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FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING

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Fundamentals of Public Relations ­MCM 401
VU
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
VU
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
VU
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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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING