10 objectives for your internal newsletter

Employee communications are essential for informing and engaging your staff. Here are some imperatives to get yours started—or to fine-tune what you have in place.


Most communications pros are focused on getting the word out, not in.

Whether you have a newsletter dedicated to your media coverage or not, any intra-company newsletter is an opportunity to keep everyone in sync. For PR and marketing pros, newsletters are a great way to tout successes and make sure everyone understands a brand’s message and tone.

It can also serve as a central document to gather resources for your organization, with links to brand graphics, a style guide and social media accoutrements. Having this info in one place can cut down on valuable time spent looking for disparate resources.

When embarking on an internal newsletter strategy, remember that the values you want your company to reflect should be the values underlying your newsletter content.

Here are 10 vital objectives for an internal newsletter:

  1. Funnel content to internal pipelines . When working in a large office, it may be difficult to find information about what other teams are doing. The converse is also true. You might be more successful targeting outside media companies than your own colleagues. Make sure co-workers know what you’re up to, and encourage them to share as well.
  2. Promote social advocacy and provide guidance. Keeping track of social media platforms that an organization frequents can be daunting. An internal newsletter can help promote brand channels and make sure everyone is aware of distinct strategies for each one and specific messages to share.
  3. Reinforce brand voice, style, imagery and personality. Quick do’s and don’ts can go a long way in keeping everyone on their toes. Linking to key documents will be useful to anyone creating presentations and reports.
  4. Highlight evergreen content. An internal newsletter can be a resource for sales and other public-facing colleagues to parcel out evergreen content to the public. Make sure they know about your outstanding pieces of content.
  5. Highlight customer case studies and bring in suggestions for new ones. Case studies can be a great sales tool, and an internal newsletter can highlight new and relevant clients who are using your product or services.
  6. Complement existing company collateral and resources. An internal newsletter is a weekly, monthly or quarterly examination of what the company finds important. It broadcasts what management and internal communicators deem vital to an organization at a given point. It can be welcome new employees, announce new product versions, highlight successes, and ask for input on a rebranding. In this way, it reinforces the messages and information in all the other content that your company produces.
  7. Highlight cross-departmental collaborations. Calling out collaborations and results on a companywide platform helps those involved feel appreciated and encourages sharing of ideas and resources.
  8. Reinforce transparency as a mindset. A newsletter offers a line of communication that doesn’t clog email inboxes. Communications pros know that the best way to start a conversation is to provide the subject and the platform. At the very least, an internal newsletter can be the jumping-off point to discuss company values and employee culture.
  9. Share news updates. If a newsletter is implemented properly and with a predictable cadence, it can be an invaluable mouthpiece for internal stakeholders throughout the organization. The resulting content can be a comprehensive view of an organization. The material can be as diverse as a recap of the CEO’s recent “Ask Me Anything” session, the sales team’s exceeding its monthly sales quotas, issues with a recent product launch, or highlights from the social media team.
  10. Include industry news, trends and insights. No matter how innovative a company is, competitors provide a healthy counterpoint in any industry. That’s why highlighting the achievements, as well as the missteps, of close competitors can give employees insight into how to do their jobs. A company can monitor its own keywords, as well as competitors’, to see how well their social media accounts are prompting engagement. From this, they can perform competitive analyses to share within the organization.

With the challenges of brand protection, doesn’t it make sense to cultivate a strong employee culture? Now that newsletters are easy to produce, the question is not, “Why start an internal newsletter?” but rather, “Why not start a newsletter today?”

A version of this post first appeared on Meltwater’s blog.

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