Corporate Newsletters

Corporate newsletters are more than communications vehicles, they are cheerleaders. Use them wisely and improve morale and employee retention.

Cheerleaders are great morale boosters. Whether a team wins or loses, they remain supportive, encouraging their team to continue to play its best. Likewise, effective corporate newsletters serve as internal cheerleaders, boosting employee moral and support of management and corporate objectives. Produced effectively, such corporate newsletters also will help to boost employee satisfaction and retention. What are some ways companies can enhance the use of corporate newsletters as internal cheerleaders?

First, check your viewpoint. While some people scoff at the purpose of cheerleaders in sports, others understand their value. Any corporate communication vehicle, like a cheerleader, should be viewed as a valuable extension of the team. Newsletters, therefore, should reflect management goals and objectives. When those goals change, corporate newsletters should provide news and analysis of those changes and how they impact the team (employees). How rapidly those goals are communicated will determine the level of employee support for those changes.

Second, check your image. Cheerleaders on the sports field present a unified image -- all of them are dressed alike, say the same thing, move as a cohesive unit and understand their purpose. Effective corporate newsletters present a unified corporate image, building on a company's overall image by effectively utilizing the corporate logos, color schemes and management messages.

Third, consider purpose. Like an enthusiastic cheerleader, corporate newsletters should get your team (employees) and its fans (external audiences) excited about the company. Great newsletters go beyond merely announcing these items -- they make them as exciting and employee-oriented (what does this means to me?) as possible. For example, new product releases or contracts, promotions and industry awards are just a few newsworthy items that should be showcased in a company newsletter.

Fourth, maximize the home team advantage. Corporate newsletters can reach the team when others can not. As an insider, a corporate newsletter has a direct link to the internal working of a company. Thus, it should be a primary source of information and news for the team. Employees should not have to read local news reports, or benefit statements, for example, to find about changes to the corporate structure or benefit plan.

Fifth, be consistent. Like a faithful cheerleader, a corporate newsletter should be consistent, eliminating the image as a fair weather friend. Used properly, an internal newsletter, for example, will cheer the company's performance in good and bad seasons, encouraging team members (employees) to stick with the team through thick and thin.

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