10 Reasons Your Organization Needs an Internal Newsletter
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 a 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, 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.
Here are some ideas for what to cover. Your organization’s internal newsletter can:
- Funnel content to internal pipelines. When working in a large office, it may be difficult to find information about what other teams are doing. And the reverse is true as well. You might be more successful targeting outside media than your own colleagues. Make sure they know what you’re up to, and encourage them to share as well.
- Promote social advocacy and provide guidance. Keeping track of social platforms that an organization participates in can be daunting. An internal newsletter can help promote brand channels and make sure everyone is aware distinct strategies for each one and specific messages to share.
- Reinforce brand voice, style, imagery, and personality. Quick do’s and don’ts can go a long way in keeping everyone on their toes. Plus linking out to key documents will be useful to anyone creating presentations and reports.
- Highlight evergreen content. An internal newsletter can be a resource for sales and other front-facing colleagues to parse evergreen content to the public. Make sure they know about your great thought leadership pieces.
- 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.
- Complement existing company collateral and resources. An internal newsletter is a weekly, monthly, or quarterly examination of what the company finds important. It broadcasts what management and internal comms deem important to an organization at a point in the company’s evolution. 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.
- Highlight cross-departmental collaborations. Calling out collaborations and results on a company-wide platform helps those involved feel appreciated and encourages more sharing of ideas and resources.
- 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.
- 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.
- 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.
With the challenges of brand protection, doesn’t it make sense to cultivate a strong employee culture? Now, that newsletters are easy to produce, the question is not “why start an internal newsletter?” But instead, “why not start a newsletter today?”
This article was originally published on August 20, 2017 we republish timely posts on Saturdays for those readers that missed them the first time around.