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How to Make a Newsletter

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A guide to making a newsletter

Publicado en: Empresariales, Tecnología
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How to Make a Newsletter

  1. 1. Prepared by Prof. Grabowski
  2. 2. • There is one communication tool that you can use to assure regular, repeat, consistent exposure for your organization’s name, message and information: the promotional newsletter.
  3. 3. • Used effectively, the newsletter can keep employees up to speed with what’s going on and help market your organization to the outside public. For your next assignment, you are required to make a newsletter. We’ll discuss how to create a newsletter that addresses different audiences, how it should be designed, what information it should contain and how to send it and market it.
  4. 4. • An employee or internal newsletter is good for large organizations (50 or more employees/members). It can help the organization maintain control of communication within their organization and improve morale by making employees feel like they’re part of the organization.
  5. 5. Internal newsletters can be used to: • Celebrate the accomplishments of the company • Devote space to employee profiles and announcements of internal awards • Communicate management’s official message about difficult situations
  6. 6. • The main purpose of the external newsletter is to help establish your image and build your credibility with your audience (customers, prospective clients, alumni, etc). The newsletter provides a way for you to communicate with them on a regular basis. This way, they are reminded that you’re out there without you being in their face by making unnecessary phone calls or e-mails.
  7. 7. • When making an external newsletter, the key is to include information that will be newsworthy to your audience. Therefore, the information you include in an external newsletter will likely differ from an internal newsletter.
  8. 8. • Newsletters should be sent at regular intervals, otherwise people may forget about your organization or feel detached from it. On the other hand, sending a newsletter too frequently can be overkill. People are busy and don’t have time to read a newsletter every week. Therefore, organizations should probably aim for a quarterly newsletter (four times a year). For our assignment, you will be required to make only one issue.
  9. 9. • Likewise, a balance needs to be struck with the newsletter’s length. Two to eight pages is probably ideal. Less than two is insubstantial. More than eight is too much reading. For our assignment, you will be required to publish at least two pages.
  10. 10. Your newsletter should be sent to anyone with whom you want to inform about your organization and establish a regular relationship. These people may include: Employees or members Current customers Prospective customers Past prospects Vendors Colleagues Consultants, gurus or other prominent people in your industry • Media that covers your organization or field • • • • • • •
  11. 11. For example • If you’re doing a newsletter on your sorority, for example, you should send it to current members, prospective members, alumni, faculty advisors or administrators you work with, the national office and the editor of any publications it may have, and perhaps the presidents of other sororities and fraternities on campus. And be sure to save some copies for open houses and other events when the public visits.
  12. 12. • The design should be attractive, easy to read and consistent from issue to issue in order to build recognition and awareness. After time, readers will come to welcome your newsletter and even seek it out in a pile of mail in their inbox. But you’ll get that result only if your newsletter has a distinctive, recognizable and consistent design.
  13. 13. • You need to make several decisions as you begin the design process for your newsletter. Do you want a two- or three- column layout for your newsletter? Do you want rules (lines) between the stories? Do you plan to use a white or colored paper or background? What font (type style and size) is appropriate for your audience? What size will your headings be? How wide should your margins be – both around the outside of the newsletter and between stories and photos?
  14. 14. • Another important design element is that you need to develop a nameplate (banner) highlighting the name of the publication. You need to determine the look, content and feel of your newsletter long before you even publish the first issue. In addition to the basic format, you also need to decide approximate length of copy, the type of visuals (photos, line drawings, graphs, etc.) needed and the types of articles that will be featured.
  15. 15. 1. Nameplate The banner on the front page of a newsletter that identifies the publication is its nameplate. The nameplate usually contains the name of the newsletter, possibly graphics or a logo, and perhaps a subtitle, motto, and publication information including Volume and Issue or Date. For advice on choosing a name for your newsletter, read:
  16. 16. 2. Body The body of the newsletter is the bulk of the text excluding the headlines and decorative text elements. It's the articles that make up the newsletter content.
  17. 17. 3. Table of Contents Usually appearing on the front page, the table of contents briefly lists articles and special sections of the newsletter and the page number for those items. If your newsletter is two pages or less, you probably don’t need a TOC.
