Corporate Journalism & Publications Summary Lecture

Part Two

Sherrie Lee

FreeDigitalPhotos.net

RECAP

Importance of CJP

Types of Communications Tools

Newsletters/Magazines

Annual Reports

Brochures/Flyers

Posters/Banners

Corporate videos

Websites

Social Media

Flickr: Azcona Diseño

ELECTRONIC COMMUNICATION TOOLS

Vary in length, style, format,

purpose and audience

Use to showcase Company or

promote/sell its products/services

Need script, voice-over and music

Done by professionals

Must be short and impactful

CO

RPO

RA

TE V

IDEO

S

Advantages

Cost effective

Wide reach

Speed

WEBSITES

Disadvantages

Less interaction between people

Must be updated regularly

Reliant on technology

Visually appealing, consistent and intuitive layout

Simplicity

(note amount of info, number of links and language)

Easy to use/navigate

Current and timely info

More graphics and sound

FEATURES OF EFFECTIVE WEBSITES

Write concisely

Break up paragraphs

Use headings and sub-heads

Use ‘blurbs’ to show readers

what they can find in a link

Make action easy

WRITING FOR WEBSITES

The online technologies and practices

that the public use to share opinions,

insights, experiences and perspectives

on a personal level

SOCIAL MEDIA

Social Networks

(e.g. Facebook, Twitter, LinkedIn)

Photo/Video Sharing

(e.g. YouTube, Flickr, Pinterest, Instagram)

Blogs

Online forums

Wikis

Flickr: daniel_iversen

Improve communications

(internal/external/potential customers)

Build brand, support Marketing and Sales

Do real-time consumer surveys

Generate awareness

Provide customer service

Manage reputations

Sustain growth

HOW COMPANIES USE SOCIAL MEDIA

CASE STUDY: BOOKS ACTUALLY

CASE STUDY: BOOKS ACTUALLY

Features

On demand access 24/7, instant availability

Interactivity/User participation

Community formation

Democratisation of media

Drawbacks

Over reliance on technology

Information overload

Unchecked/ uncontrolled/

unverified information

Expectation of prompt updates

Implications

Corporate messaging

Reputation management

Relationship building

Digital channel monitoring

Stakeholder empowerment

Integration of digital platforms

Typography

White Space

Colour

DESIGN PRINCIPLES

Flickr: helenaperezgarcia

Flickr: typoatelier

Art and Technique of using type and

graphics in one composition of printed

matter so as to

communicate effectively

Attract attention with type and space

by applying design principles

Sustain interest

Establish mood

Maintain legibility

Inject distinctive style

Flickr: jjordenn

Legibility

Clarity of the image when reproduced in printed matter

Readability

Ease and comfort with which matter can be read

Both are fundamental Image: mattgilbert.net

Image: behance.net

White Space: 2 Categories

Margins, Vertical ‘gutter’ between columns,

leading within body text and paragraph indents

Extra space at top of page

White Space: Mood and Image

Wealthy, upscale, prestigious and elegant

Use lots of white space

White Space: Mood and Image

Down-to-earth, ordinary folks

Enough white space that it is legible and readable

White Space: Mood and Image

‘Cheap, mass-produced, amateurish’

Cluttered page with little margin, less gaps in-between

Image: goo.gl/Y4RUx

Image: usabilitypost.com

Non-verbal

communication

Symbolism and

meanings beyond ink

Perception of different

colours

Emotional responses

evoked through:

Warm colours

Cool colours

Neutral colours

Image: usabilitypost.com

Who is your

audience?

What colours appeal

to them?

Colour preference

often determined by

culture

Do the chosen

colours represent

your company well?

Image: usabilitypost.com

http://goo.gl/TEim0

4 Colour (CMYK) or Process Colour

2 Colour or Spot Colour

ANY QUESTIONS?

THE END