Archive for August 25th, 2008

The art, science and frustration of writing the corporate newsletter is a theme I have visited several times here at the Exchange. Like any regular steady gig, you love it and you tire of it. It’s a little bit of inspiration with a bunch of perspiration. Obviously, the balance tips more towards fun than not, or else I wouldn’t do it.

It helps if you believe what you are doing has a purpose.  I believe it is this: so that the sales rep in Florida and the sales rep in Idaho can hear the same message from headquarters, can learn about each other’s successes, and feel like they are part of a team.

So, before I officially give the topic a rest, let’s take a look back at some of the features and benefits of a corporate newsletter.

The Thing About Corporate Newsletters, el parte uno

It all began with this delicate statement about corporate newsletters: most of them suck. Too many cooks, no executive chef. To many voices, no true editor. The newsletter is proposed by someone in middle management, then immediately passed down, down, down to someone with no authority to make it successful.

The Thing about Corporate Newsletters, el parte dos

Further examination about the low place on the totem pole where the success of the newsletter is supposed to blossom.  Lack of authority forces a more collaborative approach. This tends to leave all the responsibility at just a few, or even a single doorstep where it competes with other priorities and eventually dies.

The FINAL Thing About Corporate Newsletters

Yes, as we all should have guessed, the solution is to turn it over to a contracting ghostwriter!  An outside copywriter can take the raw stories and provide a little polish. Most importantly the writer provides a singular voice.

Corporate Newsletters: Don’t Stop the Presses!

At the top of the corporate newsletter “What NOT to Do” list is kicking back and letting the machine run itself. This is not perpetual motion, folks. You have to nurture this thing if you want it to keep adding value for the client (and your own wallet!)

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