Question

Topic: Branding

Employee Newsletter Content Help

Posted by Anonymous on 7/23/2008 at 11:46 AM ET 50 Points
My CEO is firmly convinced that no information besides corporate needs to go into our internal e-newsletter. I don't want it to become dry and boring, so I'm trying to persuade her otherwise, but can't find much to back me up on the web (most only list content ideas, not why you should diversify content). Anyone want to share potential sources or personal experience? I'm meeting with her this afternoon!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by wnelson on 7/23/2008 at 12:08 PM Accepted
    A very insightful question. Behind that question is this one: Why are you doing the internal e-newsletter in the first place? What's its purpose? I would assume your primary goal is to get people to read it - so the purpose is key to that.

    If it's a way to distribute important information that everyone should know, then brevity and focus is key. Your employees will read it because they know it contains information critical to their work life. If you clutter it up with lots of other "of-interest" information, then it dilutes the critical information. Expecting people to sift through everything and not miss that one piece of important information is a stretch.

    If the point of the newsletter is to inspire people and boost their morale, sense of belonging, and pride in working for the company, then in effect, you are "selling" the company on them. People don't like to be sold will sense the newsletter's probably not-so-hidden agenda. To get them to read it, you will have to put information in the publication of interest to them - to give them something that satisfies their question, "What's in it for me?" In this case, some diverse information - recipes, home money saving tips, employee service anniversaries, etc - is appropriate.

    If the purpose is "FYI" - for your information - and you publish key company data like sales, profits, key customer profiles, and new products, then I'd ask why? What are you hoping to accomplish by this? The purpose behind this probably falls into the "critical information" category or the inspiration/belonging category above and therefore think about it from that perspective.

    I think key to the answer to your question is understanding the purpose of the newsletter and then given that purpose, what information will promote more readership.

    I hope this helps.

    Wayde
  • Posted by melissa.paulik on 7/23/2008 at 12:09 PM Member
    You could also start out with something small like suggesting that "industry information" would be helpful to the employees. Make sure you have a concrete example of the type of industry info that would be helpful. Explain that you believe it will help employees fit what your company does into the bigger picture. From there, you could eventually branch out.

    When it comes time to branch out, ask her if she has any ideas for how the newsletter could be improved. Hopefully, she'll come up with some that aren't internal only and she'll never remember she was against it in the first place.

    All the best!

    Melissa Paulik
  • Posted by ilan on 7/23/2008 at 12:15 PM Member
    Good luck to you.
    Would you have the guts to tell your CEO she's wrong?
    Employees are being asked to read a lot of boring stuff these days, why add to that?
    And what will corporate news add to your culture? your camaraderie? team building? employee incentives, morale boosting and all of that good stuff?
  • Posted by Phx SC on 7/23/2008 at 12:28 PM Accepted
    There is plenty to be learned by asking her "what is it that concerns you about including non-corporate information?"

    Ask calmly; listen carefully.

    Knowing the answer might save you a lot of assumptions and run-around. Uncover the true objection(s), THEN move in with your focused reply and back-up research.

    Let us know how it goes.
    SC
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)