Today there are not enough available to understand the attributes of the corporate press. Here are some of them:

• 1) "a non-commercial publication issued by an organization to maintain communication with employees and the general public outside the organization"; Black S. Public Relations. M.: 2002, p. 70.
• 2) “This is a resource that reports on the tasks, goals, opportunities, news, products and potentials of the company, goes to its funds and often does not contain information about other business entities. Corporate publications, first of all, are intended for employees of the company, its clients and partners…”; Dikanova M. Corporate publications: diversity and unity M: 2001, p. 120
• 3) “Publications issued at regular intervals (at least once a year), published at the expense of the company (in whole or in part), intended for this target group and reflecting the interests of the company.” Serebryakov S. Samizdat in branded packaging // Designtoday, 2002. No. 12, pp. 45-49

Taking into account the differences in these opinions, it is allowed to notice something in common. In such definitions, especially in a different way, it is said that corporate publications:

• 1. created to meet the needs of this company, contribute to the achievement of its goals;
• 2. usually published at her expense
• 3. intended for people who are in one way or another connected with the occupation of this company: its employees, customers, and so on.

However, at present, many corporate media achieve partial or even complete self-sufficiency - by attracting advertising and selling circulation. Therefore, in our opinion, the attribute should not focus on the fact that they are “non-commercial”, that they are published “at the expense of the company”, “at its expense”. It should be noted that a corporate publication (hereinafter - CI) is not always issued by this company (organization), whose interests it reflects. Often, this company plays only the role of a customer, and the executor of the order is a certain publishing house or advertising agency.

Attaching importance to these concepts and relying on the Law of the Russian Federation "On the means mass media”, let’s turn to what other authors think about this, who offer a similar definition of corporate media:

"Periodic printed edition, radio, television, video program, Internet site, intranet portal or other form of periodic dissemination of information that serves the interests of a given corporation, created on its initiative and intended, as a rule, for people who have a certain relation to this corporation.

Russian journalism researchers often refer to corporate publications as part of the mass media system, to be exact, as a subspecies of the specialized business press. See, for example: Mass Media System of Russia. M., 2001, p. 94; Grabelnikov A.A. The work of a journalist in the press. M., 2001, p. 39; Murzin D.A. New corporate communications strategies in modern Russia// Bulletin of Moscow University, ser. 10. Journalism. 2004, No. 3, 2005, No. 1, S. 56.

Business press - "a kind of press, social function which is to ensure business communications. That is, to meet the information needs of the business community…”. Murzin D.A. New corporate communication strategies in modern Russia // Bulletin of Moscow University, ser. 10. Journalism. 2005, No. 1, p. 55. The author of this definition, Moscow researcher D.A. Murzin, emphasizes that the corporate press differs from other business media in its limited subordination to the interests of this corporation, and calls it "special, instrumental view business press” Ibid., p. 57..

The instrumental essence of corporate publications does not require any evidence. A corporate publication, of course, is a tool for managing a company (enterprise, organization, and so on). Fluctuations are expressed in a different way. Some mass media published by authorities, institutions of culture, science, education, public organizations, truly do not have their main function of "providing business communications." These can be publications of both international and national, regional, local organizations and organizations.

For example, many media systems in various languages ​​have such international organizations as NATO, UNESCO, the International Committee of the Red Cross (ICRC). The ICRC publishes the bulletin Meet the ICRC, the Perekrestok newspaper, annual reports, etc. The Russian Emergencies Ministry publishes the Spasatel newspaper, Omsk Museum fine arts them. M.A. Vrubel - the newspaper "Museum Bulletin", the Sverdlovsk Regional Union of Reserve Officers - the newspaper "Comrade Officers", at the Ural State University. A.M. Gorky, there is a television and radio company of the Ural State University, the newspaper "Ural University", the Great Choir of the Ural State University publishes the "Choral Bulletin", the Vyatka Humanitarian Gymnasium publishes its own newspaper "On Freedom Street". These media carry out a lot of entertaining tasks: they help people survive in emergency situations, report on events, educate, help preserve national cultural values ​​and form the creative abilities of schoolchildren and students. And there are many such media outlets. Relying on prudent judgments and based on the proposed definitions, there is reason to consider such publications as corporate ones. But only - that's the "trouble"! They fail to provide business communications, and if they do, it is far from the first place!

