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By Yvonne Meacham
Company newsletters are a great way to convey timely information about your firm, its products and offerings. And because they offer both entertainment and information, newsletters tend to have a longer shelf life than other types of promotions.
Newsletters may either be "house organs" (internal newsletters distributed to the employees of your company) or external newsletters, sent to a specific mailing list of your clients, partners, or potential clients. Even internal newsletters can be used to improve public relations: send copies of them with notes to your vendors, suppliers, and strategic partners. They'll appreciate this way of keeping in touch.
Some newsletters are easily produced using desktop publishing software and can then be printed internally or offsite depending on your needs, including budget and available staffing.
If you don't have the time or inclination to write your own newsletter, an agency can help. There are also generic newsletters available that you can send out under your company name. Some of them aren't too bad. Another idea is to co-create a newsletter with a strategic partner and send it to both company's mailing lists. Not only do you increase your mailing list, you add credibility to both companies by linking your names in print.
For all of their advantages, newsletters are seldom sent to the press. While they should contain newsworthy items, their format and publication lag time make them generally unsuitable as press materials.
Following are 11 tips for making your newsletters pull their PR weight. Although these tips apply primarily to printed newsletters, many also apply to electronic newsletters.
1. Write for your readers, not yourself. Always think about ways to benefit your readers with your newsletter.
2. Make your lead article interesting or they won't read any further.
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