"Companies are still communicating with publications more than anything else," says Ann Wylie, president of Wylie Communications and author of the International Association of Business Communicators' recently released "Planning Powerful Publications: Creating Publications That Boost Your Publication's Bottom Line" manual.
According to Wylie, creating editorial formats can follow these guidelines:
- In internal publications, let employees represent the success of corporate programs. Wylie points out that your employee communication efforts can be enhanced by spotlighting people who are helping the company move ahead;
- In marketing publications, let customers stand for your products and services. Wylie adds: "Don't tell me, 'Children's Mercy Hospital helps sick children.' Show me one sick child Children's Mercy has helped"; and
- In association publications, let members stand for the benefits of membership. This can be done by using case studies.
Wylie also points out that she doesn't look at publications as profit centers based on whether they're advertising supported (to her, that would make you a publisher versus a company producing a publication - i.e., newsletter, brochure, magazine).
Instead, she considers publications profit centers when they save a company money or bring in money, in addition to changing opinion and behavior. In next week's issue, PR NEWS will look at corporations which have relied on their publications to extend their brand images or serve as profit centers. (Ann Wylie, 816/531-1149)