The corporate press is, in other words, the press of corporations. Perhaps the terms "corporate", "corporation" are necessarily combined with business, and this does not allow us to classify such publications as corporate? But not everything is the same here! For example, in the Great Russian encyclopedic dictionary(M., 2003, p. 724) the following interpretation of the term under consideration is given: “Corporation (from the late Latin corporatio - association)

• 1) association, union, society.
• 2) (jurid.) the totality of persons united to achieve k.-l. purpose, is legal. face..." In the Economic Encyclopedia, only one of the two definitions of the word "Corporation" is directly related to commerce:
• 1) a set of people united to achieve common goals, implement joint activities and forming an independent subject of law - a legal entity ...
• 2) Widespread form of organization in developed countries entrepreneurial activity, providing for shared ownership, legal status and concentration of management functions in the hands of the upper echelon of professional managers (managers) working for hire. Economic encyclopedia / ch. ed. L.I. Abalkin. M., 1999, C 330. Moreover, in addition to the definition of “corporation”, this encyclopedia also contains a certain term “non-profit corporations” - “specialized organizations that are not focused (unlike commercial institutions) on the acquisition and sharing of profits from their own activities".

It should, and the concept of "corporate" is interpreted in dictionaries simply as "narrow group, isolated."

Corporate media with good reason can be considered an unusual, instrumental type of specialized press. Unlike publications of a general profile (universal, for everyone and about everything), specialized publications are "for a part of the audience and on more or less narrow topics." See: Korkonosenko S.G. Fundamentals of journalism. M., 2001, S. 91-92. However, not only business (although, undoubtedly, business publications - financial and industrial companies, banks, real estate, insurance companies, and so on - collect a significant part of the corporate press), but also something else. For example, among the publications that are given to the problems of culture and art, the main place is occupied by corporate publications of specific museums, theaters, and so on. (For example, the State Hermitage publishes the Hermitage News newspaper in Russian and English, "Kolyada-theater" publishes the newspaper "Theatrical Life"). Part of the environmental press is also corporate in nature (Bulletin of the Ural Ecological Union, Bulletin of the Tver Ecological Club) and so on.

The student newspaper "Universitet" of the Transbaikal State University and the newspaper "University Life" of the Kabardino-Balkarian State University. It is on their example that in the future we will consider the features of a corporate newspaper.

Thus, we can conclude that the corporate newspaper is the press of corporations. The most diverse and unlike each other. And in modern world corporate media are gaining popularity and continue to earn their stable place in the world of modern mass communications.

For the unification and rapprochement of people who work to achieve certain goals, it is of great importance to realize their unity, a certain commonality. In small enterprises and in small businesses, the corporate spirit is sufficiently supported by such familiar means of communication as correspondence, meetings, negotiations.

If the number of employees exceeds two or three dozen people, other information carriers begin to appear, sometimes on their own. An example is bulletin boards or wall newspapers, which contain all kinds of information about the activities of the enterprise, the life of its employees. Here you can see messages about the success and prospects of the company, the progress of current tasks, congratulations on holidays and invitations to corporate events.

At first glance, such simple solutions are intended exclusively for intra-corporate communication and may be of interest only to the members of the team themselves. But that's not the case at all. Visitors to your office can also read the information on the bulletin board, and this is not just idle curiosity. Future and current clients see themselves as your partners, which means that events in the life of a partner do not leave them indifferent. In addition, they to some extent allow you to judge the presence of a team of like-minded people in your company. And, accordingly, to draw a conclusion about reliability, to give confidence that in case of problems, all those interested in the overall success will join in solving them.

It is worth noting that publication of corporate press may be required by both a large and a very small company with a few dozen employees. Where greater value to decide on the creation of a periodical for clients has the specifics of the business, the range of goods and services and the potential audience. If the number of your buyers is large enough, the offers are constantly updated and there is a need to promptly inform potential customers about them, corporate edition of the company is an excellent solution for this task.

What are corporate publications

Corporate publications are magazines, newspapers or simple newsletters about the life and activities of the company. It is very important to strictly adhere to the prescribed periodicity of publication. It can be weekly, monthly publications, if useful information for this period is not enough, the publishing company can appoint a frequency of once every 2-3 months.

Corporate print media in the form of a magazine have significant advantages over the newspaper format: better quality full-color printing, a large amount of useful information, a reader-friendly format. In addition, the periodicity of the journal is usually longer, which means that the publisher has enough time to prepare materials.

