Create Winning Newsletters By Parwathi S Mirlay WHAT IS A NEWSLETTER? A newsletter is all about news. A corporate newsletter is a periodical that bonds employees, and keeps them abreast of the latest in company events, news, and people. It is designed to create interest and awareness, and is a forum to share and own, for recognition and applause.
			Indus won an Award of Merit in the 2002-2003 STC Newsletter Competition. INDUS was rated the seventh best newsletter in the competition.

A newsletter editor's job is often a combination of many things - writing, interviewing, research, typing, editing, reviewing, designing, printing and so on. It is important, therefore, to plan your time well and look at this entire process in three chunks:

• TASKS

• CONTENT

• DESIGN

TASKS

Briefly, ‘tasks’ would involve everything you need to know in order to plan, schedule and execute. Here is a representative list of tasks for you. 

1. Analyse the client’s needs

2. Identify the newsletter image

3. Profile the target audience

4. Get an estimate of the client’s budget

5. Determine the time frame available for the first issue to roll

6. Decide on the image and quality needs

7. Discuss points 1 to 6 above and come to an agreement with the client

8. Collect design and production information

9. Establish a timeline for initial design options to be produced

10. Provide thumbnail layout options (at least 3) for client approval

11. Having chosen one, create a mockup with some information

12. Create a screen quality pdf for email.

CONTENT

All newsletters must contain timely information, inside information, trustworthy information and specialized information. Besides, here are some TIPS when it comes to content in general:

1.  Answer the five W's - Who, What, When, Where, Why in any article

2.  Don't overuse description, humor, value judgment, adjectives and nouns

3.  Use strong verbs. They make other words work

4.  Use simple words, active voice when required and direct questions

I normally divide Content into 3 main types:

1. Articles and information written by someone else that come in for publication. This is where you have to:

1.        Collect

2.        Review

3.        Edit

4.        Re-write

2. Information that you must collect and write about from scratch (like interviews, etc.) This is where you have to:

1.        Interview

2.        Collect supporting info and images etc

3.        Write

4.        Review

5.        Edit

6.        Get approvals

3. Reviews. All written matter ready for publication must be reviewed thoroughly many times.  You must review for:

1.        Consistency of usage

2.        Grammar

3.        Spelling

4.        Writing Style

5.        Accuracy of information

6.        Captions under images

7.        Correct logos etc

In a corporate situation, if you are coordinating and encouraging a group to write in, make sure you reduce the barriers. Make things easier for people to write in. It is their newsletter after all. Tell them:

• Just write in – length no bar

• If you can’t sketch – get your kids to do it!

• If you can’t write – photograph

• To participate and get mentioned

• To share a thought – just e-mail us

• Achieve at work and get applauded. We’ll write about you!

DESIGN

As important as the content, the issue of design can lead to broad-spectrum discussion. Beauty, after all lies in the eyes of the beholder! But, despite this there are guidelines, which when followed, could give you a good output that can’t go wrong.

The Masthead: conveys the image of the newsletter and the company. It must contain the name of the newsletter, issue date, and company logo. This much is a must.

Page Layouts: which include the use of columns, images, clip art, customized images, and artwork.

Color and Aesthetics: don’t be afraid to include color in your newsletter Just make sure it is elegant and appealing.

Simplicity: this is the key to successful design.

Regular Features: this purely depends on the kind of info you have, and the image of your newsletter. Most newsletters have regular features.

Copyright information: This usually appears on the last page at the bottom. It includes the name of the Editor, Publisher, Design and Content Consultant and copyrights for logos used.

Copyright legislation applies to all works, whether registered or not. This includes articles, audiotapes, books, charts, films, computer software, cartoons, photographs, videotapes and the like. If you are going to use copyright material you have two options: (1) get permission from the holders, or (2) re-work the material and give the author credit for the original work.

White space:. white space helps to keep your page uncluttered, frames your text, and provides a more balanced look

Fonts: don’t use too many. Make sure that the fonts you use are readable and used consistently across the newsletter.

Output: keep “Print” in mind. You have to be sure of how it will all look in a hard copy

Size: This must be frozen at the beginning, based on your budget; the hard copy prints numbers and the kind of information that the newsletter will carry. This is cast in stone and cannot be changed after the first issue rolls out.

Choose the right Paper: based on your budget, use of colour and images and the overall decision of quality agreed upon

File size: Keep the file size of  the pdf copy in mind. Usually all pdfs should be less than 1 MB so that it can be e-mailed without problems. They must also be screen quality and very readable and printable at another location.

The following process may be used if required.

References: The author has referred to writings by Cindy Lindsay, Communications Specialist, Ontario, CANADA.

(Parwathi S. Mirlay heads Xpression,  a Technical Writing Company in Bangalore. Xpression is the Editorial & Design Consultant for Softrek, the corporate newsletter of  i-flex solutions. In the last year, Softrek has won several international awards. You can contact Parwathi at psmirlay@satyam.net.in)

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