The document discusses various tools and policies for communicating with the public, including one-way methods like newsletters, brochures, white papers, and podcasts. It also discusses social media applications like discussion boards, blogs, and wikis. Guidelines are provided for creating effective content and engaging with users for each method of communication.

1. Tools and policies for
communication have changed:
• The old philosophy was top down. For
example, a company wanting to publicize a
new product would issue press releases, write
articles for trade magazines, and place ads in
magazines and on TV.
• The new philosophy is bottom up. Now, a
company uses social media to connect with its
various stakeholders.
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2. Here are four one-way applications for
presenting information to the public:
• newsletters
• brochures
• white papers
• podcasts
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3. A typical newsletter includes
most of these 10 elements:
• banner
• table of contents
• headlines
• bylines
• jump lines and end signs
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4. A typical newsletter includes
most of these 10 elements (cont.):
• continuation headings
• photographs
• pull quotes
• publisher
• postal information
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5. Follow these four suggestions
when creating a brochure:
• Decide where and how your brochure will be
reproduced.
• Design your information to fit appropriately on
the panels.
• Use the front panel to attract attention.
• Avoid design clichés.
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6. Follow these seven suggestions
for writing an effective white paper:
• Communicate useful information.
• Use a subtle approach.
• Cite your sources.
• Make the white paper easy to skim and
navigate.
• Help readers who don’t know all the jargon.
• Make sure the white paper prints well in black
and white.
• End with a call to action.
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7. Practice these six ethical values
when marketing your organization:
• honesty
• responsibility
• fairness
• respect
• openness
• citizenship
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8. Follow these four steps
when creating a podcast:
• Prepare for your podcast.
• Record the podcast.
• Edit the podcast.
• Publish the podcast.
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9. Three social-media applications
for connecting with the public:
• discussion boards
• blogs
• wikis
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10. Follow these six guidelines
when posting to discussion boards:
• Share your knowledge.
• Do your homework before posting a question.
• Support your claims with evidence.
• Stay on topic.
• Avoid personal attacks.
• Disclose potential conflicts of interest.
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11. Follow these six guidelines
when writing a blog:
• Know and follow your company’s blogging
policies.
• Provide good content without saying too
much.
• Use an authentic voice.
• Avoid conflicts of interest.
• Manage your time carefully.
• Follow up on negative comments.
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12. Follow these six suggestions
when using a wiki:
• Know your audience.
• Keep your wiki up-to-date.
• Integrate the wiki with other documentation.
• Integrate the wiki within your community.
• Make organization a high priority.
• Help reluctant users get involved.
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