Corporate newspapers, magazines- this is the best confirmation of the orientation of your company's strategy to the client and his interests.

It is this approach that determines the content of the publication. It should include information that is of interest to customers. These are descriptions of goods and services, current achievements of the company, facts that will help convince readers of the ability to accurately and quickly solve the problems of their own and partner businesses. It will not be superfluous to demonstrate your awareness of changing legislation, new technologies and scientific perspectives of the industry represented.

The main question of your customers is who and what actions are ready to take in order to solve their problems and fully satisfy their needs. This information needs to be provided to the reader.

To this end corporate newspapers of companies can present to clients not only their top managers and directors, but also ordinary specialists, describe their achievements in their workplace, professional growth. Without a doubt, a lot depends on their contribution to the common cause, and a worthy representation of employees from different departments of the company makes an excellent impression on partners. The strength and cohesion of the team in achieving the goal is an important component of success!

To do corporate magazine or a newspaper more appealing to the reader, lighter forms of presentation should be used. This is how you can convey to the client information about what benefits he can derive from cooperation with your company, whether it is the purchase of goods, the receipt of services, the increase in profitability or the expansion of his own assortment.

Publication and release of a corporate newspaper or a magazine within a strictly stated timeframe - this is a more responsible and complex task than maintaining a portal with operational information. But the invested efforts will definitely give the expected result! Consistent quality, accurate release frequency, right choice useful information is an excellent evidence of the stability of your company and the qualifications of all its employees.

It can be concluded that from what your corporate newspapers, magazines, depends on whether you will be able to clearly and effectively demonstrate your advantages over competitors and the real benefits of customers from cooperation.

Editorial policy

It is very important what editorial policy you choose in relation to your corporate publication. As a rule, we do not recommend using a bias in one direction or another on the pages of the publication. You should not write about the trip of your employees to Courchevel if you are not sure that your clients can also afford this kind of leisure. Also, do not abuse the description of areas of activity that are not directly related to your business in order to expand the coverage of the publication's audience. It is very important that the publication is seasoned, and the information in it is strictly to the point.

A good impression on readers is made by reports about the cultural and sports life of the company's employees. For example, another corporate magazine issue may contain information about a joint visit to the theater, holding a chess tournament or intellectual competition, a football match between departments. There is confidence that your clients also share these hobbies, but only in their free time. Devoting an entire room to one such event is unreasonable. Corporate newspaper or a newsletter have a different purpose - promotion of the company, not entertainment, and you should not forget about it.

An exception can only be extraordinary issues that are dedicated to state or industry holidays. For example, corporate newspaper by May 9 may contain materials about celebrations, history of war veterans and other information.

Among Russian companies, the advantages of the corporate press were the first to be appreciated by large enterprises in the following industry areas: insurance, banking, energy, telecommunications business, as well as real estate and car sales.

The innovative focus of these organizations, constantly changing the legislative framework, as well as the introduction of new technologies in management require constant coverage within the corporate publication.

Publishing and journalistic PR: differences and advantages

Journalistic PR includes all kinds of publications (reports, interviews, promotional articles about the company's activities) in third-party media.

Publishing PR refers to the acquisition of ownership or the creation of new media. It can be TV channels, publishing houses, radio stations. Corporate publications - PR tool, which is available to most companies, but only large business representations and monopolists in profitable sectors of the economy can afford to create their own media.

Main purpose of the corporate publication is not just advertising and promotion of goods and services, but also the image of your company as a whole. The interest and loyalty of potential customers can become a reliable foundation for business development.

Do not forget about social responsibility. For example, to set the publisher the task of forming a certain level of knowledge in the represented business industry among the readership.

If the publisher provides useful information for readers, this will not only attract additional customers, but also allow a certain level of knowledge to be formed among a wide range of consumers. For example, corporate magazine, that deals with a product group may contain healthy eating tips or recipes. Corporate newspapers of factories can highlight features new products, calendar plan its appearance on the market and the like.

When it comes to network legal advice, the publication provides, for example, a list of documents required for registration of ownership. Such educational work brings quite real results. It brings new customers to the company, reduces the time of negotiations. In addition, a potential client often does not need a free consultation.

