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Fundamentals of Public Relations MCM 401

Lesson45

FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER

Overview

The most important tool of public relations is newsletter .Despite various developments in the technique

and applications of PR newsletter stills maintains significant importance as a public relations tool.In this

lecture fundamentals of a successful newsletter will be highlighted besides explaining its

role,importance,different types and kinds.

Important Segments

RESEARCH

PLANNING

WRITING

PRODUCTION

DISTRIBUTION

EVALUATION

Definition By Purpose.

Demographic distribution of the reading audience.

Psychographic consideration- of why the audience is reading your

newsletter.

4 categories ---

Constituency newsletter.

Employee or member newsletter.

For profit newsletters.

Advocacy newsletters.

Defined By Distribution

Vertical Publications

Newsletters that are distributed within the organization...as these are for everyone from clerk to CEO.

Horizontal Publications

Newsletters that are distributed to a more narrowly defined group with a common interest.

Defined By Format.

2 Elements.

Size.

Cover Design.

Common design

8 1/2 X 11 inch page.

Using 11 x 17 inch paper

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Fundamentals of Public Relations MCM 401

Defined By Frequency

Published on a regular basis.

Information should be timely.

Can be published weekly, monthly or quarterly.

Primary purpose to keep in touch.

Management By Objective ( MOB )

3 Objectives:

Entertainment.

Information.

Persuasion.

The Right Questions

Is newsletter a proper medium for your Message?

Defining target audience.

Defining a goal.

Setting objectives & evaluate techniques to achieve the goals set.

Developing editorial statement.

Planning --- Making the Right Choice.

Determining quality.

Determining format.

Determining frequency.

Determining budget for publication.

Selecting content.

Deciding on a design.

Selecting an effective name.

Implementation - Doing Right Things

Gathering information for stories.

Writing stories & editing them.

Writing headlines.

Arranging or taking photos.

Obtaining additional artwork.

Copy fitting stories.

Typesetting stories.

Printing the newsletter.

Distributing the newsletter.

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Fundamentals of Public Relations MCM 401

Evaluation --- Keeping It On Right Track.

Testing your message in advance of distribution.

Monitoring effectiveness of the newsletter.

Evaluating messages during & following the Programme.

VIRTUAL NEWS

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