Newsletters: Design Is Important But Good Content is Key
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1 Newsletters: Design Is Important But Good Content is Key Presenter: -- A Guide For PAOs/Editors Capt. Jerry Porter Public Affairs Officer Deer Valley Composite Squadron 302 Arizona Wing
2 Presentation Objectives Introduce complementary content and design techniques to create a newsletter that informs, educates and motivates your membership
3 Presentation Objectives Share practical, easy-to to-apply tips to help: - identify relevant and timely newsletter stories - develop basic writing style Story content Writing style Photographs - create rather than take photographs
4 Presentation Objectives Share practical, easy-to to-apply tips to help: - apply fundamentals of newsletter design to create an attractive publication with impact Story content Writing style Photographs Design
5 Presentation Objectives Audience interaction is welcome and appreciated
6 Newsletter development Tell me again exactly why I need to produce a newsletter?
7 Newsletter development What is the purpose of publishing the newsletter? How often will the newsletter be published? How will it be distributed? To whom will it be distributed, e.g., members plus special recipients (legislators, media, prospects, etc.)
8 Newsletter development How will you measure if your newsletter is successful? successful? versus No. No. 1 Readers Readers Choice Choice
9 Developing newsletter content A few content suggestions: - Make it a newsletter. Write in news style (inverted pyramid, 5 Ws Essential information for effective communication Helpful but not crucial information and 1H, third person, etc.) Inverted Pyramid Style of Writing Would be nice if they had it
10 Ten items of critical info in the lead paragraph
11 Developing newsletter content A few content suggestions: - Write well. Adopt the attitude good writing makes sense. Take a copy of handout titled Watch Your Language!!
12 Developing newsletter content A few content suggestions: - Don t t communicate news through columns
13 Multiple first-/ second-person references that overemphasize leaders and detract from membership
14 This is the news!! Should be at top with major headline!!
15 Developing newsletter content A few content suggestions: - Don t t communicate news through columns. Use columns for the expression of opinions (probably rare) or for specialized information (e.g., safety briefings, etc.)
16 Developing newsletter content A few content suggestions: - Content should be applicable/ balanced to all members (officers/cadets/functions)
17 Developing newsletter content A few content suggestions: - What do readers want to know?. Missions. Training opportunities. Upcoming events/calendar. Promotions/achievements. Information about individuals/ teams
18 Developing newsletter content A few content suggestions: - What do readers need to know?. Direction of the organization/ impact on unit, group, wing, etc.. Safety updates/issues/concerns. Changes in regulations/ requirements/leadership. New opportunities to serve
19 Developing newsletter content A few content suggestions: - Audience input: What else do readers want or need to know?
20 Developing newsletter content A few content suggestions: - Some stories appear regularly:. Changes in command (officers/ cadets). Appointments to staff positions. Events (open houses, air shows, Wreaths Across America, etc. ). OPEX, FTX, special missions
21 Developing newsletter content A few content suggestions: - Some stories appear regularly:. Promotions/awards. Specialized content (safety, etc.) or short-term term series (professional development, emergency services, etc.)
22 Developing newsletter content A few content suggestions: - Other stories are opportunities:. Special meeting presentations. Localized response to larger issues (VSAF/linkage to group, wing or national topics
23 Developing newsletter content A few content suggestions: - But most of all:. Communicate about people
24 Developing newsletter content A few content suggestions: - Make it visual (photos, graphic elements, use of color, etc.). Create rather than take photos by using Rule of Thirds for composition
25 Developing newsletter content A few content suggestions: Rule Rule Of Thirds Thirds
26 Developing newsletter content A few content suggestions: Sunset silhouette
27 Developing newsletter content A few content suggestions: Sunset silhouette
28 Developing newsletter content A few content suggestions: - Be wary of automatic focus on cameras, especially when applying the Rule of Thirds
29 Developing newsletter content A few content suggestions: - Other photographic principles:. Fill the frame when composing photos for better resolution
30 Actual desired area of photo constitutes only about one-fourth of the entire frame
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37 Developing newsletter content A few content suggestions: - Other photographic principles:. Consider higher or lower angles when composing frame
38 Standard angle
39 Higher angle
40 Lower angle
41 Developing newsletter content A few content suggestions: - Other photographic principles:. Use photos from the scene of the action, i.e., become a scanner, observer and/or ground-team member. At least develop a network to provide those images to you
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44 Developing newsletter content A few content suggestions: - Other photographic principles:. Avoid the fig leaf pose
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46 Developing newsletter content A few content suggestions: - Other photographic principles:. Avoid execution-style photos (line em up and shoot em)
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48 Developing newsletter content A few content suggestions: - Other photographic principles:. Avoid grip and grin poses and direct attention away from camera
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51 Developing newsletter content A few content suggestions: - Try to consider newsletter design when shooting photography:. The reader s s eye should be made to look into the page rather than off the page
52 UP YONDER Officer is recognized T
53 UP YONDER Officer is recognized T
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55 Developing newsletter content A few content suggestions: - Note these other design elements in the pages that follow:. Use color appropriately but not fearfully. Balance items on the page vertically, horizontally and diagonally
56 Developing newsletter content A few content suggestions: - Note these other design elements in the pages that follow:. Avoid a gutter (space between columns) that runs the vertical length of the page; block it with a masthead, headline, photo, text, etc.)
