Most communications pros are focused on getting the word out, not in. But, as we’ve recently covered, internal communications are important and there’s plenty of overlap between the priorities of a PR professional and the internal newsletter that might come from your culture or HR team. Whether you have an internal newsletter dedicated to your media coverage or not, any intra-company newsletter is an opportunity to keep everyone in sync.

For PR and marketing pros, internal newsletters are a great way to tout successes, make sure everyone understands a brand’s message and tone. It can also serve as a central document to gather resources for your organization, with links to brand graphics, a style guide, and access to a social media guide. Having this info front and center can cut down on valuable time spent looking for these resources.

When embarking on an internal newsletter strategy, remember that the values you want your company to reflect should be the values underlying your newsletter content.

With the right content, your organization’s internal newsletter can:

  1. Funnel content to internal pipelines. Make sure everyone knows what PR is up to. You want to share your successes, and get everyone in synch on your company’s top messages.
  2. Promote social advocacy and provide guidance. You spend a lot of time on social strategy. Chances are your coworkers aren’t keeping up. An internal newsletter can help promote your social message, and make sure everyone is aware and motivated to help promote it.
  3. Reinforce brand voice, style, imagery, and personality. Are you seeing fellow employees misrepresenting the brand? Quick do’s and don’ts can go a long way in keeping everyone on their toes. Plus linking out to your style guide and templates is useful to anyone creating presentations and reports.
  4. Highlight evergreen content. The comms and content marketing team and creating great content. Your sales team could use it as a great excuse for touching base with key prospects. If only they knew about it. Use your internal newsletter to encourage they share the thought leadership you’ve worked so hard on.
  5. Highlight customer case studies and bring in suggestions for new ones. Case studies are a great sales tool, and an internal newsletter can highlight new and relevant clients that are using your product or services. There’s no better advocate for the brand than happy customers!
  6. Complement existing company collateral and resources. An internal newsletter is a weekly, monthly, or quarterly examination of what the company finds important. It can be a platform to welcome new employees, announce new product versions, highlight the company’s successes, and ask for input on a rebranding. In this way, it reinforces the messages and information in all the other content that your company produces. Use it to collect feedback and insights.
  7. Turn a colleague into a hero. Calling out successful collaboration helps those involved feel appreciated and encourages more sharing of ideas and resources.
  8. Reinforce transparency as a mindset. Having a newsletter opens up a line of communication that doesn’t clog up the email inbox. As comms pros, we know that the best way to start a conversation is to provide the subject and the platform. At the very least, an internal newsletter can be the jumping off point to discuss company values and employee culture.
  9. Share news updates. If a newsletter is implemented right with a predictable cadence, it can be an invaluable mouthpiece for internal stakeholders throughout the organization. The resulting content can be a 360-view of what is going on in an organization. The material can be as diverse as a recap of the CEO’s recent “Ask Me Anything” (AMA) session; the sales team’s exceeding their monthly sales quotas; issues with a recent product launch; or highlights from the social media team
  10. Include industry news, trends, and insights. No matter how innovative a company is, competitors are a healthy part of any industry. That’s why highlighting the achievements, as well as the missteps of close competitors, can give employees insight into how to do their jobs. With a media monitoring solution in place, a company can monitor their own, as well as competitors’ keywords to see how well their social media accounts are leading to engagement. From this info, they can perform competitive analysis to share with the entire organization.

Employees are key in building and protecting brand reputation. Doesn’t it make sense to cultivate a strong employee culture? An internal newlsetter is a key component of a strong employee brand ambassador program. Now, that newsletters are easier than ever to produce, the question is not “why start an internal newsletter?” But instead, “why not start a newsletter today?”