This week’s TRIPLE III TIME message is one specially requested by a long-time reader.  Her request was more about my “opinions” regarding company or organizational newsletters…rather than my thoughts about what qualities make one a GREAT ONE!  So I guess as you read through the message…I believe you will find I have taken the middle-of-the-road position when discussing Newsletter “Particulars”.

First, I believe internal and external newsletters can be HIGH VALUE if designed/developed correctly.  Regularly…consistently taking advantage of the ability to share accurate, enthusiastic information can prove “priceless”!  GREAT newsletters should generate a vision of the future (what’s next) and thereby give readers something to look forward to.

Second I really don’t support a continual “report-out” document that only talks about what’s been done (i.e. old news!).  Reporting pieces on progress are acceptable…especially if they describe what they mean for the future.  Also, if you are the person most in charge of newsletter production, think about visuals reflecting today and tomorrow views on issues/products/services.  Colors, straight-forward wording and terms that invite people to want more info are important.

My old TOP 10 weekly staff news-piece was a fun motivator.  Every Friday it listed things to look forward to the next week…what staff would be responsibly involved…and what new stuff may result and determine who else may be given an assignment?!  All about the future…all the time.

Finally when you think about Newsletter “Particulars”…don’t have big hopes of return communications from the readers…good or bad.  Newsletters should be primarily considered a leadership privilege to better inform…set priorities…offer clarity…and possibly motivate those in the targeted audience.

Don’t waste this critical opportunity.