism.