A newsletter is a regularly distributed publication generally about one main topic that is of interest to its subscribers. Newsletters delivered electronically via email (e-Newsletters) have gained rapid acceptance for the same reasons email in general has gained popularity over printed correspondence.
Many newsletters are published to provide information. Sending newsletters to customers and prospects is a common marketing strategy.
Tips On Writing an Effective Newsletter
- Keep your audience in mind:
What is relevant to them? What is important? - Effective management involves planning and influence:
Develop a publication structure, an editorial calendar and written writers guidelines. - Must be sustainable:
Be realistic about the amount of content you can consistently produce. - Begin with good basics and build on solid ground:
The most basic newsletter should have a few lead stories, shorter news items and a message from your leader. A more developed publication might include features, departments, columns, an editorial, cartoon, in-house news, news tidbits, regional round-ups, etc. - Deadlines are sacred:
Build-in a safety cushion to allow for unexpected delays. - Know your direction:
When dealing with writers, negotiate topic, length, treatment and deadline before assigning an article. Include important sources and the key questions which the story will address. - Offer feature writers a byline and an author's note:
Writers gain exposure and your publication gains credibility. - Be concerned about how your newsletter reads before you worry about how it looks:
Attractive graphics can obscure important content needs. Relevant and well-written content should be able to stand on its own, even as plain text. - For an effective e-newsletter, keep it 'clean and simple':
Keep it to plain text. Be concise, and put an 'in-this-issue' outline at the top. The footer should have complete 'subscribe' and 'unsubscribe' information. You should archive back issues, with an annotated index, on your Website. - Good writing and good editing require direction and hard work:
Your copy should sing rather than drone. It should ring when tapped. Write compact copy in the active voice. Edit for clarity, conciseness, jargon, length and correctness. The bottom line is your readership; give them top priority. - Lead with strong items that have broad appeal:
Your editorial or a message from the CEO should have a regular spot after the lead items. In-house or more parochial news should have a regular spot much further in. This gives you the best chance of competing for attention, while those familiar with your newsletter know where to find what they want. - Learn the distinction between simple information and a story:
Information comes to life as a story when someone talks about it. Try to cite sources as part of the way you do things. - A successful newsletter depends on plentiful and reliable sources:
Consider an acknowledgment box that lists everyone who contributed to an issue. This will reward people for helping and encourage others to participate. - Look for reader feedback:
Watch to see how people scan your publication. Talk with a new sampling of readers after each issue. Do a formal readership survey on a regular basis. Track what's happening. - The true test of performance is behavior:
You'll know you have an effective publication when your strategic audiences clip and save articles and when people are eager to write for it.
Press Kits
A Press kit, often referred to as a media kit in business environments, is a pre-packaged set of promotional materials of a person, company, or organization distributed to members of the media for promotional use. They are often distributed to announce a release or for a news conference.
Press kits are commonly used for
- Product launches
- New company launch
- Mergers and acquisitions
- News conferences
- Large events / Industry trade shows
Common Components
- Backgrounder with historical information on the company or individual.
- Fact sheet listing specific features, statistics, or benefits.
- Biographies of key executives, individuals, artists, etc.
- Past press coverage
- Photos or other images (high resolution) of key executives, logos, products, etc.
- A press release detailing the current news the media kit is sent in reference to
- Media contact information (usually of a public relations department or spokesperson)
- A CD, DVD, software title, video, etc. as appropriate for the sender of the release
- Collateral advertising material, such as: postcard, flier, newspaper ad, etc.
Band Press Kits
Press kits are a common promotional tool used by musicians when launching a new album. Band press kits often have their own unique set of components, including:- Band biography / History of the band
- CD
- Color photos (many corporate photos are done in black and white for newspaper print purposes)
- Contact information for the band's label, manager, publicist, or other representative
- Discography (all previous albums released by the band)
- Equipment list (if the kit is being sent to live music venue)
- Electronic press kit (EPK)
Distribution formats
An electronic press kit can be distributed via the following media:
- CD
- DVD
- Video or audio cassette
- The Internet (e.g. E-mail, WWW, newsgroups, etc.)
- USB flash drive
- Electronic press kits are also available on corporate websites, where kits are offered in PDF format.
Contents
Contents depend on the industry and target audience. For instance, an EPK in the music industry might contain the following:
- Biography
- Music clips
- High resolution press photos
- Tour dates
- Promotional videos
- Offline website or website links
- Press reviews and interviews
- "RIYL" or "recommended if you like" list (list of artists in similar styles or genres)
- Contact information
- High resolution photos or images of key executives, the company logo, products, etc.
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