Newsletter Creation Tips

You've just been handed the job of creating your company newsletter.

Where do you start?

No, jumping out the window screaming is not the right answer.

Sure, it's a complicated job. It is, however, manageable. The key is to break the process down into segments, so that it isn't so overwhelming.

The Beginning

• The first step is the most basic, but it's funny how many people forget it. You have to come up with a clear reason why you're producing a newsletter.
• Put a clear objective on paper, and don't ever forget it. If you're creating a piece designed to motivate and inform employees, always keep that in mind. If your newsletter is intended to sell a product or service, don't lose sight of that. Plenty of time and money goes into producing your average newsletter - make sure it has a clear purpose and that it is fulfilling that purpose.
• Once you have an objective, the next step is to see what kind of newsletter you will need, and just as importantly, what kind you can afford.
• Will it be 1 page or 36 (or something in between)? One color or full color? How many copies will you need? Will it be laser printed or will you have an offset printing shop handle the job?
• Get quotes from three different shops, but don't let price be your only guide. Ask to see samples of their work, check their turnaround time, and see if there are extra costs (such as film production, bindery work and delivery) that haven't been factored into their quote.
• Are you going to design it on your computer, or do you think that outsourcing is the best bet (if it is, we'd love to supply a free quote)?
  

Production

• The next step depends on what you are working with. In some cases, you are handed an armful of stories and photos and told to produce a newsletter. In other cases, you are given nothing other than the mission of creating a great newsletter.
• If you have content already, you are ready to create a rough layout. This is just for your benefit ... you can refine it later for others to see. Sketch what you would like to see in the piece. Give space for different articles and photos. Play around with it a bit, to see what you can do with what you have.
• If, on the other hand, you are starting from scratch, you have a little more work ahead of you (but more creative freedom as well).
• You should begin by generating a list of articles for your piece.
• Look for possible graphics and photos to illustrate the publication (straight text can be pretty boring), keeping in mind the need to respect copyright laws. If you don't know whether a photo or an article is safe to use, leave it out. Being sued for copyright infringement isn't part of your job description.
• Then, before starting to write, generate a rough layout, so you have a general idea as to the size of articles you need to write. You can base word counts on other people's newsletters. Don't fret too much about writing to exactly the size set aside for an article ... since words are different sizes anyways, it's not an exact science.
• Write your articles and order/create/shoot your photos and graphics.
• Now you have to typeset (or desktop publish) the publication. Revamp your original layout. If you are sending the material to a graphic designer, give them the revised layout so they have an idea as to where you want your articles to go. If you are doing the piece yourself on your computer, start scanning and inputting.
• If you're doing it yourself, get a good book on graphic design (visit our bookstore) and follow the rules. As you'll quickly learn, having a computer does not make you a designer any more than owning a camera makes you a professional photographer. That's not to say you can't do it - just that you have to realize there are ways of making your newsletter look professional, and ways to ensure it looks amateur. Learn them and you'll do fine.
• Once you've produced your masterpiece, print off laser copies of it and circulate it amongst everyone you can. Have them edit it and take into account any constructive criticism. Don't, however, let yourself be ruled by committee (if you can help it) ... you risk having conflicting design and editorial changes being made. One person may want their name in bold, the next may want theirs in a bigger type, and a third may want theirs in italics. If you listen to everyone, your newsletter is going to turn into a mess.
• After all the approvals have been given, and the piece is as good as you can get it, go to print, then distribute.
  

A New Beginning

• Congratulations. You've produced your first newsletter. However, you job isn't over ... in fact it's beginning all over again.
• Start looking for ways to improve the next issue.
• Make a list of problems and bumps in the process and look at how to fix them.
• Get feedback. Listen to constructive criticism.
• Don't get down on yourself if you get negative feedback. It's a big job, and you're learning. The next issue will be better (and easier to produce).