Communicator

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Take Your Company Newsletter from Drab to Fab Newsletters, whether electronic or print, are still one of the most popular ways to communicate to employees. And if you’ve ever worked on one, you know it’s a labour of love. It can take weeks, even months of work. But if you’re not taking the time to ensure it is relevant and attractive, your efforts will likely go straight to the recycling bin. So don’t let your hard work go unnoticed! Take your company newsletter from drab to fab with these simple steps: 1 REACH OUT TO EMPLOYEES You may think you know what makes an interesting read but if the newsletter content is not timely and relevant, employees will be less likely to read it. Reach out to your co-workers to see if they have any projects they wish to share or if they’d like to provide a quick department update. 6 A picture tells the tale Use visuals and photos to enhance the story. If you’re providing a report on the company’s food drive, include pictures from the event. If you’re reporting on research results, use graphs. A picture tells the tale and provides visual interest. 2 CUT CLUTTER Resist the urge to provide too much content. If you need to add more detail, provide a hyperlink or URL to more detailed information. Use bullets and subheadings to break up copy, which makes it easier to read and scan. 3 MAKE IT RELEVANT By the time a newsletter is sent out the content can be outdated. Make sure you consider this when looking at your publishing timeline. Events that occurred in January feel like ancient history if you’re reading about them in April. Report on current company initiatives and provide a sneak peak of upcoming ones to make your newsletter relevant. 4 OFFER VALUE-ADDED INFORMATION Offer best practices and/or trends from your company’s industry to provide another perspective. For example, if you work for a printing company, include an overview of the latest printing technology or highlight upcoming conferences that relate to the industry. 5 PUNCH IT UP A good design makes the newsletter come to life and will motivate employees to read it. A white background with punches of colour and an easy-to-read font is eye-catching. An awesome designer helps too! If your budget is lean and you’re not blessed with a great designer to work with, consider using a free online newsletter template like the ones on Microsoft’s website (http://office.microsoft.com/ en-ca/templates/). 7 Extra! Extra! Read all about it! Capture your reader’s attention with headlines that relate to the story. Instead of New Website Launches, try New Website Wows with 1,200 Hits on First Day. 8 Put their names in lights Include a message from the president or other executives on the first page; it’s an ideal opportunity for them to relay key messages to staff. You can also use quotes from employees about current projects they’re working on. It puts a “face” to the newsletter. 9 Ask FOR FEEDBACK Include a section that asks for feedback, and try to publish feedback in every issue. 10 Provide contact information Remember to provide contact information for each article so that employees can request further information. It also lets people know who is working on certain projects. Last but not least—have fun! The process of developing a newsletter can at times be frustrating, but in the end it’s worth it—companies that communicate well to their employees do better in the marketplace. For over 12 years, Rachel Baldacchino has written a wide range of materials for internal and external audiences including collateral, newsletters, presentations and web copy. Rachel currently works at Allstate Insurance in Markham. If you’d like to comment on the article, you can reach her at rbaldacc@yahoo.ca. 4 AUGUST/SEPTEMBER 2012 Communicator http://toronto.iabc.com/
Get on board and volunteer with IABC/Toronto! When I reflect on my time volunteering this past year with IABC/Toronto, I wonder what the heck took me so long to start. I learned a lot, grew in my role as Web Editor and Copywriter, and met incredible people. IABC/Toronto members are especially fortunate because of the abundance of opportunities to roll up our sleeves and flex our communications muscles. I spoke with three volunteers about their own experiences. “Since so much of the chapter’s volunteer-driven, I’m happy to have this chance to make my own modest contribution to IABC/Toronto’s activities,” said Neil Hrab, a Government Research & Policy Manager, who has been volunteering with IABC/Toronto since 2009. While volunteering is a wonderful training ground for communications newbies like me, experienced professionals also get a lot out of it. Neil agrees, “I enjoy helping out with Communicator, mainly by proposing ideas for articles and submitting pieces for consideration. The chance to meet and work with other chapter members in a shared endeavour is probably the top benefit.” Katherine Burlock, a Web Coordinator with the Alzheimer Society of Canada, has been happily volunteering with the Marketing Portfolio for the last two years. “This year, I was Co-director of the Marketing Awards. We promoted them through traditional and social media channels. I also helped at the OVATION Awards Gala on May 30 and we put together and edited the OVATION issue of the Communicator. Volunteering gives me a sense of accomplishment that I can make a difference.” Erick Bauer, a consultant with APEX Public Relations, is a first-time volunteer in the Member Communications portfolio, “I worked with a team to help implement changes to the website and blog. I also brought some of my digital experience by helping to develop best practices regarding social media and member communications.” I wondered if Neil, Erick and Katherine had any initial concerns about volunteering. “We’re all really busy—especially if our jobs require us to carry a Blackberry,” Neil replied, “but a little bit of planning ahead is all I’ve needed to ensure I meet Communicator article deadlines.” Erick’s concerns quickly subsided, “The process was extremely streamlined, which enabled me to volunteer whenever I had free time. Being able to adapt my volunteer role to my busy schedule definitely made it easier for me to be involved.” For Katherine, the commute was an issue, “My biggest trepidation about volunteering is that I live in Hamilton. Last year was a little easier, as I started working in Toronto, so after-work meetings and functions were easier to attend. Katie O’Dell, the VP of Awards, also made it easier by having phone conferences when we could.” I asked the trio if they had advice for anyone considering volunteering. “Find something you enjoy but you don’t necessarily do on a day-to-day basis,” said Erick, “I work in an agency that focuses almost exclusively on external communications, so being able to work with individuals who had experience in internal communications was a very valuable learning experience.” Neil answered, “Whatever your talents or interests are, and whatever amount of time you have to spare, there’s sure to be a good “fit” for you and an IABC/Toronto volunteering opportunity.” “Do it!” said Katherine, “there are so many benefits—people, advice, experience, fun, I could go on. Help out at the registration desk of an event you want to attend, or write an article for the Communicator. Volunteering is a great way to give back, and take full advantage of your IABC/Toronto membership. Of course, it also looks great on a resume!” Rachael Bloomfield has been an IABC member since 2009 and is an Advancement Coordinator for an independent boys’ school in Toronto. She’s also a graduate of both University Canada West in Victoria, BC and Centennial College. Why aren’t you advertising in Communicator? Don’t you want to reach 1,750 of the most invested and influential communicators in Canada? There’s a reason that IABC/Toronto is the world’s largest chapter— our country has a tremendous concentration of head offices and organizations in Toronto. This makes for a happening chapter that consistently engages career communicators with unbeatable benefits, great learning and tremendous networking. Reach all of them in Communicator. Please contact: Mary-Ellen Hynd at toronto-adsponsor@iabc.com for rates and information. http://toronto.iabc.com/ Communicator AUGUST/SEPTEMBER 2012 5
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