Print publications will continue to be produced in vast quantities for several reasons. Many organizations, for example, still find them to be the most efficient method of reaching their entire workforce. This is particularly true of many companies that have field staff and plan workers who have limited access to electronic communications via computer. Another reason why print newsletters and magazines continue to thrive is that a print publication is unique; employees can hold it, touch it, mark it up, pass it around, take it home, and refer back to it. And indeed the number one advantage of a print publication is its portability.
1. The balancing act of editors. You must produce a newsletter or brochure that advances and promotes management’s organizational objectives and, at the same time, provides information that isn’t boring to the audience. In addition, you have a responsibility to serve the interests of the employees or other constituents. Indeed, editors need to balance the needs of management, the interests of readers, and their own journalistic standards. Some never do solve the dilemma and stick to folksy stories that please many and offend none. Actually, the balancing act can be done if the editor is able to understand that all three are interrelated.
2. A mission statement gives purpose. The best editors, the one who regularly win awards, seem to understand the purpose of their publications and the interests of their readers. One technique is to develop a concise, simple mission statement of approximately 25 words that helps both editors and management understand the purpose of the publication. The statement should cover the publication’s general content, its audience, and its strategic role.
3. Editorial plan. It is a good idea to prepare an annual editorial plan that maps out what kind of articles and other material you will prepare for the entire year. This enables you to develop story ideas that complement the organization’s objectives for the year. Some good devices that organizations use to communicate their core strategies were to highlight boxes, bullet point, special column headings, graphics, and pull quotes to emphasize key strategic information.