PR 317 Ch. 12 Notes

Summary of the Balancing Act of Editors -

- An editor must balance management expectations, employee needs, and journalistic standards. - A publication's format and content should reflect the organization's culture, goals, and objectives. - Today's employees want periodicals that address their concerns about the economic health of the organization and their job security. - Every publication should have an overall mission statement. An annual editorial plan outlines the kind of stories and features that will support the organization's priorities.

Why do Companies Still Produce Printed Annual Reports ?

There are several reasons for this - 1) Financial analysts and portfolio managers still request a printed annual report to review prior to meeting with the company's management. 2) A printed report has a beginning, middle, and end that makes it an easy-to-follow narrative that avoids the disjointed pages and links of an interactive version. 3) A printed report represents a tangible item that often projects the human side of an organization better than looking at the same material in digital form.

Finding a Printer -

- A variety of printers and printing processes are found in every city. - You should meet with several of them to discuss your particular needs and their capabilities. - Look at samples of their work. - Find out what various services cost. It is particularly important to find out what software publishing programs they use and what format is preferred for submission of copy and artwork. - Most printed pieces are designed using programs in Adobe Creative Cloud, such as InDesign, Photoshop, and Illustrator. - The page layout program QuarkXPress is still used by a handful of designers today, but the Adobe products control the lion's share of the market. - Almost all commercial printers can print from high-resolution PDF files. - Talk to your printer to make sure you are supplying the files needed to print your document successfully. - Remember that printers want to help you, but you have to provide them the correct files. - Don't be afraid to ask question. - All printing today is digital in that printing plates are made directly from computer files, but the term "digital printing" has another meaning, too. - Some printers have invested in professional digital printers, which are more like photocopiers or laser printers than like traditional offset printing presses. Digital printing does not use printing plates. - There is some loss of fine detail in digital printing, but for some projects the results are good enough. ex. For example, consider digital printing if you need several versions or a relatively small number of printed pieces, such as a business card with different images or names. - Digital printing costs more than offset printing per piece, but there is no set up cost in digital printing and the turn-around time is faster. - You should get bids from several printers to get the most value for your money. - In order to give you a cost estimate, printers will ask you to give them all the specifications of the publication you are planning.

Photos and Illustrations -

- All publications need strong graphic elements to attract a visual generation of readers. - Photos must be tightly composed or cropped for impact, and a good photo should be used in as large a format as possible. - A common criticism of organizational periodicals is that they use tiny photos awash in a sea of type. - Another major complaint is dull and boring pictures. - There are three types of photos that show up on a regular basis in club and business newsletters, but should be avoided as much as possible : (1) THE AWARD. This is the "grip and grin" photo of two people shaking hands, jointly holding a giant check, or holding a trophy or a plaque and smiling at the camera. (2) THE POLICE LINE-UP. Five or six people standing in a line and staring at the camera with their hands at their sides or even worse, using them as a fig leaf to cover their crotch. (3) PRETEND WORK. Two or more people looking intently at a computer or a machine, pretending they are actually using it as part of their work assignment. - In general, the best order is photo, headline, and text. - Never place a photo at the bottom of the story. - Justin Allen, writing for Ragan.com, makes another suggestion: "For every photo of execs shaking hands at expensive dinners and parties, include three photos of 'regular' workers hard at work." - Computer-generated graphics and imported clip art are commonly used in periodicals. - Clip art is available in Microsoft Office, on CDs, or through Google Images or other websites, such as iStockphoto. - In addition, if you see something in another publication or book, you can use a scanner to import it into your computer. (Be certain not to violate copyright laws.) A better use of scanners is to import graphic designs commissioned by the organization.

The Value of Print Publications -

- Although organizations frequently use communication vehicles such as intranets and email to communicate to employees, most professional communicators agree with Mark Twain, who once said, "The reports of my death are highly exaggerated." - Indeed, newsletters and magazines in print form—as well as brochures in countless formats—are still alive and well in the digital era. - In fact, the highest-circulation magazine in the United States—AARP The Magazine, a bimonthly produced by the American Association of Retired People (AARP) for its members—has a circulation of 22 million. - In 2014, digital editions of all magazines increased 37 percent but still only represented 3.5 percent of total magazine circulation, according to The Alliance for Audited Media. - The Corporate Executive Board Company reported that 74 percent of its member companies, which include 90 percent of the Fortune 500, have employee newsletters. - Of those newsletters, 4 percent publish in print only, 35 percent publish in print and online, and 61 percent publish online only. - CEB concluded, "[I]t's unlikely that the newsletter will become obsolete. Companies with a lot of non-wired employees (manufacturing companies, energy companies, logistics companies, etc. whose employees don't sit at a desk all day) will likely keep their newsletters, as they'll never be able to rely on intranet." - Printed publications will continue to be produced for several reasons. ex. Many organizations, for example, still find them to be the most efficient method of reaching their entire workforce. - This is particularly true of many companies that have field staff and plant workers who have limited access to electronic communications via computer or smartphone. ex. Walgreen's World magazine, for example, must be in print form, because the majority of the company's 251,000 employees work in the stores rather than at a desk. - Readership studies have shown that 65 percent of these employees read the magazine during their 15-minute breaks or on their 30-minute lunch hour. - Crystal McKinsey, founder and CEO of the integrated marketing communications firm McKinsey Development, said that despite the predominance of digital communication and the evolution of print communication, print is still an essential part of most communication campaigns. - "You can touch it, feel it, distribute it and share it in a way that is more tangible than digital outreach," she told Connect Daily magazine in 2014. - "The key to successful print inclusion in marketing plans today is creativity," McKinsey said. - "Print pieces that are unique, interesting, and on brand with the rest of your integrated plan are more likely to gain response.Instead of sending out a direct mail piece with push messaging, consider mailing an invitation to visit a personalized URL that hosts content enticing enough to inspire the next user action, for example." - One advantage of a print publication is its portability. - Employees can easily pass the publication or brochure around to their family and friends in almost any situation, and a magazine often has a shelf life for long periods of time as it sits on the family coffee table or in the doctor's waiting room. - The look and feel of print publications, coupled with the content, also make a powerful, positive impression on clients, prospective customers, and opinion leaders. - In other words, a well-designed and well-written publication conveys the image that the organization is highly successful, well managed, and a market leader. - Although it is clear that print publications are not "obsolete," or doomed to extinction anytime soon, they are changing to accommodate digital technologies. ex. Email, mobile apps, text messages, and the aforementioned company intranet are excellent channels for giving late-breaking news and daily updates, but newsletters and magazines are better vehicles for in-depth analysis and feature articles that can point to supplemental online resources. - Print publications play an important role in driving readers to content on the Web. ex. A print story might give the highlights of the CEO's speech, but the story can also direct readers to the website, where interested individuals can view the entire speech or video excerpts. - In the same vein, a story on employee benefits can provide links to more detailed information. - Thus, the "traditional" media and the "new" media continue to complement each other and have an interactive relationship - This means that the editors of these publications have several roles to play.

Planning and Writing Annual Reports -

- An annual report usually covers every aspect of the organization. - Consequently, every department head may want input, and each may have different ideas. - The task of the public relations people involved is to coordinate, plan, consult, write, design, and produce the report. - Tact, perseverance, and determination to get the job done are essential. - In fact, Ragan Research notes that "The majority of editors, with the most crucial print document that their organizations put out, dread annual report time like the flu season." - Work on the report may start 6 months before the date of issue. (1) A first step is to establish a budget. - Glossy, four-color reports can be expensive, so it is important to know how many copies you will need. - With a budget established, you can start planning the report. - First, you should look at the last report; compare it with those of other organizations—especially those in the same industry; criticize it; think of ways to make it more informative, more understandable, and more useful. - One useful tool is focus groups with analysts and stockholders to find out what they want to see in your upcoming annual report. - When you have enough information, you can start consulting with key executives and establishing a theme for the report. - Basically, the objective is to inform, but a theme makes the report more interesting and focused. - Usually, it focuses on some aspect of the business that the company wants to showcase that particular year. - The theme of many corporate annual reports, after the Enron scandal and intense public scrutiny of executive misdoing, was corporate responsibility and accountability. - Other examples of themes include the following: - "I fight, I thrive, I investigate, I collaborate, I bounce back, I own it, I contribute" (Pfizer, with an employee illustrating each of the "I" statements) - "Relentless Forward Motion" (General Motors) - "Milestones and Momentum" (Harley-Davidson) - "Reasons to Believe" (Coca-Cola) - When the theme is established, it is time to think of design—how the report will look, what will be included, how the various elements will be treated. - Design, to a large degree, depends on what the corporation wants to communicate. - If it wants to project an image of success and dominance in the marketplace, the report may be a dazzling display of glossy paper, color, and state-of-the-art graphics. - However, if the company did not do so well the previous year, the presentation might be more low key, so stockholders don't think the company is wasting money. - Beth Haiken, vice president at the PMI Group, says it best in a PRWeek interview: "In a good year, more color, photos, or unique design features won't seem out of place. In a bad year, lean and clean is best."

Sample Intranet Features -

- An especially appealing aspect of an intranet is its potential for collaboration and social networking : EXAMPLE : - REI, a retailer specializing in outdoor gear and equipment, was "shackled by email," according to Diana Kowalsky, REI's internal communications manager. - REI communicators relied on monthly email newsletters to reach employees. But many employees, especially those who worked in the retail stores, didn't have company email accounts and were therefore bypassed. - REI developed an intranet they labeled "Around the Campfire." It gave every employee access to internal information when they simply entered the login they used to get employee discounts. - The REI intranet allows any employee to read and comment and contribute to corporate information. REI Director of Corporate Communications Libby Catalinich told The Ragan Report that "Around the Campfire" allows executives to "have a more candid and less guarded conversation with people" since they know they are communicating only with REI employees. - Many intranets offer some version of a collaboration feature like "Around the Campfire." - Such sharing features of an intranet can connect employees in far-flung branches to those in the organization's headquarters, providing an easy solution for global companies. - A study by Prescient Digital Media found that 76 percent of the companies it surveyed used instant messaging on their intranets. Three-quarters used blogs and about two-thirds have wikis, discussion forums, and user comments. - However, there's room for improving intranets, according to the study. Only 19 percent of the organizations surveyed rated their social intranet tools as good or very good. - On the positive side, about 70 percent of employees surveyed said they contribute to the intranet conversation or content at least once a month.

Trends in Content and Delivery -

- Annual reports change with the times. - They are considered the most important single document a public company can produce, so a great amount of attention is given to content, graphics, and overall design. - The objective is to ensure that the annual report reflects corporate culture and external economic conditions. - Several key themes in corporate annual reports are apparent: - CANDOR AND FRANKNESS. Global competition has caused the shrinkage of corporate profits and major dislocations in many industries. Consequently, many corporations are more candid in their annual reports. Johnson & Johnson, for example, once told annual report readers that the past year "...will be remembered as a year in which our company was severely tested on numerous fronts." - CORPORATE GOVERNANCE AND ACCOUNTABILITY. All corporations are under intense public scrutiny because of major scandals in financial reporting and executives receiving benefits in the millions of dollars. Consequently, many companies are being more transparent in their annual reports. - WEBSITES. As previously mentioned, most companies now make their annual reports, often with video excerpts from the annual meeting, available online. Digital versions of the annual report often focus on testimonies or input from employees and customers. One advantage of the online version is savings on postage and paper costs, but this doesn't mean that the print version is going entirely out of fashion. - MORE EMPHASIS ON MARKETING. Today, the annual report is also used as a marketing tool to increase consumer loyalty and build the company's image. General Motors, for example, featured a glossy color picture of its "World-Class Lineup" of automobiles in its annual report. - READABILITY. Annual reports are becoming more magazine-like, with summary headlines, easy-to-understand charts and graphs, simple question-and-answer sections, and more storytelling about employees, customers, and how the organization is making a contribution to a better world. This reflects the growing trend of distributing the annual report to a variety of publics—customers, current and prospective employees, suppliers, community opinion leaders, and others. - ENVIRONMENTAL SENSITIVITY. In an effort to portray themselves as environmentally conscious, many organizations use recycled paper and soy-based inks for annual reports. In addition, annual reports are becoming shorter, saving more trees. - CORPORATE SOCIAL RESPONSIBILITY (CSR). The public now expects corporations to be good citizens and to make a contribution to society. Consequently, corporations now include a summary of their CSR activities in their annual reports, or even take the step of producing another major brochure that exclusively focuses on CSR. - GLOBAL APPROACH. Corporations now have global operations, and the annual report functions as a capabilities brochure that markets a company on a worldwide scale. Some companies even translate parts of their annual report into several languages. The chairman's letter in Nike's annual report was translated into French, Spanish, and Chinese.

Summary of Annual Reports -

- Annual reports require considerable planning, resources, and design expertise. They are probably the single most expensive document that an organization produces. - Annual reports have to address the needs of professional and casual investors. - Annual reports used to be delivered to every shareholder via mail; now most are distributed primarily electronically.

Brochure Format -

- Before deciding on the format of print materials, get samples of items like those you want to produce. - Note how they were done, and be guided by them. - There are several basic formats, which have already been mentioned. - The most basic brochure is six or eight panels, folded - Brochures with multiple pages, however, need to be bound. - The binding may be saddle-stitched, which means the pages are stapled together on the centerfold. ex. Magazines such as Time, for example, are usually bound in this way. - If the booklet is large, it may be stapled on the side (side-stitched) or spiral-bound. - Another alternative is perfect binding, which is a glued binding with the brochure cover wrapped around the binding. Magazines such as Cosmopolitan are perfect bound. PREPARING A LAYOUT - - The layout is the plan for the finished piece. - It may be rough or comprehensive, but it must be accurate enough for the designer who assembles the parts to do exactly what you want. - One approach is to make a dummy—a blank-paper mock-up of the finished product. - It should be made of the paper to be used in the printed piece and should be the same size. - If the piece is to be a booklet, the dummy should be stapled just as the finished booklet will be. - If it is to be a brochure, the dummy should be folded the same way. - A shortcut, of course, is to do just a computer-generated layout. - With the dummy in hand, you can now plan where everything is to go. - For a leaflet, the layout will be complete—it will indicate what is to go on each page. - For a small booklet, the layout will also be complete, but if there are many pages, you will need to design only the cover and sample pages of the body. - The layout also indicates both type and illustrations. - Thus, a page layout might show various blocks of copy, headlines, and the location of illustrations for that page. - For very simple jobs, you may make the layout yourself; however, most printers are able and willing to do this for you, especially on big jobs.

The Balancing Act of Editors -

- Editing an owned publication or digital medium has been described as something of a high-wire act. - You must produce a newsletter, brochure, or intranet content that advances and promotes management's organizational objectives and, at the same time, provides information that isn't boring to the audience. - In addition, you have a responsibility to serve the interests of the employees or other constituents. - No matter the medium, if you are selecting content and emphasis for a regularly scheduled communication product, be it newsletter or intranet, you are serving as an editor. - There is also the issue of editorial freedom. - Many editors, particularly former journalists, think that they should have the right to decide what stories will be covered and in what context. - At the same time, management wants to exercise its rights as "publisher." - Charlotte Forbes, a management consultant, sums up the management perspective. She told PRWeek, "Corporations need to think of a newsletter as something that can inform, educate, and hopefully drive action, as opposed to being a reporter of facts, after the fact." This sentiment applies to brochure and intranet content, too. -Editors need to balance the needs of management, the interests of readers, and their own journalistic standards. - Some never do solve the dilemma and stick to folksy stories that please many and offend none. - Actually, the balancing act can be done if the editor is able to understand that all three are interrelated. - Take company strategies and goals. - These are usually based on broad concepts such as human resources, corporate image, business expansion, competitiveness, productivity, marketing, and economic development. - Communication goals should be based on corporate goals, so the editor may decide to support the goal of increased competitiveness by publishing at least six stories during the year about the organization's market share and what factors are involved in making the organization more competitive. - These stories, if done well, should also interest employees, because they are concerned about job security and making sure that the company remains competitive. - If the company is successful, it could also mean bonuses and higher pay. - Even if management has set broad or specific goals for the year, it is usually the editor who decides how the intranet, brochure, or newsletter can support each goal. - In this case, the editor can choose any number of journalistic treatments, including the angle of what's in it for employees. - Stories about competitiveness don't have to be propaganda. - They can be written with the same degree of objectivity as any article in an independent publication.

Meeting Audience Interests -

- Every sponsored periodical is unique, but some general guidelines can be applied. - Jennifer Benz, CEO of Benz Communications, a human resources communication firm in San Francisco, told Business.com, "Company newsletters are most successful when they are about what matters to employees—not what matters to the company." - What do employees want? An article in the Ragan Report suggests that employee newsletters should focus on staff needs, not the agenda of organization executives. - Chris Close of the firm Jones Lang LaSalle, told Ragan Report that "soft" content is important in addition to content that is strictly business. "We see the most success with content that meets the 'what's in it for me' standard, as well as with content that is a unique story or drives a discussion on an issue that people are interested in," Close said. - Jakob Nielsen reported in a blog post that people spend, on average, 51 seconds reading a newsletter. - Only 19 percent read the complete newsletter. About one-third of readers pay attention to the introduction of a newsletter. - But there are techniques you can use to enhance reader attention : 1 - Keep articles relatively short for maximum interest. If USA Today can summarize a world crisis in four paragraphs, you can cover the company picnic in the same amount of space. 2 - Use headlines that are active and give information, not just labels such as "Company Picnic" or "New Vice President." (Article headlines are further discussed in the next section.) - Ragan Report quoted four internal communication experts who recommend the following rules for creating newsletters that employees will actually read. - These rules apply not only to employee newsletters, but to newsletters generally : 1. - STAY AWAY FROM BORING PHOTOS. Photos should show an active environment and some kind of person-to-person engagement. Avoid photos that focus on someone sitting behind a desk or speaking behind a podium. 2. - ENGAGE READERS. One way to do this, the experts said, is to invite people to "weigh in" or "join the conversation." Make these invitations front and center by including them in headlines. The goal is to prompt discussion among readers and between employees and management. 3. - KEEP DRY BUSINESS CONTENT TO A MINIMUM. Because readers scan newsletter material, if they're not drawn in by interesting and not overly technical content, they will blast right past it. 4. - KEEP IT BRIEF. Employees won't take time to read long stories and, even if they try, the nature of most workplaces is that they are full of interruptions. Once interrupted, an employee is unlikely to go back and finish an article unless it is remarkably compelling. 5 - MAKE IT ATTRACTIVE. Package this content in an attractive, eye-appealing form. Strong design and layout techniques are discussed later.

Researching Brochure Content -

- Gathering information for use in a leaflet or brochure may involve anything from asking a few questions to conducting a major survey. - In most cases, the needed information can be found within the organization. - Keeping in mind the subject and purpose of the proposed publication, start by talking to the people in the organization who know the most about the subject. - Tell them what you want to accomplish, and ask for information that will enable you to prepare a clear explanation of the subject. Often, all the information needed can be obtained from one source. - A good way to decide what to include in a brochure is to put yourself in the position of a member of the prospective audience. - Ask every question that this person might have about the subject. - The answers can constitute sections of the publication. - You can even use the questions as subheads. Many successful brochures consist entirely of Q&As. PUTTING IT TOGETHER - - Brochures vary so widely that no general guide is applicable. - Each has a different audience, a different purpose, and a different format. - It is imperative, however, to use words that your readers will understand. - If you have to explain a technical topic, check with the experts once you have put the explanation into everyday English to be sure you've got it right. - For any but the briefest publications, you will also need to prepare an outline - This should cover all the main points to be included, and it should list the illustrations to be used. - As you write and plan the layout of the publication, remember to include visual variety in your pages. - Illustrations, blocks of copy, and headlines not only serve the direct purpose of communication, but can also make the pages attractive and interesting. - Some writers recommend preparing a complete layout before starting to write. - Others prefer to develop the layout after the writing is finished. - A practical compromise is to prepare a rough layout before writing and then revise it as the writing progresses.

Making an Article Schedule -

- It is also a good idea to prepare an annual editorial plan, sometimes called an editorial calendar. - An editorial plan is essentially a schedule of topics or articles you plan to cover over the course of a year. - Michelle Linn of Content Marketing Institute says you need to map out what kind of articles and other material you will prepare for the entire year. - This will enable you to develop story ideas that complement the organization's objectives for the year. "Track key dates such as events, holidays or other things that may impact which content you want to share when. If you have an international audience, include holidays in the various countries you serve as well." - "A long-term editorial plan establishes and maintains a stable, interactive relationship with users, and allows advertisers to place ads against relevant content," Scott Deutrom, former head of online sales at Sky Media, told Media Week. - When Executive Flight Guide was launched, it included a 16-page section titled "Frequent Flyer." - Charlene Seoane, publisher of "Frequent Flyer," told PRWeek that the magazine's editorial plan would include topics for themed issues, guest articles, regional profiles, columns such as "on the road with" a frequent flyer and "guilty pleasures" on the road, and sections focusing on women travelers, security topics, and fitness and lifestyle. - Of course, when Seoane and her staff put together their editorial plan, the various components might be assigned to certain months. ex. For example, an "on the road with" feature story might focus on a corporate traveler vacationing with family in July, whereas the feature might normally focus on corporate travelers in global business cities. - Editorial plans are relevant for public relations writers in two ways : - First, they enable the editor of an employee-focused medium to plan which important upcoming events will be covered in specific issues or during specific time frames, and thus ensure that all aspects of the organization get coverage during the year. - Second, an editorial plan for a consumer or trade publication enables you to pitch story ideas that are relevant to the content or theme of a particular issue.

