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3 Ways to Make Internal Newsletters More Effective

By: Nick Sargent | 08/31/2011

Not long ago internal newsletters were simply feel-good vehicles to celebrate employee birthdays, announce Christmas parties and give the CEO a forum to thank employees for their contributions.

During the last few years, that's changed. As the rapidly evolving information age requires quick, innovative action from companies and their employees, the internal newsletter has become a critical part of effective employee engagement and change management.

For all their importance, writing for internal newsletters can often feel like you're feeding an insatiable content beast. Just as you get the final source approvals for one issue, the next issue whispers, "Feed me."

At Standing Partnership, we work with clients in a variety of industries to help formulate and execute an effective employee relations strategy. We've found that regardless of the size, scope or technical nature of a company, there are three things every company can do to make their internal newsletters more effective.

1. Be strategic: When you're feeding the beast, it's easy to focus on the amount of content you need to create rather than taking the time to plan the right content.

• Before you begin planning your content calendar, you should take a step back and ask: "What behaviors are we trying to encourage?"
• Each issue should touch on the mission, vision and goals of the company.
• Highlight how top employees embrace those target behaviors to achieve strategic objectives.
• Encourage company leadership to clearly define what all employees can do to help achieve those objectives going forward.

2. Be consistent: Key messages are as important to internal audiences (if not more so) as they are to external audiences. Employees are your company's ambassadors in the community, and every issue of your newsletter should reinforce those messages so employees know them as well as your communications team. For your staff (and sometimes your executives), it can be tempting to say things in a new way or rephrase goals or objectives because they seem stale.

But remember: They're not stale to your employees. The hyperactive nature of work that makes internal newsletters so valuable also makes it difficult for employees to spend much time reading them. Even if your executives feel like they are repeating the year's goals for the 100^th time, it's probably the first time some employees are listening.

3. Be concise: So, how can you encourage employees to read the newsletters you slave over? Respect the numerous demands on their time by making stories short yet relevant:

• Write leads with impact.
• Cut quotes that don't add anything to the story.
• By the second paragraph, make sure you answer: "What does this mean to employees?"
• Write in active tense.
• Use bulleted lists when possible.

 What are some ways you're effectively feeding your newsletter content beast?

Posted in Employee Relations