You Need 3 Things In Every Internal PR NewsletterAs PR pros we can get caught up in the everyday tasks of our work. That’s understandable; it takes time to broadcast messages, cultivate relationships, protect a brand, benchmark competitors, and of course, track and report ROI. Something PR professionals often forget to build into their schedule is a way to share successes with colleagues—and prove PR’s contribution to business goals. That’s why implementing an internal PR newsletter is essential.
Transparency gets thrown around a lot as organizations look for ways to promote internal culture and reduce friction. While some of this might be lip service, companies that regularly share information with employees help build a more unified brand voice and deeper understanding of shared goals—and are even in a better position when a crisis hits. Think of Google dealing with the fall-out from James Damore’s “there’s a biological basis for the lack of women engineers” memo; where the CEO made public an internal email regarding the controversy and employees like Yonatan Zunger and Youtube CEO Susan Wojcicki were empowered to publish their opinions on the controversy versus Uber with their multi-level culture of crisis.
That’s why implementing an internal newsletter from the PR department can help you get ahead of the curve, making you a brand leader—an advocate for transparency by example.
— Erika Heald | Marketing Consultant (@SFerika) May 15, 2018
Since your external PR is yielding results, not sharing it with your colleagues, let alone the C-Suite, is doing them a disservice. It is also possibly stunting the potential of your campaign and contributing to an atmosphere of working in communication silos. Isn’t it time that you get high-fives from colleagues who don’t work on the communications and marketing teams?
So How Do You Start Your Internal PR Newsletter?
While an internal PR newsletter is often recommended, knowing best practices for what to include every month—or even every week—can leave you stumped.
So we wrote this post detailing the three examples of content that should go in every PR newsletter:
1. Upcoming Speaking Engagements for C-Suite and Attendance at Conferences
Knowing when the C-Suite or colleagues are making public appearances, or when your company participates in conferences, should be included, providing visibility to employees on how your company positions itself within its industry. These events can also illustrate how product, marketing, and sales efforts sync up. And while we would suggest that CEOs share their best material with an internal audience first, knowing when colleagues are speaking locally can help everyone support each other at their speaking gigs and learn about what various teams are up to.
2. Earned Media Coverage
If you receive hard-earned coverage in a media outlet, whether it’s the Washington Post or a niche publication that’s important to your industry, wouldn’t you want to shout it from the mountaintop? Well, here’s the perfect venue for doing just that. Tag the story in your media monitoring platform and create a newsletter using the built-in functionality, don’t forget to include additional insight. Your brand mentions mean as much to your colleagues as they do to you, so share that article that has a link to your product, quotes your CEO about the state of your industry, or shows how your company is making strides with its offerings. Your colleagues want to know how the rest the of the world perceives the company. And as a bonus, summarize your coverage analytics to show how your reach and share of voice have grown, so they can take pride in the momentum you’ve built.
3. Employee Ambassador Resource Repository
Related to #2, let the PR newsletter act as a repository for employee ambassador materials. Your colleagues want to share what an awesome place to work the company is. Give them an opportunity by sharing key media coverage. Don’t forget to provide them with all they need to be the best employee ambassador. Along with links to earned media, include links to your social channels, any branded hashtags you’d like to get circulating, and consider writing sample tweets for them to use. You’ve also got an opportunity to encourage social sharing by highlighting high-performing employee ambassadors. And if you’re creating a lot of content in-house, this can be an opportunity to vet the devoted, but nascent writers among colleagues who might be coaxed into writing future blog posts.
Newsletters are often overlooked by businesses but, by following basic rules and implementing best practices for transparency, you are unleashing a powerful tool and a great way of engaging, motivating, and inspiring your colleagues. And it doesn’t hurt that you’re giving yourself the PR you need for all the work you’re doing.
If you’re interested in implementing an internal PR newsletter, we can show you how to do that in less than 15 minutes.