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