Periodical Layout -

- Layout is a plan showing the arrangement of the material in the publication—the size and location of such items as stories, regularly appearing columns, headlines, photographs, and artwork. - There is no exact rule for any of these items. - The most important stories, of course, should be placed on the front page. - If a story is fairly long, it can be continued on a later page. - This offers two advantages: (1) First, you can give several stories visibility on the cover if you continue stories on other pages. (2) Second, continuing a story on an inside page encourages the reader to go beyond the first page. - Another rule of thumb is to place important stories on the inside right page of a publication, because this is where people look first when they turn the page. -Most periodicals have a layout that is somewhat standardized, so that each issue of the publication has the same look and feel - This is called a template. - A template starts with the masthead, or the name of the publication. - It is always in the same type font and has the same graphics. - Other items that may remain the same in every issue are the location of the major story on the front page, boxes giving a list of stories inside the issue, or the placement of a standard column or update of late-breaking news items. - The idea behind a template is that the readers rapidly learn where to find specific kinds of information in the publication. ex. Readers of Time magazine, for example, know that the first pages are briefings from the week's news and the section titled "Culture" appears at the end of the issue. - Although the basic layout of a periodical should be the same from issue to issue, each issue will vary, depending on the length of the articles, the availability of good illustrations, and the relative importance of the stories. - Keep the following ideas in mind as you do the layout for a newsletter or magazine : (1) Use white space. Don't think you need stories or illustrations covering every single part of the page. (2) Vary paragraph length. If your copy looks as dense and forbidding as the Great Wall of China, your readers will be intimidated. Make paragraphs seven lines long or less to create even more white space. (3) Break up longer stories with boldface subheads. (4) Create bulleted lists. Any sentence containing a sequence of three or more items is a good list candidate. Listing also frees up more white space. (5) Use only two or three typefaces, to give consistency to your periodical. The variety comes in using different type sizes, not a different type family. (6) Inside pages should balance one another. If you use a strong graphic on one page, you should balance it with a large headline or a graphic on the facing page.

Summary of Print Newsletters and Magazines -

- Magazines usually are the most expensive publication and are often sent to both internal and external audiences. - Desktop publishing is widely used for preparing newsletters, magazines, and brochures. Desktop publishing requires the preparation of extensive electronic files that show the links between copy, graphics, photos, headlines, and layout. - Headlines should be written in active voice and provide key messages.

Summary of Intranets -

- Many corporations are using intranets to communicate with employees. - Intranets are most effective when they are uncluttered and the home page is limited to one screen.

Intranets -

- Many corporations use some form of intranet to communicate with their employees. - Essentially, an intranet works on the same principles as the Internet, but it is a private network within an organization for the exclusive use of employees and perhaps some other audiences, such as suppliers. - Because they are closed systems and the technical standards are set by the organization, intranets are able to provide more sophisticated electronic content, such as work collaboration features that are unique to the needs of the organization. - Intranets are primarily a daily newsletter or bulletin board that provides information about policies, news events, and general announcements. - Consequently, most news items are brief and somewhat conversational. - Longer news stories are highlighted on the home page, but an employee usually clicks a link to read the entire story. - Organizations are also mobile-enabling their intranets so employees can access them anywhere from smartphones, tablets, or other mobile devices. ex. Microsoft, for example, has an intranet portal dubbed MSW, for Microsoft Web. To keep content current and appealing, Microsoft's intranet features a mix of information from external news sites, blogs, and user-submitted photos. - MSW is an extremely efficient way to reach Microsoft's 90,000 employees in 190 countries. - And Microsoft employees seem to like it. Microsoft reports 110,000 unique visitors to MSW each month, making 5 million page views. - The executive communications section on the intranet is among the most popular sections, Microsoft's Christine Bennett told The Ragan Report. - MSW communicators might package video of a town hall meeting with a link to a pertinent blog and a form to submit questions to the CEO.

Periodical Design -

- More than one communications expert has pointed out that a publication's design should reinforce the content and also reflect the organization's personality. - The idea is that content and design should work together to achieve a complete message. - Consequently, periodicals have distinct "personalities" that reflect their organizations. ex. Guide Dog News, the newsletter of Guide Dogs for the Blind, features stories about people and their guide dogs, naturally, but it also highlights donors, fundraising events, and reports about research into eye diseases. - The color layout includes simple, sans serif headline and body type, and lots of large photographs. The publication projects the warmth and friendliness of a program that connects blind people and companion guide dogs. ex. In contrast, Merchant Connect, published by Wells Fargo Bank, is a colorful quarterly email newsletter with simple headlines, lots of white space—even between paragraphs of body copy—one photo per page, and color headlines. - Merchant Connect is aimed at the commercial business clientele of the bank. The content includes jargon that is useful in the business and banking worlds, but it would hold little meaning or interest for lay readers. It thereby reflects the nature of the financial industry.

Periodical Format -

- Newsletters are easy to produce, are cost-effective, and can reach any number of small, specialized audiences. - Computer software such as Microsoft Word makes it possible for almost anyone to produce a simple newsletter with mastheads, a two- or three-column format, and clip art or scanned photos. - In fact, Microsoft Office offers newsletter templates, as does Google Docs. - Apple even has a business application for newsletter templates that can be downloaded from iTunes. - The most popular format for a print newsletter is letter-size, 8.5 by 11 inches. - Organizations from large corporations to the local garden club use two- to four-page newsletters to reach employees, customers, and members. - Although this format is workable, it has greater design limitations than the larger tabloid format, which is 11 by 17 inches. - This format, often called a magapaper, allows a great deal of flexibility in design and can incorporate more graphic elements.

Print Newsletters and Magazines -

- The content of periodicals, in broad terms, is news and information. - That is why many of these publications are called newsletters—they essentially are messages from the organization to various publics who want news and information. ex. Civic and professional groups use newsletters to inform their members of upcoming meetings and events. ex. Non-profit organizations send donors and prospective contributors information about their programs and needs and recognize the efforts of current volunteers. - Magazines concentrate on in-depth stories about people and industry trends. - Stories, unlike the shorter articles found in newsletters and newspapers, are much longer and tend to be more thoroughly researched. - In sum, you have the option of the standard newsletter, the magapaper, or the magazine. - It all depends on the purpose of the publication, the kind of messages you want to send, and the target audience. - Budget is also a major consideration. - Newsletters can be a cost-effective way to reach publics and shape opinion. ex. The Akron Children's Hospital newsletter cost about 31 cents apiece to produce, which includes content creation, printing, and mailing. - Each issue was sent to 270,000 households. The hospital measured health care consumer awareness and hospital preference. - Ninety-eight percent of those surveyed were aware of Children's Hospital; 50 percent preferred Children's Hospital to others in the area for treatment of minor illness or injury.

Writing a Brochure -

- Once you have a general idea of what format you will use to communicate with your audience, you need to think about how that format will shape your writing. - If you decide that a simple flyer is needed, you will have to be concise. ex. Flyers, for example, contain the basic five Ws and one H—and not much more, because the type must be large and the space (usually 8.5 by 11-inches) is limited. - However, a simple brochure that has three to six panels folded to a pocket-sized format (4 by 9 inches) or that will be mailed in a standard number 10 business envelope can contain more detailed information. - Whatever the format, you should keep it in mind as you write copy. - The most common mistake of novice public relations writers is to write more than the proposed format can accommodate. - A second major mistake is to try to cram everything in by reducing type size or margins instead of editing, thus creating a mass of dense type that nobody wants to read. - Indeed, the most difficult concept to learn is that less is best. - Copy should be short and should have plenty of white space around it - This means ample margins, space between major subsections, and room for graphics. - The concepts of good writing are the same for brochures. - Short, declarative sentences are better than compound sentences. - Short paragraphs are better than long ones. - Major points should be placed in bulleted lists or under subheads. - If statistics are used, try to portray them as an infographic. - It is always a good idea to pretest brochure copy on members of the target audience to be sure that it is understandable and that you have included all the necessary information.

Summary of Online Newsletters -

- Online newsletters should not simply be a directly-copied digital version of the print version of a newsletter. - Online newsletters sent on an organization's intranet system often contain more color, graphics, and photos.

Summary of the Value of Print Publications -

- Printed materials, such as newsletters, magazines, and brochures, are still important communication channels in the digital era. - Two strengths of print publications are that they can feature in-depth stories and they can reflect the "face" of the organization. Other strengths include portability and an extended shelf life.

Summary of Tightening the Writing Focus -

- Public relations writing includes writing for internal communication media, as well as advertising and marketing materials such as brochures and annual reports. - Writing for these specialized media requires an understanding of the needs of specific stakeholders, such as employees, investors, donors, and current and prospective customers.

