Post on 19-May-2015
description
Corporate Journalism & Publications Summary Lecture
Part One
Sherrie Lee
Corporate Messaging: Taglines
Corp
ora
te M
ess
agin
g: T
hem
atic
appro
ach
Corporate Branding: Logo placement, colours
Types of Communications Tools Print & Non-print
IDENTIFY
Types of tools
Uses in Corp Comm environment
Features
Advantages & disadvantages
TEST TIPS
EVALUATE
appropriateness of tools
Specific message to be conveyed
Purpose or objective
Audience and stakeholders
Budget
TEST TIPS
Flickr: nesster
Newsletters/Magazines
Annual Reports
Brochures/Flyers
Posters/Banners
Commemorative Books
Ad hoc Publications
Image: intermediaglobal.com
NEWSLETTERS
PART
S O
F A
NEW
SLET
TER
Types of newsletters
Production
considerations
Feature writing style
Flickr: timetoembark
TY
PES
OF N
EW
SLE
TTE
RS
Institutional
Employee
Association
Community Group
Special interest
NEWSLETTER PRODUCTION
Flickr: jeffwerner
CONSIDERATIONS
Budget
Frequency
Circulation
Method of distribution
In-house /outsourced
NEWSLETTER PRODUCTION
SPECIFICATIONS
No. of pages (in 4s)
Binding methods:
fold, saddle stitch,
perfect bind, spiral bind
Size
Colour Flickr: avelino_maestas
An article that features something as its
central point or theme
FEATURE WRITING
Delayed lead
Used to create ambience and
entice reader into story
May start with a quotation,
question, description
Summary lead/
Inverted pyramid
Captures key info early
Not often used for features
THE LEAD
Image: tvtropes.org
ANNUAL REPORTS
Comprehensive report on a company's activities
throughout the preceding year
Provides information about the company's
activities and financial performance
Aimed at shareholders and other interested people
ANNUAL REPORTS
Statutory requirement for all
public listed companies and
statutory boards
Tells where company is going
in the future
Marketing and public relations
tool
Permit is needed for publishing annual report
ANNUAL REPORTS
Message from Chairperson/CEO
Corporate Profile
Operations Overview
Highlights of the year
Financial Summary
Balance Sheet & Income Statement
Independent Auditor’s Statement
ANNUAL REPORTS: CONTENT
Image: theclipgroup.com
Collate info - requires working with:
Chairman/CEO
Company Secretary
Finance/Investor Relations Departments
Deal with Designer and Printer
Draft corporate sections e.g.
Chairman’s Statement
Operations Overview
List of Board of Directors
Proofread and Translate (if needed)
Press checks
CORP COMMS INVOLVEMENT
Image: brainstormgraphics.com
B
RO
CH
UR
ES
Target Audience/Purpose
Format
How info is organised
Position brochure
Standalone/part of a series
Length/Pages/Folds/Size
Paper quality/finishes
Budget
Usage
Image to be projected
Image: landinidesign.com
Image: wiki.scribus.net
Front Cover
Logo, Company Name and Tagline
Back Cover
Company’s contact info
Tagline
Company name and logo Company’s contact
info
Image: smiletemplates.com
Image: sm
iletemplates.com
Outside front panel Outside middle panel Outside back flap
Inside back flap Inside middle panel Inside front panel
Inside Front Panel
Most important panel
Essence of message
Good location for a glowing
testimonial
Usually written last
Inside Panels
Complete description of
the intended message
e.g. what the company
does and its full suite of
products/services
Image: stocklayouts.com
Image: bizinkprinting.com
Image: printat284.com
Image: becauseicare.sg
Quick way to
disseminate info
Reach large
audience
Single sheet /
double-sided
(optional)
Limited information
Eye-catching design
Relatively
inexpensive
Short term impact
Image: unaids.org
Conversational, direct to target audience
Include message in headline
Use company logo/graphic
Use white space to break up text
Keep text short and simple
Include a “call for action”
Include contact info
POSTERS & BANNERS
Large, usually in colour
Designed to be seen by
people on the move
(crucial)
Dominant visual
component
Minimal text - key info Image: srsc.org.sg
Costly to produce
(size, material)
Announcements/
provide info
Put up at locations
where intended
target audience is
likely to pass by
Image: hpb.gov.sg