57 Developing newsletter content A few content suggestions: - Note these other design elements in the pages that follow:. Size photos appropriately for visual appeal. Be consistent in text font/size (e.g., stories vs. captions) but vary the column width
58 Developing newsletter content A few content suggestions: - Note these other design elements in the pages that follow:. Minimize use of text copy spanning width of the page (difficult for eyes to track). Add visual appeal with support graphics (logos, symbols, etc.)
59 Developing newsletter content A few content suggestions: - Note these other design elements in the pages that follow:. Give some items (masthead, staff box, promotions, etc.) consistent placement from issue to issue for familiarity
60 Developing newsletter content A few content suggestions: - Note these other design elements in the pages that follow:. Writing headlines is an art. Generally fill the space. Make the point size appropriate to the placement and layout. Include a verb
61 Developing newsletter content A few content suggestions: - Note these other design elements in the pages that follow:. Headlines written in present tense actually convey past tense, e.g., Commander meets officers
62 Developing newsletter content A few content suggestions: - Note these other design elements in the pages that follow:. Present tense generally conveyed with -ing, e.g., Commander meeting officers
63 Developing newsletter content A few content suggestions: - Note these other design elements in the pages that follow:. Future tense usually conveyed with to, e.g., Commander to meet officers
64 Developing newsletter content A few content suggestions: - Note these other design elements in the pages that follow:. Avoid splitting headlines, e.g., adjective, preposition, adverb at end of one line and noun or verb at the beginning of the next line
65 Commander to attend major presentation regarding safety Squadron membership rapidly growing through recruitment Decorated cadet commander to attend presentation at Capitol
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76 Measuring newsletter effectiveness How do you measure the effectiveness of your newsletter? Ask your readers!
77 Measuring newsletter effectiveness How do you measure the effectiveness of your newsletter? - Conduct a readership survey. Determine what you want to know and from whom. Develop neutral questions to obtain that information
78 Measuring newsletter effectiveness How do you measure the effectiveness of your newsletter? - Conduct a readership survey. Decide on a means of distribution. Determine how you will measure/use results
79 Measuring newsletter effectiveness How do you measure the effectiveness of your newsletter? - Conduct a readership survey. Be prepared for negative comments. Purpose is to determine areas for improvement, not to fish for compliments/strokes
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85 Readership-survey survey results 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes All respondents (23) Recall receiving issue?
86 Readership-survey survey results 70% 60% 50% 40% 30% 20% All respondents (23) 10% 0% All 3/4 Other How thoroughly read?
87 Readership-survey survey results 60% 50% 40% 30% 20% 10% All respondents (23) 0% 5-10 min > 10 min. Other How much time spent reading?
88 Readership-survey survey results 60% 50% 40% 30% 20% 10% 0% Other All respondents (23) 5 = High; 1 = Low Mean: 4.22 Reading interest: Missions?
89 Readership-survey survey results 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Other All respondents (23) 5 = High; 1 = Low Mean: 4.30 Reading interest: Personnel features?
90 Readership-survey survey results 80% 70% 60% 50% 40% 30% 20% 10% 0% Other All respondents (23) 5 = High; 1 = Low Mean: 4.52 Reading interest: Achievements?
91 Readership-survey survey results 70% 60% 50% 40% 30% 20% 10% 0% Other All respondents (23) 5 = High; 1 = Low Mean: 4.35 Reading interest: Cadet activities?
92 Readership-survey survey results 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Other All respondents (23) 5 = High; 1 = Low Mean: 3.78 Reading interest: Safety advisories?