Ink and Color -

- Technological advances in printing now make it easy and economical to use color in all kinds of publications. - The use of color, either by choosing colored paper or various inks, not only makes the publications more attractive, but studies also show that it improves reader comprehension and willingness to read the material. - In many respects, color also conveys the image and values of the organization. - If the organization is somewhat conservative and traditional, it's best to stick with soft pastels and earth colors. ex. Graphic Designer Mario Garcia, for example, used champagne and sky blue shades when he redesigned The Wall Street Journal. This approach also is more pleasing to an older and more traditional audience, which the newspaper serves. In contrast, USA Today, with a younger audience and considerable reliance on newsstand sales, uses a lot of bright colors throughout its pages to attract readers. - Cultural considerations also play into color choice, according to Bill Weger of Image One PR. He wrote in Public Relations Tactics to consider these issues when making color choices: (1) Is your communication local or global? (2) What is the culture of your audience? (3) What are the meanings of colors and symbols? (4) Are there positive or negative attitudes linked to certain colors? (5) Are you taking into consideration the needs of visually impaired audience members? - Color can be used in photos, graphics, headlines, background screens (text boxes), and even body type. - Black, however, is the most often used color for body text in newsletters, magazines, and brochures. - There are two reasons for this : (1) First, black provides the strongest and clearest contrast on white or pastel paper. - In other words, black type is much easier to read than text in hot pink or another vivid color. (2) Second, printers typically have presses set up for black ink, so the cost is less than that for using multiple colors. - With any ink, however, you must consider the color of the paper on which it will be printed. - No color will read well against a dark-colored stock. Black ink on dark green paper. ex. for example, makes the copy almost impossible to read and causes eye strain. Consequently, the best choice is white paper or something in a pastel or neutral shade. - Listen to the advice of your designer and printer. - They are much more knowledgeable about how inks and paper go together for maximum effectiveness and readability. - A printer's input is particularly important if you plan to use full-color photography.

A Mission Statement Gives Purpose -

- The best editors, the ones who regularly win awards, particularly for publications such as newsletters or organizational magazines, seem to understand the purpose of their publication and the interests of their readers. - One technique is to develop a concise, simple mission statement of approximately 25 words that helps both editors and management understand the purpose of the publication. ex. The mission of Natural History, the magazine of the American Museum of Natural History, is remarkably simple: "Natural History's mission is to promote understanding and appreciation of the world around us." Mission statements range in length and detail. - The ideal statement should cover the publication's general content, its audience, and its strategic role. ex. The mission of AramcoWorld, a bimonthly magazine published by energy company Saudi Aramco, is to increase cross-cultural understanding. The editors also place the following statement in the magazine's masthead: "We distribute AramcoWorld to increase cross-cultural understanding by broadening knowledge of the histories, culture and geography of the Arab and Muslim worlds and their global contacts." In the issue, the lead article is about Asmir Begovic, who migrated to the United Kingdom at age 3 and became a top soccer goalie. He returned to Bosnia to play for the country in the World Cup. ex. Another example of a premier corporate publication is Sky, the in-flight magazine of Delta Airlines. Promoted as the "most-read onboard lifestyle magazine," Delta Sky features articles on travel, food, business, lifestyle, celebrities and more. - Delta is not only interested in entertaining customers who are flying on the airline, but the company is also interested in highlighting cities to which Delta flies. - The magazine is offered in digital form in addition to the print edition found in each seat pocket on each Delta flight. In fact, you can subscribe to the magazine and get home delivery of the print edition. The online edition offers "extras" including videos, slideshows and city guides.

Planning a Brochure -

- The first step in planning a brochure is to determine its objective. - Such items are always prepared to reach a specific audience and to accomplish a definite purpose, so the following questions should be asked : (1) Who are you trying to influence and why? Be as specific as possible in identifying who you must reach. (2) What do you want the piece to do? Be clear about the desired effect. Do you want to impress, entertain, sell, inform, or educate? (3) What kind of piece do you need to get your message across? Should it be a simple flyer, a pocket-sized brochure, a cheaply produced leaflet for widespread public distribution, or an expensive four-color brochure for only key customers or opinion leaders? - Factors such as budget, number of copies needed, and distribution method must be considered. - In addition, you should think about the method of printing. There are various levels of printing quality that you can use, depending on the answers to the above three questions : - BASIC. Flyers, simple business forms, and one-color leaflets can be produced economically at copy centers in office supply stores or standalone locations such as Kinko's. The large, high-speed photocopying machines quickly produce large numbers of copies. - GOOD. Materials that have strong colors, photos, infographics, and other design elements need exact alignment or registration of graphic elements. A full-service printing shop is best for the production of brochures and newsletters. - PREMIUM. Expensive, specialty paper and high-end graphic elements are used to produce invitations and other materials for prestige charitable fundraisers and corporate events. This also requires a full-service printer or publishing company.

Annual Reports -

- The most expensive and time-consuming publication prepared by an organization is the annual report. - Although it is called a "report," it really is a major brochure complete with photos, charts, text, and color that can run up to 100 pages. - Much of the information in such a report is mandated by the Securities and Exchange Commission (SEC) as a way to ensure corporate accountability to shareholders. - All this legal and financial material, of course, is a fairly dry accounting of how the company did in a previous year, so corporate annual reports often use bar graphs, pie charts, and color to make the report readable and interesting to the average reader. - Many companies also use the annual report as a marketing tool to build stockholder loyalty, attract new investors, recruit employees, recognize current employees, and even increase their customer base. - As Bob Butter, president of Veritas Communications Advisors, told PRWeek, "The annual report is still a company's most rounded corporate capability presentation." - If you work on an annual report, you'll primarily be involved with the nonfinancial part. - The report may consist largely of tables, but it is more interesting if it contains items such as a letter from the CEO or details about the products or services and the people who make or perform them. - The report might also include information on new product innovations, expansion into new markets, and how the corporation is engaging in social responsibility and environmental matters. - Another approach is what might be called "storytelling": incorporating short features about employees and their work or customers who have benefited from the organization's products and services. ex. One of Johnson & Johnson's annual reports, for example, humanized the company by linking products to researchers who developed them or to consumers who benefited from them. ex. For its 2013 annual report, UPS set the tone for its narrative in the message to investors from the chairman and CEO D. Scott Davis. The theme "We're just getting started" ran across the top of the page in bold type. Davis' message then read, in part, "So while UPS has been helping connect businesses with their customers for more than 100 years, I believe we're just getting started." This theme also was reflected on the opening page of the annual report, which gave a visual preview of the details to come in the 136-page booklet. (To see how the financial success and operational highlights were presented in both numeric and visual form, use the Pressroom link on UPS.com to locate and view the report online.) - Most annual reports are still prepared in print form and mailed to investors and stockholders, but printed reports are quickly being overshadowed by online PDFs and interactive versions of the same material. - Traditionally, companies were required by the SEC to automatically mail the annual report to all stockholders, which may be several million for some corporations, such as GM. - But in 2008, the SEC ruled that corporations are required to mail reports only to those stockholders who request one. - The change in requirements was, in part, due to the widespread availability of the annual report on an organization's website. REPORTING TO DIFFERENT PUBLICS - - The readers of annual reports are of two sorts: the nonexpert individual and the sophisticated financial analyst. - The amateur is interested mainly in the quality of the management, earnings, dividends, stock appreciation, and the outlook for the industry. - The experts—who advise investors or manage large holdings—want much more information, which they feed into their computers. - This difference in information needs presents the organization with a problem. - A few hundred people want great masses of data, whereas thousands don't want the details. - A common solution is to design an annual report that gives the financial highlights in easy-to-read charts and graphs at the beginning of the report. ex. This section is, in fact, often labeled "Financial Highlights." Pfizer, a pharmaceutical firm, took this approach in its 2013 report. - The corporation posted an interactive, magazine-style online report with high-end graphic design and a PDF outlining financial details on its website. - The colorful online version offered only the very most basic information in a highly visual format. A dense, black-and-white SEC form 10-K version without illustrations provided all the elements required by analysts and regulators. ex. Coca-Cola took a similar track, even referring to the 10-K version as the "annual report" and the visual highlights version as the "annual review." - Coca-Cola's Annual Review was dominated by photographs and infographics in an interactive, animated HTML format.

