How to make your corporate newsletter better

This week, we yield our column to Ruel de Vera, our resource person on “Newsletter writing: Build your brand image internally and externally.”

He has some tips for us on this often overlooked, but crucial, internal and external communication tool.

1) The newsletter should be well-written: Either the writers or the editors of the newsletter must uphold a high level of excellence with the language. If the pieces are not well-edited, the newsletter feels like the company doesn’t value this exercise and is a waste of effort and money. The quality of the articles reflect the commitment the company has made to the newsletter and, in effect, the employees who will receive and read it. The company must invest in dedicated writers for the pieces which appear in the newsletter just as they should invest in the editors who will edit the pieces as well as shape the editorial identity of the newsletter.

2) The newsletter should be well-designed: The idea that a newsletter is all text is extremely old fashioned. Newsletters should be modern in design and have as many photographs as possible. All the articles should be illustrated as much as possible. Again, companies need to invest in the photographers, illustrators and designers of their newsletter because, as mentioned before, this reflects the company’s investment in the employees.

3) The newsletter should be up to date: There is nothing like an outdated newsletter to make employees feel like this is all just an exercise in futility. The newsletter has “news” in it, not “history.” Make the items as accurate and updated as possible. The articles should also be new, not recycled material. Employees have read company material so they will recognize when the material has been used before. They will respond to material that has been crafted specifically for them for the first time. Again, the newsletter is for the employees not just the bosses.

4) The newsletter should represent your company: Because the newsletter is essentially the messenger for your company internally-and perhaps externally-it should promote the image and push the message that exemplifies your firm. Your newsletter is your company in print or online form.

De Vera will conduct the “Newsletter writing: Build your brand image internally and externally” workshop on May 7, 2018. It features lectures and exercises to give participants the chance to plan and execute prototype newsletters, whether printed or online. This is a chance at turning a corporate communications afterthought into a corporate communications breakthrough.

The workshop is also beneficial to people who create newsletters for clients, club members or constituents.

De Vera is a multiawarded writer and author. He also teaches writing to college students of Ateneo De Manila University and to young professionals.

The Inquirer Academy is at 4168 Don Chino Roces Ave. corner Ponte St., Makati City. For more information about the workshops or if you would like to add your input on the article, pls email [email protected], call (632) 834-1557 or 771-2715 and look for Jerald Miguel or Judy Bondoc, or visit www.inquireracademy.com.