Newsletters are a great way to reach stakeholders and internal audiences. Newsletters showcase events, news, promotions, and tidbits about the organization all throughout. Newsletters are valuable because they allow you to communicate directly with your stakeholders and add promotional aspects.
How Newsletters are an Important Tool in PR
Newsletters like I said prior are a fantastic way to connect with stakeholders while utilizing promotional aspects. Having all information and media assets in one place allows for efficient communication.
There are so many different types of newsletters that can work for you and your organization. Some of the various types are:
- promotional newsletter
- reporting newsletter
- company newsletter
- consumer newsletter
- blog
- curated newsletter
- practical newsletter
A great example of newsletters is the ones that come in our mailboxes from an organization we interact with often, typically around holidays or big times for said organization.
How to Factor in Your Audiences
Choosing the appropriate newsletter is based on who your audience needs to be. For example, if we want to spread internal news throughout a company, we will utilize a company newsletter and distribute it among employees.
If we want to reach our customers to engage with our company or organization we may send out a promotional newsletter.
For stakeholders already involved with an organization, it is a goal to keep them informed and entertained by our organization, “You want your customers to feel part of your family. A newsletter can help existing customers feel respected and stay in the loop, while also bringing in new prospects,” said GreenFish Marketing. Therefore utilizing a consumer newsletter would be ideal to stay in contact with these target audiences.
Key Elements of a Successful Newsletter
Finding the right elements to incorporate into your newsletter is another important part for maximum effect.
Great platforms like Canva produce templates to help you find inspiration, I believe that InDesign has much more customizability than Canva and can provide a much cleaner layout.
One thing that I’ve learned over the course of my time practicing PR is that consistency is key to building rapport and reputation among your organization and audiences. Use familiar fonts associated with the brand, and factoring these all throughout your newsletter.
Next, it is important to find pictures and graphic elements that are associated with the brand.
For my newsletter, my client was the company: Target. Target’s main elements are bullseye logos, their mascot the dog; Bullseye, and the color palette of red and cream. I incorporated these elements all throughout my newsletter to stay authentic to the brand’s image.
My Corporate Newsletter for Target:
Another prominent element is that the layout of the newsletter has to be appealing to the reader’s eye. It is important to:
keep them engaged!
Engaging layouts are ones that have the copy or text, broken up throughout with pictures, design, and structure. We want to limit long, “boring”, stretches of copy that could make the reader lose interest.
The same goes for the color, images, and patterns. We want these factors to be harmonious and allow the reader to find the publication visually attractive.
Give the reader a reason to keep reading! Wether this be with interesting layouts, designs, quotes or colors.
Newsletter Layouts for Inspo!