Article Lead Sentences -

- The most important element, after the headline, is the lead sentence or paragraph. - All too often, the lead sentence or paragraph turns off readers by being vague, mundane, and a tired old cliché. ex. Examples are "It's spring—a time of renewal—when the snow melts and the flowers bloom," or "A handful of member cooperatives are conducting public hearings that comply with provisions of the Energy Policy Act of 2016." - Contrast these leads with leads found in the mainstream press, where they either arouse reader interest or state the essence of the story. ex. A curiosity or human-interest lead from the New York Times about a trend in retail window dressing, for example, was "'One size fits all' no longer applies to mannequins." - Other stories require a straight news lead that tells readers the crux of the story without having to read much further. ex. An example from The Wall Street Journal is "General Motors said it will invest $445 million to build a diesel engine plant in Thailand and upgrade an existing assembly facility." -Jim Yisela, writing for Regan.com leads should do one or more of the following : - GO FOR ONE SENTENCE. Move the reader into the next paragraph for more information. - KEEP IT SHORT. One- or two-word openings can have punch. - TELL A STORY. An anecdote can set a tone and draw in the reader. - TEASE THE READER. Pique the reader's curiosity. - MAKE NEWS VIVID. Use strong verbs to provide information that matters.

Layout Methods and Tools -

- The traditional method of layout, which is still helpful in this digital age, is to work with a blank template and sketch out where stories, headlines, and artwork will be placed. - This method helps you conceptualize the entire issue and how the various stories you have planned might be incorporated. - This can be done with a sheet of paper and a pencil, or you can call up the template on the computer and sketch out the contents electronically. - Desktop publishing is a term sometimes used for computer-assisted publication design. - The term layout is really more accurate than publishing because software programs don't "publish" anything; what they do is allow a person to develop electronic files that can be saved in PDF or another commonly accepted format and transmitted to a commercial printer. - When these files are linked together they provide the text, artwork, photos, and design of your publication. - Publishing software allows you to manipulate text and artwork in a number of ways : (1) draw an illustration and then reduce or enlarge it, (2) use different type fonts and sizes, (3) vary column widths, (4) shade or screen backgrounds, (5) add borders around copy, (6) import graphics and photos from other sources, and (7) print out camera-ready pages that can be photocopied or printed on an offset press. - Several levels of publishing software are available. - They range from the very basic level, Microsoft Word or Apple's iWork word processing program templates, to Adobe's Creative Suite or Creative Cloud (which include InDesign) at the more sophisticated end of the spectrum. - In between, Microsoft Publisher or Apple Pages gives you increased capability to design newsletters, brochures, and banners using an extensive library of layout templates and clip art. - Although desktop publishing has made it possible for public relations writers to do their own layouts and to prepare materials in a more attractive manner, experts caution that you need more than writing skills. - You also need design and layout skills to come up with a layout that meets professional standards. - As one public relations practitioner observed, "These skills are not necessarily found in a single person under normal circumstances." - Consequently, public relations writers often work closely with professional designers who are responsible for putting all the components of a publication together. - Good communication and understanding between an editor or writer and the designer are important.

Brochure Paper -

- The weight of the paper may range from very light (such as bond) to very heavy (such as cover stock). - There is also a range of weights within these classes - Usually, the heavier the paper within a class, the more it costs. - Thus a 100-pound cover is more expensive than a 50-pound cover. - These weights are based on the actual weight of 500 sheets of that paper in the standard sheet size. For your purposes, you need only remember that heavier paper (the higher the number) is bulkier, stronger, and more expensive. - The intended use will guide you in selecting the weight of paper. - A simple one-page flyer might be printed on 20- or 24-pound bond, which is the typical weight used in office copy machines and letterhead. - If you want it to be more substantial, you could use a 65-pound paper, which is more common for direct mail pieces or postcards. - Brochures are usually printed on fairly substantial paper. This makes them look more impressive and last longer. - You must consider, however, the total bulk of the item. Brochures on thick paper are more expensive to mail, and the paper doesn't fold very well in a brochure that has several panels. - There are seven types of paper, according to Media Distribution Services (MDS), that you are most likely to use: (1) BOND - for lightweight directories, letters, business forms, newsletters, and quick printing. (2) TEXT - for a textured look on annual reports, announcements, books, and calendars. (3) COATED - for a smooth, high-quality look on brochures, magazines, and posters. Coated, or glossy, paper is ideal for photographs and color printing. (4) BOOK - for an antique or smooth finish on trade and textbooks. Less expensive than text paper. (5) COVER - for a stable, durable quality to complement text and coated papers for covers and booklets. (6) TAG - for good bending and folding qualities. Good for pamphlets that have several folds. (7) BRISTOL - for a softer surface than tag or index paper. Good for high-speed folding, embossing, or stamping. - There are a number of variations on these basic types, and printers have entire shelves of paper samples from a wide range of manufacturers. - Printers are experienced in what papers work best for various jobs, and you should ask them for their recommendations. - Paper usually represents 35 to 50 percent of the printing cost for most jobs, so you should take care in selecting paper that is appropriate to your budget and needs. - Another option is recycled paper. - Increasingly, organizations are using such paper for newsletters, stationery, office forms, and brochures. - In fact, one survey of public relations people indicated that 90 percent had selected recycled paper for printing documents. - The main reason for selecting recycled paper was concern for the environment. . - A large percentage of respondents also thought that it benefited the organization's image.

