Most companies focus all their communications efforts on marketing to customers. Too many overlook the importance of starting and continuing an internal dialogue that keeps management and regular employees on the same page. One of the most popular methods for internal communication are company newsletters.
For employees to do their jobs properly, they must be continuously informed beyond a new-hire initiation. Company policies and directions change. Employees must be kept abreast of these changes because they are often the customer's first contact. Kristen Crandle, controller and benefits coordinator for Prima Communications, Inc. advises in an article that newsletters can also reduce fears and anxiety perpetuated by rumors. She says, "Telling people the straight story means there’s less opportunity for misinformation."
Anything management discusses should be shared with the employees, otherwise it could have a negative impact on customer relations and brand building. Employees should also have a say in the direction of the company. They interact more with the customer than management. Newsletters give them the opportunity to have their say. Jenny Fujita and Joy K. Miura, Fujita of Miura Public Relations, LLC. write that letting employees voice their opinions "provides them with a greater sense of ownership and it also raises their morale and productivity."
Newsletters help to create a more cohesive understanding of the brand mission. To help employees shed the attitude that they just show up to work for a paycheck, a newsletter will help get them on board with what the company is trying to accomplish and giving them pride in their role in accomplishing that mission.
Paul Levesque, in an Entrepreneur Magazine article, says, "The real job of an employee newsletter is to motivate workers to do positive things for customers and the community." A newsletter is a forum that can be used to turn your employees into heroes. Recognition is a motivator to other employees. Employee recognition also helps to reduce turnover.
Create each issue of the newsletter with a purpose. David Kandler, award-wining newsletter editor and writer says, "Use articles that will generate results. Every article featured in your newsletter should have a specific objective." Newsletters should be kept short, in an easy-to-read conversational tone. As long as the newsletter are inviting to the reader, you can avoid employees tossing them to the side because they perceive it as another task in their workload. A newsletter should be perceived a welcome break in their day.