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Nonfiction
Corporate Newsletters
By Karen Braynard
December, 2006, 13:50

Help managers communicate a clear message with corporate newsletters.
Corporate writing has its many facets and income generating projects. Sure, there are press releases, resumes, bios, and advertising copy. But, perhaps one of the most reliable writing gigs can be found in writing (or editing) company newsletters.

Any business with more than a handful of employees needs to get the word out to them. Whether it's company business, personnel issues, or upcoming events, a newsletter is one way to keep the information flowing from the top down. But not every manager has the time to put together an informative yet interesting read—that’s where you can step in.
 
While it might be a new concept for business owners/managers – hiring a professional writer to put together a company newsletter – it's really not a novel idea. Productive managers know that putting their money where their mouth is can be profitable in the long run. And, more and more often, managers are putting their money into company communications.
 
Thanks to the digital age and the modern way of looking at communication, company newsletters have taken on a fresh face and no longer have the air of the boring rags of yesterday. Showing a manager the value of a good newsletter isn't hard and the product can actually sell itself.
 
There are many ways to approach selling yourself as the company's newsletter writer. First, find out if the company you’re approaching already has one. If they do, try to get your hands on it to see how you can help to make it more efficient and more enjoyable to read. Unless the newsletter is already being professionally written, it won’t be hard to show how you can turn their "information briefing" of scrambled ideas into an entertaining yet informative document with a corporate theme running throughout – a significant document that will keep the reader reading.
 
If they don't already have a newsletter, then you have a great opportunity to sell the idea of providing information to their employees. You should prepare a proto-type to illustrate your skill and the value of the newsletter itself. It doesn't have to be tailored to their business, but if you can create a portfolio sample in the same industry it will be more effective. It should be as realistic as possible, with sample articles, mock events, and even photographs. The important thing to show in your sample newsletter is how you can organize company information in a way that is meaningful, thematic, and entertaining. And, one of the largest benefits of a well written newsletter is the team-building camaraderie it can engender.
 
Managers want to know that their employees are getting the important information they need on a regular basis. Whether that information is about upcoming company policy changes, achievements of personnel, or recent events it all needs to be presented in a way that will grab attention and convey information.
 
A corporate theme is a great concept that many harried managers may not have thought about as they go through their own daily grind. You can develop and incorporate that theme throughout the design and content of the newsletters you write. A theme unifies workers and management – it reminds everyone that they're all on the same team.
 
You can see how newsletter writing can be a reliable gig. That doesn't mean it's an easy one. It's time consuming and requires a lot of interaction with the "editors" or managers who've hired you. You can expect a lot of back-and-forth during the first issue, but that should diminish once they become comfortable with your ability to represent the company to their employees. The great thing is that you can create a partnership with these companies that will last into future.
 
There are many other factors that go into newsletters, beyond the writing. In the next edition, I'll share how to organize a company newsletter and ways you can capitalize on the product to help boost everyone's bottom line.
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Karen Braynard, a corporate writer and journalist, has enjoyed published success in several newspapers and magazines.  Thanks to her growing list of business clientele, she is now developing writing workshops to help her clients learn how to write for themselves, with Impact and Results!™.  Learn more at www.kbwrite.com or email kb@kbwrite.com A networker at heart, Karen would love to hear from you.


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