Types of Fonts -

- There are several ways in which to classify type, but the simplest is to organize the various faces into three groups: serif, sans serif, and decorative. - SERIF TYPES ; such as Times Roman, Caslon, or Century Schoolbook, are the most readable because the serifs help guide the eye along the lines of type. - SANS SERIF TYPES ; such as Helvetica or Arial, are popular. Some of the earlier types in this group were hard to read in body copy but quite satisfactory in headlines. The newer designs seem to work well for text copy, too. - DECORATIVE TYPEFACES ; such as Script and Old English, should be used with great care. They look elegant on certificates and invitations, but they should not be used for large blocks of text. Only use them when the importance of design exceeds that of legibility FONT FAMILIES - - Microsoft Word has a variety of type choices and variations. Among the possibilities are Times New Roman, Arial, Century Schoolbook, Bauhaus 93, Georgia, Verdana, Century Gothic, and Palatino. - A large number of decorative typefaces are available that have shading, stripes, and ultramodern designs, and new typefaces are constantly being introduced. ex. For example, in an article titled "Four Typography Trends for 2014," Maryam Taheri wrote that handwritten fonts such as Brush Up and Goodfy would increase in popularity. Taheri also predicted an increase in the use of flat design type such as Metros, more mixing of type fonts, and use of bigger fonts. - One note of caution: People often are so impressed with the variety of typestyles available that they try to use too many in a given publication. - Novice enthusiasts tend to go overboard, and the result is a mishmash of conflicting styles that almost guarantees reader confusion. PRINTERS' MEASUREMENTS - - The beauty of computer programs such as Microsoft Word is that they offer a variety of fonts that are scalable to any size. - In computer layout, you can select one font family and size for the headline and another type and size for the body text. If a headline or text copy doesn't quite fit the layout, a few clicks of the mouse will reduce it until it fits. - Of course, you have to consider readability, which is discussed shortly. - We are so used to just clicking on a type size such as 14, 16, 24, 36, etc., that some historical background is needed. - Printers have always measured type size in points; long ago, the standard was 72 points to the inch. In other words, a 72-point headline is 1-inch high. - A 36-point headline is ½-inch high. And, of course, copy set in 18-point type is ¼-inch high. - Many printers still measure the length of a typeset line by picas. - There are 6 picas to an inch, so a 24-pica line is 4 inches wide. - Note, however, that many experts say column widths should be no more than 12 to 14 picas and no fewer than 8 picas. - Picas are also used to measure the depth of a block of copy. Thus, a story that is 42 picas deep will measure 7 inches. - Computer software has eliminated the need to be totally conversant in points and picas, but you should be familiar with the terms and what they mean when you are talking with a printer. READABILITY - - Legibility is affected by the typeface. - Times Roman is more legible than Old English. - Readability is affected by the legibility of the type and by letter spacing, line spacing, the length of the lines, the color of paper and ink, the kind of paper, and the total amount of reading matter involved. - A brochure could be effective with headlines in 18- or 24-point Times Roman, but using this size type for body text in a 16-page booklet would not work. - The only purpose for printing anything is to get it read. Accordingly, any print material should be planned with readability in mind. - Select a legible type and, if necessary, use letter spacing to spread headlines. - Use line spacing to improve the readability of lowercase body copy. - Keep the length of lines short enough that each can be read as one unit. As a general rule, try to use type no smaller than 10 point for text copy. - If your target audience is over 50 years old, you should probably use 12-point, or even 14-point, type.

Summary of Brochures -

- Writing and designing a brochure requires you to know its purpose, the target audience, and the most cost-effective format. - A brochure requires simple sentence construction, informative headlines, liberal use of subheads, and short paragraphs. - The most common mistake of novice writers is to write too much copy for the space available. A brochure page crammed with type is a turnoff. - Factors such as cost, distribution, and estimated life span of the brochure help determine the format of the printed piece and the kind of writing required. - It pays to prepare a dummy or mock layout of the brochure before you begin writing. - A printer needs to know all the specifications of a planned piece before he or she can give you a cost estimate. - There are various grades of paper, each designed for specific kinds of jobs. - There are various type classes and families. Stick to fonts that are highly readable. Use decorative type and italics sparingly. - Black ink is the most popular and readable color. Use spot color to make your publication more attractive. - Although you may be able to write and design a simple flyer or brochure, experts recommend hiring a professional graphic designer for bigger jobs.

Brochures -

- Writing brochures, like producing newsletters and magazines, requires the coordination of several elements. - These include : message content, selection of type, graphics, layout, and design. It also requires working with designers and printers. - Brochures are often called booklets, pamphlets, or leaflets, depending on their size and content. - A pamphlet or booklet, for example, is characterized by a book-like format and multiple pages. ex. An example is the corporate annual report, required by the Securities and Exchange Commission (SEC) - A leaflet, however, is often described as a single sheet of paper printed on both sides and folded into three panels. - There are also handbills and flyers, which are printed on one side only and are often found on bulletin boards and a surprising number of utility poles. - Brochures are used primarily to give basic information about an organization, a product, or a service. - Organizations mail them or hand them out to potential customers, place them in information racks, hand them out at conferences, and generally distribute them to anyone who might be interested. ex. Whenever an organization needs to explain something to a large number of people—be they employees, constituents, or customers—a brochure is the way to do it.

Article Headlines -

- Writing good headlines takes practice. - The headline is an important component of any story for two reasons: (1) it attracts a reader to the article and (2) it's often the only thing they will read - According to Communication Briefs, 70 to 90 percent of readers look at headlines. - Subheads attract 60 to 90 percent of the readers, and photos also rank high, with the same percentage. - About 40 to 70 percent will read a lead paragraph, but only 5 to 10 percent of the potential readers read the text of a story. - In today's culture of information overload, headlines are the real verbal workhorses of effective communication. - There are several rules or guidelines for writing a good headline. - Mark Ragan, in Ragan.com, writes "Headlines should answer the questions: Why should I care? Why should I spend my time reading this article? How have you, the writer, helped me do my job?" - He lists five basic rules : 1) Use strong, active verbs. 2) Readers want to know "What's in it for me?" so use that angle in the headline. 3) Avoid acronyms; they slow down the readers and tax their brains. 4) Use how-to headlines to help readers remember the key points. 5) When appropriate, speak to readers informally by using "we" or "you." - The major mistake headline writers make is using headlines that are labels and don't say anything. ex. Ragan gives the example of a headline from a major insurance company newsletter. It said, "Regional Structure and Focus Strengthened." - Ragan, after reading the story and finding out what was actually being said, changed the headline to: "How Restructuring Will Change Our Lives." ex. Here are several other revised headlines from Ragan's story, with the rewritten headline : - UNICARE educates Kmart employees about insurance options How We Matter: Our lower premiums helped Kmart's laid-off workers - E-Learning providing benefits on several Xcel Energy frontsOnline learning can cut your training time in half - The variety of styles, the use of smaller explanatory heads, and the active voice. - A secondary headline in smaller type, following the main headline, is often helpful to give a key point for just the headline reader. - The secondary headline is also often used in news releases. - You should also note that there are two styles of formatting : (1) One format is known as downstyle because only the first word and proper nouns are capitalized, just as in a sentence. (2) The more traditional style is to capitalize all major words in the headline. ex. For example, "GM to Build Diesel Engines in Thailand." In the downstyle format, this would be, "GM to build diesel engines in Thailand." In general, article posts online use downstyle heads. - When writing headlines that require two or more lines, you should avoid splitting ideas between lines. ex. Pastor Leaves for Good Friday Services at Prison - After writing a headline, it is always a good idea to review it for context, use of the correct word, and whether it conveys the right impression. - Writing headlines requires that you know the width of the space allocated for each headline. - In computer layout it is easy to set the margins and keystroke the headline you want. - If it doesn't fit the space allocated to it in your mock-up or layout, you can easily enlarge or reduce it until it fits.

Tightening the Writing Focus -

- writing for diverse media—intranets, newsletters, and brochures—to address the needs of narrower audiences. - This calls for an understanding of specialized media, such as intranets, for having the mindset of an editor, and for developing expertise in tightening writing focus to meet the needs of specific stakeholders such as employees, investors, donors, and current and prospective customers. - The U.S. Bureau of Labor Statistics (BLS) notes that public relations specialists often write press releases and prepare information for the media, but the BLS also describes public relations' job as to "help clients communicate effectively..., help maintain their organization's corporate image and identity." - The BLS job description also mentions the need to be able to draft speeches, plan and arrange interviews, and coordinate the various communications elements of an organization, such as advertising and marketing, with the public relations function.

Online Newsletters -

---> Many organizations supplement their print publications with online newsletters- These are also known as e-zines, and their primary advantage is the instant dissemination of information. - The main distribution method for newsletters is through e-mail to those that have "subscribed" to receive it. - The e-mail list for charitable groups is usually everyone who has made a donation and provided an email address to the organization. ex. An example of an online newsletter published by the The National Geographic Society - Unlike print publications that go through a number of production steps, editors of an e-zine do everything on the computer. - With one mouse click, the newsletter is instantly sent via email or an organization's intranet to everyone on the "subscriber" list. ---> The second advantage is cost. An average printed newsletter might cost $1 or more per individual copy plus postage, whereas an e-zine typically costs less than 10 cents per "copy." - An online newsletter, however, should not just be a replica of the printed newsletter in digital form. - The home page, or cover, of an online newsletter should be formatted to provide some photos and give a brief description of stories that a reader can access with a click. - In general, the stories are much shorter than found in a print publication so readers can read them within one screen, with no scrolling. - Online publications also have a more informal writing style than regular print publications. - You can be more conversational and use less formal English than is expected in print. - This is not to say, however, that you can forget about crafting well-written sentences. - Every word, particularly in a short story, still counts, so it's important to keep sentences short and to the point.

