Why Your Organisation Needs an Internal Newsletter

mail boxes
mail boxes

When a PR win comes through, you should be shouting it from the rooftops, ensuring Stakeholders and Internal Communications know all the specifics of the latest brand coverage you've landed. Ditto on the competitor news and industry trends that you are tracking.

That's where your internal newsletter comes in.

Today, you can find internal newsletter builders that integrate media monitoring and automate the entire process. Here are 10 reasons why your Internal Communications needs a Newsletter immediately. 

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, and to keep employee engagement and communication levels high. 

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 organisation, with links to brand graphics, a style guide, and access to a social media guide. Having this info front and centre can cut down on valuable time spent looking for these resources.

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

With the Right Content, Your Organisation’s Internal Newsletter Can:

  • 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, so that they can communicate your success and increase your reach!
  • Promote social advocacy and boost employee engagement: You spend a lot of time on social strategy - chances are; your coworkers and employees aren’t keeping up. An internal newsletter can help promote your social message, and make sure everyone is aware and motivated to help communicate and promote it.
  • Take Stock of the Competitive Landscape: Use an internal newsletter as an opportunity to cover 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 colleagues insight into how to do their jobs. With your media monitoring solution in place, benchmark how well you’re doing in comparison to top marketplace competitors. By sharing these metrics, you’re giving colleagues insight into how this data can inform future campaigns.
  • Boost company branding: 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 employees on their toes. Plus linking out to your style guide and templates is useful to an employee creating presentations and reports.
  • Highlight evergreen content: The Internal 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 employee newsletter to encourage them to communicate about the thought leadership you’ve worked so hard on.
  • Increase customer advocacy: Highlight customer case studies and bring in suggestions for new ones. Case studies are a great sales tool, and a 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!
  • Complement existing company collateral and resources: Your newsletter can be 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.
  • Employee engagement and advocacy: Communication is key. Turn a colleague into a hero. Calling out successful collaboration helps those involved feel appreciated and encourages more sharing of ideas and resources, which boosts employee engagement. 
  • 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, this 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 stakeholders throughout the organisation. The resulting content can be a 360-degree view of what is going on in an organisation. 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, communication from a Vice-President, or highlights from the social media team
  • Provide the Data Analytics Behind the Successes of Your PR Efforts: Data is how a segment of your colleagues track success, so in addition to sharing media coverage, you can share easy to read graphs and charts that track monthly media coverage, social media mentions, sentiment, competitive benchmarks, etc… It’s an easy way to benchmark the work you do for those more interested in volume than they are the engagement aspect of KPIs.
  • 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, summarise 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.
  • 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 organisation.
  • Highlight Key Partners and Customers: Use the newsletter as an opportunity to highlight key partners and customers and what their public media coverage is. The newsletter can show how your key partners and customers are using your products and services in interesting ways. This can be useful for sales, biz dev, and customer service teams as they reach out o new partners or assist existing partners and clients. It can also help UX/CX and engineering teams as they understand how products and services are actually used by partners and clients.

Your PR work contributes to business goals as much as sales or engineering. And while the work of those two teams have easy ways to show coworkers the work they accomplish, you can do the same with a newsletter to your employees and colleagues.

Improve Internal Communications with Employee Engagement and Workplace Pride!

Employees are key in building and protecting brand reputation. Doesn’t it make sense to cultivate a strong employee culture? A newsletter is a key component of a strong employee brand ambassador program and improving Internal Communications. 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?”