Preliminary informing of consumers is very important for the banking business and the investment sector. The instability of this market is a very common phenomenon, and the average Russian, as a rule, relies on rumors and conjectures, and not on real facts. The situation with the illiteracy of society in matters of the banking sector of the market today is simply catastrophic. Therefore, it is simply impossible to sell such a product to a consumer without a detailed preliminary explanation of the benefits and all sorts of nuances.

Specialized trade publications do not solve the problem, as they are written in too complex a language. Such texts are understandable only to specialists. The average reader will not want to waste time trying to understand tricky terms and formulations. The business press publishes ratings on its own initiative. The description of banking products in it is paid as advertising materials. Obviously, such a publication will cost quite a lot.

Publication of a corporate newspaper in the banking sector allows you to convey to potential consumers the fact of creating new products, their main advantages, features, benefits from their use. The publications also outline the possible risks in plain language.

Corporate newspaper for the anniversary of the company is a great opportunity to remind about your achievements, to report on your great work experience and the main advantages of cooperation.

The main goal of any corporate publication is to form a loyal attitude towards the company's activities. Its target audience is customers potential consumers, employees, partners, and the public.

Who can be entrusted with the creation of a corporate magazine

If the decision is made to release its own publication, you will need a company that can bring this idea to life. Required printing houses that deal with corporate publications, specialize in them. Our company has repeatedly won tenders, has great experience work.

We are ready to offer:

• Services of a large staff of creators.
• Own design studio.
• Staff of copywriters and cooperation with journalists.
• Modern production base.

Creation of corporate newspapers and magazines is an important area of ​​our activity.

Our specialists collect and prepare the necessary materials, layout of the corporate newspaper. We also perform corporate newspaper printing on their own production facilities. If necessary, customers are provided with advice on any issues related to inter-corporate communications.

Benefits of publishing a corporate newspaper

Economic benefit. b2b corporate publications business areas are the most profitable. You will have to pay 5000-20000 dollars for the advertising strip. Nothing but ads can be placed in this block. A strip of its own edition costs 250-500 USD. Publication of a corporate magazine In addition to advertising itself, it makes it possible to solve many other tasks. The cost of the strip depends on the quality of printing, the amount of materials and a number of other factors.

Creating an image. Only successful companies that are actively developing can afford to publish a corporate magazine. A printed publication is not only a convenient tool for marketing and advertising, but also a confirmation of a high status in the business world, openness to the public.

Information control. Representatives of the company control all materials that appear in their own publication. Nothing will go to press without their approval. All information is presented in the light in which the customer wants. The company itself initiates the release of the necessary materials.

Getting feedback. Mailing is carried out according to the existing base (partners, counterparties, current and potential customers). They, in turn, send opinions, questionnaires, photos, reviews, advertising modules that they want to publish. That is, your own edition, subject to its competent distribution, makes it possible to establish with customers feedback.

Traditional media. Of course, the Internet has almost unlimited possibilities and has firmly entered our daily lives. But despite this, many consumers prefer information on paper.

Edition options

Volume. To effectively solve marketing and advertising tasks, at least 12 pages are required. But, this is the minimum volume, for large corporations it can reach 96 pages. An increase in volume is required to increase information content, as well as in the case of a large range of proposals.

Periodicity. The journal should be published at least 4 times a year; for large companies, it is usually planned to publish it monthly. Newspapers are usually published weekly.

Circulation. Approximately the circulation should be 2 times more than the number of existing customers of the company. For companies that provide consumer services and goods, this is about 50,000 or more copies, for the b2b market - from 1 to 5 thousand copies.

Format. The traditional A4 or 22x26 cm is usually used (this is slightly smaller than A4).

Additional edition with translation into a foreign language. If the company works with foreign partners, it is necessary corporate edition development in the language they speak. All over the world, this practice is common, so it should not be neglected.

A magazine is great for brand promotion, and if you need a medium, you should to make a corporate newspaper.

These are the optimal parameters that allow you to effectively solve the tasks set before the publication.

• Company's news.
• Description of new proposals.

For successful business development, it is necessary to establish internal corporate communications. In this regard, local publications play a decisive role. They are entrusted with not only the organizational task of conveying important professional information to the team. They are endowed with a social function.

What is a corporate newspaper for?

A corporate newspaper is both a mouthpiece and a platform at the same time. On its pages, the opinion of any member of the team can be voiced. Trade union leaders often speak here about improving working conditions.

Sometimes only through the corporate newspaper the team can get through to its management. Moreover, this process is mutual. Through the factory, factory or office newspaper, the management of the company, in turn, have the right to defend the positions of the administration.

