FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING

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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

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RESEARCH

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PLANNING

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WRITING

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PRODUCTION

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DISTRIBUTION

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EVALUATION

Definition By Purpose.

Demographic distribution of the reading audience.

Psychographic consideration- of why the audience is reading your

newsletter.

4 categories ---

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Constituency newsletter.

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Employee or member newsletter.

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For profit newsletters.

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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.

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Size.

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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

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Published on a regular basis.

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Information should be timely.

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Can be published weekly, monthly or quarterly.

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Primary purpose to keep in touch.

Management By Objective ( MOB )

3 Objectives:

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Entertainment.

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Information.

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Persuasion.

The Right Questions

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Is newsletter a proper medium for your Message?

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Defining target audience.

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Defining a goal.

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Setting objectives & evaluate techniques to achieve the goals set.

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Developing editorial statement.

Planning --- Making the Right Choice.

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Determining quality.

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Determining format.

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Determining frequency.

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Determining budget for publication.

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Selecting content.

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Deciding on a design.

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Selecting an effective name.

Implementation - Doing Right Things

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Gathering information for stories.

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Writing stories & editing them.

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Writing headlines.

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Arranging or taking photos.

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Obtaining additional artwork.

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Copy fitting stories.

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Typesetting stories.

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Printing the newsletter.

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Distributing the newsletter.

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Fundamentals of Public Relations MCM 401

Evaluation --- Keeping It On Right Track.

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Testing your message in advance of distribution.

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Monitoring effectiveness of the newsletter.

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Evaluating messages during & following the Programme.

VIRTUAL NEWS

This is a sample text for the

Newsletter This is a sample text

for the Newsletter This is a