Corporate communications are messages aimed at creating a favorable image among shareholders, media, employees, channel partners, and the general public. Generally, corporate communications are understood to include news releases, newsletters, brochures, and — of course — the ever-growing range of social media: blogs, Facebook, Twitter, LinkedIn, and the like.
Consistency with established corporate branding and identity is crucial: “Loose cannon” messages can play havoc with a company’s image, costing a great deal of money and time to overcome. Documenting firm policies and procedures with regard to corporate communications and disseminating them company-wide can help forestall embarrassing or damaging statements from misinformed personnel. This is even more important in the Internet era, when employees at all levels have access to a number of online communication tools — and a single post can spread like wildfire across the Internet.
As part of a company’s overall policies and procedures document, a corporate communications subsection should address these topics:
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Seems to me like “Tee Times” would a more enjoyable, informal read from a source that knows golf and its lingo. No less informative, just more accessible. And I get that impression simply from the title.
Yep, the title for your company’s newsletter is that important. It’s also one of the most difficult processes you’ll encounter during newsletter development. Even a narrowly focused corporate newsletter will (hopefully) have a variety of content in it, and it will be charged with accomplishing so many things — so how do you sum it all up into one compelling title that convinces your readers that the newsletter’s pages are packed with valuable info that they need?
And, of course, your newsletter name needs to straddle that line between professional whimsy and ridiculous.
One common method of naming a newsletter is to ask employees for ideas. They’ll certainly know the lingo, and some of them are likely quite witty. And that’s an extremely effective way to generate interest, enthusiasm, and water-cooler buzz. Maybe you can make it into a contest.
If you don’t want to call for employee suggestions, try these tips for finding the perfect name for your newsletter:
No one likes to be interrupted. This is particularly the case with what is known as outbound marketing, which includes the often annoying telemarketing phone calls, spam e-mails, and sales flyers stuffed into your mailbox. With inbound marketing, the attention of the customer is first earned then maintained, vastly increasing the value of the prospect.
|Common forms of inbound marketing include:|
Inbound marketing is a term developed by CEO and co-founder of HubSpot, Brian Halligan. The concept is based on the idea that attention is earned. Marketers make their product or service easy to be found, then use the tools and technology to attract potential customers and provide content that is relevant to their needs and interests. Watch Mr. Halligan explain inbound marketing further in this YouTube video.
One of the reasons the concept works so well is that it allows potential customers to first provide their permission to engage with a company. This act helps create a collaborative exchange between marketers and consumers. Says marketing guru Seth Godin (who refers to inbound marketing as permission marketing), “Every marketing campaign gets better when an element of permission marketing is added.” Listen to Mr. Godin explain the concept further in this YouTube video.
A Changing Marketing Environment
Mr. Godin also believes that the days of outbound marketing are ending, which isn’t hard to imagine when a few statistics are examined. According to marketing experts at HubSpot:
So the idea is to open a dialogue that attracts potential customers through a mix of social media then give them an experience that speaks to their needs, their concerns, and provides them with valuable information. Customers can then make informed decisions and purchases. Say goodbye to spam.