93 Readership-survey survey results 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Other All respondents (23) 5 = High; 1 = Low Mean: 4.05 Reading interest: Training opportunities?
94 Readership-survey survey results 60% 50% 40% 30% 20% 10% 0% Other All respondents (22) 5 = High; 1 = Low Mean: 4.36 Full Throttle rating: Useful?
95 Readership-survey survey results 80% 70% 60% 50% 40% 30% 20% 10% 0% Other All respondents (19) 5 = High; 1 = Low Mean: 4.79 Full Throttle rating: Reliable?
96 Readership-survey survey results 80% 70% 60% 50% 40% 30% 20% 10% 0% Other All respondents (21) 5 = High; 1 = Low Mean: 4.67 Full Throttle rating: Interesting?
97 Readership-survey survey results 70% 60% 50% 40% 30% 20% 10% 0% Other All respondents (20) 5 = High; 1 = Low Mean: 4.50 Full Throttle rating: Timely?
98 Readership-survey survey results 80% 70% 60% 50% 40% 30% 20% 10% 0% Other All respondents (22) 5 = High; 1 = Low Mean: 4.73 Full Throttle rating: Informative?
99 Readership-survey survey results 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other All respondents (20) 5 = High; 1 = Low Mean: 4.95 Full Throttle rating: Attractive?
100 Readership-survey survey results 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Other All respondents (20) 5 = High; 1 = Low Mean: 4.90 Full Throttle rating: Well written?
101 Readership-survey survey results Other All respondents (22) +2 = High; -2 = Low Mean: 1.59 Full Throttle rating: Learned something?
102 Readership-survey survey results Other All respondents (20) +2 = High; -2 = Low Mean: 1.35 Full Throttle rating: Be more involved?
103 Readership-survey survey results Other All respondents (22) +2 = High; -2 = Low Mean: 1.73 Full Throttle rating: Increases pride?
104 Readership-survey survey results Other All respondents (21) +2 = High; -2 = Low Mean: 1.43 Full Throttle rating: Ask others to join?
105 Readership-survey survey results Comments: - Our family really enjoys the newsletter. I think you balance cadet and adult activities very well
106 Readership-survey survey results Comments: - My favorite area is the Getting to Know column. We get a little insight on the cadets/sms we spend time with. Outstanding job!! SM
107 Readership-survey survey results Comments: - Full Throttle is like any other periodical in that not everyone reads every article. Just because my interest is more in the area of missions doesn t t mean cadet articles are any less important
108 Readership-survey survey results Comments: - I hope you are also surveying the cadets. Keep up the good work. SM
109 Readership-survey survey results Comments: - Full Throttle is an incredible resource for squadron members. It is the best newsletter in the Civil Air Patrol. SM
110 Readership-survey survey results Comments: - I I like how it is written and set up. I don t t always read through the safety area since I don t t fly. SM
111 Readership-survey survey results Comments: - I I would like to see a calendar that outlines all upcoming squadron, group and wing events a minimum of three months, if not even six months, in advance in each issue
112 Readership-survey survey results Comments: - This would greatly aide (sic) members like me who are not able to attend weekly meetings to plan for any weekend activities.
113 Readership-survey survey results Comments: - I I like it the way it is. Printed versions available at the squadron would be helpful. SM
114 Readership-survey survey results Comments: - Nothing it s s already top- notch! SM
115 Readership-survey survey results Comments: - Ops section. SM
116 Readership-survey survey results Comments: - I I enjoy reading Full Throttle every month. I hope that it continues to come on the same schedule. Cadet
117 Readership-survey survey results Comments: - This is an incredible newsletter and I value each issue. As an employee (of CAP), it keeps me in touch with what is really important in CAP you, the volunteers
118 Readership-survey survey results Comments: - Please continue to send this to me! NHQ staff member
119 Closing thoughts Newsletters: Design Is Important But Good Content is Key -- A Guide For PAOs/Editors
120 Closing thoughts Newsletters can be an incredibly effective tool for communication, motivation and recruitment if done in a way that reflects credibly on the organization and yourself Should not be a chore; your membership is deserving of your best efforts
121 Closing thoughts There are no roadblocks along the extra mile. Roger Staubach Dallas Cowboys and Hall of Fame quarterback
122 Closing thoughts Shoot for the moon. Even if you miss, you ll land among the stars. Brian Littrell American singer, member of the Backstreet Boys
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124 Victor Borge ( ) Danish humorist and musician
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