How to Work with Graphic Designers -

Designer Jessie Ford says a graphic designer should be an integral member of the public relations team. She offered these tips in Ragan's Daily Headlines : - WHAT SEEMS QUICK AND EASY MAY NOT NECESSARILY BE SO - Ford reminds readers that while finished design may look simple, the design process is often extremely time-consuming with brainstorming, sketches, drafts and revisions before the final "simple" outcome is presented. - FOCUS ON YOUR COMMUNICATION OBJECTIVE AND AUDIENCE - Ford suggests that editors and writers need to consider colors, layout, and graphics when determining how best to get across a message to the key public. - COMMUNICATE SPECIFIC NEEDS - There's a difference between creative freedom and lack of direction, according to Ford. "Let the designer know colors you hate, types of photos to avoid, or fonts that you don't like. This will help the designer in a few small ways, which will result in less wasted time later," she writes. - KEEP COPY EDITS TO A MINIMUM - While designers expect writers and editors to make minor edits while the design is in process, round after round of revision is inefficient. - TALK THE TALK - Knowing and understanding basic graphic design vocabulary is helpful. Knowing a little about color systems, photo resolution, and typography will make communication between writer and designer smoother. - Ford writes, "Understanding and respecting what a designer does, the time and effort that goes into what they do, and speaking (just a little bit) of his or her language will result in a better quality end product, which will only make both of you happy." - Heather Burns, a communications consultant, gives several other suggestions for developing a good writer/designer relationship in an interview to Ragan.com: Include the designer at the beginning of the content development process so there is an understanding of the entire production process and what kinds of stories are being planned. - Discuss the publication's purpose, strategy, and target audience so the designer has a framework in which to work. - Write creative and interesting copy. Burns says, "If the writer gives the designer something fun to read, it's a lot easier for the designer to design something fun to look at." - Don't confuse effective design with creative design. A design may be very creative from an artistic standpoint but not very effective if words get lost and readers can't easily find the information they want.

Story Ideas for Intranet Newsletters -

Employee newsletters carry a variety of news stories and features. Here are some ideas for your newsletter or company magazine : EMPLOYEE PROFILES. Look for interesting and unusual jobs that employees have in the organization, such as being in charge of recycling, running the employee cafeteria, or even monitoring mentions of the company in the social media. In addition, look for interesting leisure activities of employees, such as skydiving or rock climbing. "HOW-TO" TIPS. Employees want information that can directly benefit them. Provide tips on how to select a health plan, how to apply for a training seminar that will help them get a promotion, or even a listing of resources in HR about finding childcare or care for aging parents. SHORT INTERVIEWS. Talk to a variety of employees to get their opinion and perspective on a current issue in the industry that affects the organization. Use short quotes under a photo of the employee, along with their name and title. BACKGROUND FEATURES. Provide a 750- to 1,000-word briefing on an issue that involves the organization's operations. This could be about the need to maintain an ethical supply line for materials used to manufacture a product, the reasons why sustainability policies are being implemented, or even how the increase in homeless people is taxing a non-profit's ability to provide services. PHOTO ESSAYS. Surveys show that visual elements generate more reader interest. Do a photo essay showing workers on an assembly line or a group of company employees participating in a 5K run to raise money for cancer research. CUSTOMER PROFILES. Tell how a company or individual is benefiting from using your product or service. Use quotes from the customer and the employees in the department that developed the product or service.

Story Packaging Tips -

Jim Ylisela, writing for The Ragan Report, offered the following ideas for putting together a story package : (1) The first step is to conceive and communicate to the writer the purpose of the story. (2) Sidebars, or short complementary stories or factoids, can bring depth to a subject. (3) Photographs should be compelling and capture action. (4) When numbers are involved, simplify and treat them graphically. (5) Ylisela calls elements such as pull quotes, fact boxes, or summary paragraphs the "finishing touches" of a good story package.

How to Create Great Publications -

Newsletters and brochures should be designed to convey information in an attractive, uncluttered way. Here are some general guidelines : COPY - - Less is better. Write short, punchy sentences. Keep paragraphs short. - Write in terms of reader benefits and "What's in it for me?" - Use positive language and active voice. - Summarize the message in two or three key points. - Use bullets to list key points. - Use headlines that convey key messages. - Use informative subheads to break up copy blocks. - Include facts and figures. - Use testimonials or quotes from customers or credible experts. TYPE - - The best type size for text is 10 or 11 point with 2 points of leading. If the target audience is senior citizens, increase the type size to 12 or 14 point. - Use serif type for text. It is easier to read. Headlines can be set in sans serif type. - Use a minimum number of fonts and type families. A three-ring circus of type is poor design and just confuses people. - Use boldface sparingly. Use for subheads and a few key words only. Don't use for an entire paragraph. - Use italic type for emphasis sparingly, if at all. - Avoid all caps in headlines. Caps and lowercase is more readable. LAYOUT - - Don't cram the page with copy; allow for plenty of white space. - Organize layout from left to right and top to bottom. Most people read in this sequence; don't confuse them with another arrangement. - Avoid large blocks of reverse type (white on black). It's difficult to read. - Facing pages should be composed as two-page spreads; that's how readers see them. - Use graphics and photos to balance blocks of copy. - Make photos and illustrations as large as possible. Whenever possible, use action-oriented photos. COLOR - - Use black ink for stories. If you use a second color, apply it as a highlight to frame a story, a quote (set in larger type), or an entire page. - Headlines can use color, but the ink should be on the dark side. - Avoid using extensive color on low-quality paper. Reproduction and clarity of images suffer. - Eliminate complex screens. A color or graphic behind a block of copy often makes the type difficult to read.

How Much will it Cost -

Printers need detailed specifications before they can tell you how much your publication will cost. Experts say you should be prepared to provide the following information when you contact a printer: - A description of the job (size of the piece) - Print quality desired - Materials that will be furnished - Quantity (ask for three pricing quantities to see if there is a price break for ordering more) - Page count—total number of pages to be printed including a cover - Paper stock—specify the weight and finish (glossy or flat) - Ink specifications—number of colors, four-color, spot color, metallic ink? - Type and quantity of photos and illustrations - Finishing—type of binding, number of folds, whether there are "bleeds" - Will there be die cuts or embossing? - Delivery and shipping (will the finished product be delivered to you or to a mailing service or to a conference center?) - It's also a good idea to show printers a "dummy," or sample of what your piece will look like, so they can see what you require. This preliminary "look-see" will help the printer spot potential problems.

Lessons for Good Intranet Design -

Writing copy for an intranet or online newsletters requires the same journalistic skills as writing for a traditional newsletter. - Toby Ward, founder and CEO of Prescient Digital Media, offers eight tips in The Ragan Report for presenting your stories and announcements in an intranet format : 1) Let business objectives and needs drive intranet design. 2) Don't mistake an intranet for a website. 3) Make sure elements on your intranet load and transfer quickly. 4) Get design input from users—management and employees. 5) Soft colors are better than dark, bold colors. 6) Use photos, not clip art. 7)Use white space. Don't fill up every bit of screen real estate. 8) Keep links to a minimum.