|
|
|
By Yvonne Meacham
3. Make the design interesting. Use a multi-column format and graphical elements.
4. Use graphics and photos generously. Use the "dollar bill" test: you should not be able to lay a dollar bill down on your page without it touching a graphical element.
5. Avoid clip art on external newsletters unless it's really excellent, in which case try hard to avoid it anyway. It cheapens your publication, though it's fine for a homey internal newsletter. If you do choose to use clip art, make certain it's all from the same "family" of style (don't put cartoon characters in the same publication with high quality line art, for instance).
6. Use two colors (black plus one accent color is fine); this provides a much more professional look than a one-color publication.
7. Use no more than two or three typefaces. Generally text is in a serif typeface and headlines in sans-serif.
8. Be eco-friendly. Use recycled paper where possible and let your readership know you're doing so.
9. Include an editorial box with contact information for the publisher, editor and staff so your readers know where to send their comments and suggestions.
10. Publish your newsletter on a regular basis (quarterly works out well for many businesses). Time publication dates to coincide with significant events when possible.
11. Ask for feedback regularly. You can do this by simply adding a "feedback please" line in your editorial box or by including a mail-back survey in the newsletter itself.
Newsletters provide an easy way to stay in touch with your target audience, and because they are generally well received, they are a communications tool that should be part of your public relations program.
About the author: Yvonne Meacham is a public relations columnist based in Portland, Oregon. She has been a public relations writer, editor and freelancer for more than 20 years.
- prev page -
|
|
|
|
Information Overload? Media in the next Decade
Technology is changing not only the way we receive content, but also the content we
receive.
Read Article
PR Strategy Revealed:
How Public Relations Differentiates and Positions
If every toilet paper was squeezably soft, what could you say about Charmin?
Read Article
|
|
|
|