  18. 18. 4. Masthead The masthead is that section of a newsletter design, typically found on the second page (but could be on any page) that lists the name of the publisher and other pertinent data. May include staff names, contributors, subscription information, addresses, logo, etc.
  19. 19. 5. Heads, Titles • Headline - After the nameplate, the headline identifying each article in a newsletter is the most prominent text element. • Kicker - Often seen in newsletter design, the kicker is a short phrase set above the headline. The kicker can serve as an introduction or section heading to identify a regular column. • Deck - The newsletter deck is one or more lines of text found between the headline and the body of the article. The deck elaborates or expands on the headline and topic of the accompanying text.
  20. 20. • Subhead - Subheads appear within the body of articles to divide the article into smaller sections. • Running Head - More familiarly known as a header, a running headline is repeating text often the title of the publication - that appears, usually at the top, of each page or every other page in a newsletter design. The page number is sometimes incorporated with the running headline. Remember: use a banner only on the front page and a running header on other pages.
  21. 21. 6. Page Numbers Page numbers can appear at the top, bottom, or sides of pages. Usually page one is not numbered in a newsletter.
  22. 22. 7. Bylines The byline indicates the name of the author of an article in a newsletter. The byline commonly appears between the headline and start of the article, prefaced by the word "By" although it could also appear at the end of the article. Bylines are optional and not necessary.
  23. 23. 8. Continuation Lines When articles span two or more pages, a newsletter uses continuation lines to help readers find the rest of the article. – – Continuation Heads - When articles jump from one page to another, continuation heads identify the continued portion of the articles. The continuation headlines, along with jumplines, provide continuity and cue the reader as to where to pick up reading. Jumplines - Jumplines, also called continuation lines, typically appear at the end of a column, as in continued on page 45. Jumplines at the top of a column indicate where the article is continued from, as in continued from page 16.
  24. 24. 9. End Signs A dingbat or printer's ornament used to mark the end of a story in a newsletter is an end sign. It signals the reader that they have reached the end of the article. These are optional.
  25. 25. 10. Pull-Quotes Used to attract attention, especially in long articles, a pull-quote is a small selection of text "pulled out and quoted" in a larger typeface. These are optional.
  26. 26. 11. Photos / Illustrations A newsletter design layout may contain photographs, drawings, charts, graphs, or clip art. – Mug Shots - The most typical people photograph found in newsletter design is the mug shot — a more or less straight into the camera head and shoulders picture. – Caption - The caption is a phrase, sentence, or paragraph describing the contents of an illustration such as a photograph or chart. The caption is usually placed directly above, below, or to the side of the picture it describes.
  27. 27. 12. Mailing Panel Newsletters created as self-mailers (no envelope) need a mailing panel. This is the portion of the newsletter design that contains the return address, mailing address of the recipient, and postage. The mailing panel typically appears on one-half or one-third of the back page so that it faces out when folded. This is unnecessary if the newsletter is being e-mailed or posted online.
  28. 28. • The body is the heart of your newsletter and what will determine whether people read it. Your newsletter should contain a variety of interesting information and visuals. In order to avoid copyright infringement, you must create everything in your newsletter – that means no stealing photos or articles from the Internet. However, you may use content if you receive permission to use it. It still needs to be properly credited, though.
  29. 29. Among items you may include in your newsletter are: • • • • • • • • • • • News: Articles that cover the 5Ws about newsworthy events Tips or How-to Articles Previews and Reports: News about events or things coming up People: new members or hires, awards, profiles, human interest stories Milestones: Accomplishments, awards, anniversaries, etc. Publications Photos with captions Interviews: Q&A with a member or official Columns: Such as a president’s or chairperson’s column Community affairs: fundraisers, scholarship programs, social responsibility programs, volunteer efforts, environmental programs Gimmicks: contests, quizzes, trivia, cartoons
  30. 30. • You can produce your newsletter using Microsoft Office, which provides a variety of free templates for newsletters. In addition to the templates that come with MS Office, you can download additional free templates online. When your newsletter is complete, you must save it as a .PDF file so that it can be e-mailed.
  31. 31. • Once you determine who your readers are, you must compile an e-mail list. The organization you create the newsletter for should be able to provide this. Often times, they will just have one e-mail address that forwards messages to their entire organization. After I have reviewed your newsletter and you have made revisions, you will e-mail your newsletter to your readers. So, hold off on emailing everyone, until I say so.