In fact, the newspaper is an unspoken way to control the mood in the team. Encouragement and reprimand, voiced not only in the order for the enterprise, but also in the local newspaper, acquire special significance. In this case, they sound not didactic, but in the form of friendly participation.

Articles and messages on behalf of management contribute to the establishment of communication links between management and staff.

In addition, the company's corporate newspaper is an effective way to create a favorable microclimate within the organization. It can reflect not only official messages, comments on orders and voiced news from production sites.

A humorous page is very popular, in which the company's news is presented in a benevolent and ironic manner. Not only professional information can be placed here. A weekend spent together, highlighted in photos and funny comments, is the best way to unite the team and create a favorable attitude towards the management.

However, in order for a corporate publication to have a significant status, it is necessary that it correspond to a certain concept and be supported by human and material resources.

Corporate newspaper: concept development

There are no universal recipes for organizing a publication, but the idea of ​​creating a newspaper should be guided by the interests of the company and the needs of employees. It should reflect information about the services and products being sold without disclosing technological secrets.

When developing a certain concept, the authors of the project should have a clear idea of ​​how physical and intellectual labor is correlated in production or in a company, what are the strengths and weaknesses of the business, and what characterizes this industry in general.

The full amount of such information is not available to every person in the team. They are at the disposal of senior management, shareholders and direct management of the company. If the goal is to develop the concept of a corporate newspaper, then it is necessary to create an editorial board, which would include all the listed personalities. They will help to reflect the interests of the company as fully as possible and make the publication profile.

Task of the coordinating council:

These tasks can be solved in the "brainstorming" mode.

The creation of an editorial board is a decision that is welcomed by large corporations with an extensive network of holdings and divisions. He collects all relevant information and independently decides on publications.

In companies with not so many employees, the production of a corporate newspaper is simplified. Here it is enough to present the general idea to the management. After receiving approval, the editorial board becomes completely independent.

A corporate publication should not help competitors

As for the devastating articles with revelations, they will also not be useful. Being informative does not mean providing useful information to competitors. Quite the contrary - the main goal of a local publication should be to create a comfortable information field.

It is convenient to build relationships with staff and management. If there are any critical remarks, then again they should not concern purely technological or financial nuances.

It is absolutely unacceptable to talk about the redistribution of financial flows on the pages of the publication. The only topic related Money, this is gratitude for the quality work and the declared material reward.

At the same time, the exact amount paid to the employee (or employees) may not be announced on the page of the corporate newspaper. For this, there are information stands on which orders of the management or orders of the personnel department are posted. Something else is much more important here - an emotional message, a benevolent response as gratitude for a good job.

Corporate publication as a reflection of corporate culture

The best way to motivate staff is to create a positive platform for the exchange of opinions and innovations, which, of course, do not involve trade secrets. The values ​​of the company should become the values ​​of each member of the team, if communication takes place within the framework of a friendly environment.

Motivation of staff for professional growth, development of an optimistic position is the main task of the newspaper. There is no better way to develop a business than to achieve the unanimity of the management and the team.

The newspaper as a management tool can only be effective if the staff and shareholders think in the same direction. The unity of values ​​is ensured by the corporate culture, which is partly formed by the local publication.

At the same time, the newspaper should not be regarded as an instrument of pressure or brainwashing. The position of the management should be expressed through a benevolent attitude towards each employee and through positive coverage of social events at the enterprise.

A corporate newspaper for employees is a kind of emotional and cultural vector of everyday working life. It is not for nothing that the “Happy Birthday” section is popular in it. At the same time, employees are invited to speak in advance to the hero of the day. Sometimes a person, having heard a lot of kind words about himself, becomes more loyal.

Print version or web page?

A corporate publication may exist as a web page. This is a stylish and modern solution. However, for this it is necessary to assess the financial capabilities and technological base of the editorial board. When developing a web page, those responsible should remember that a laconic, faceless site will damage the company's image. She will not be interesting to anyone.

To develop an Internet version of a corporate newspaper for employees, the same principles apply as for the development of any site.

It should be:

The web page is more likely to interest the staff. Because here you can conduct a variety of surveys, tests and questionnaires with an instant response. Moreover, the thematic direction of the tests does not have to be professional in nature.

On the page of such a publication, you can invite employees to share recipes, photos of animals or video reports with summer holiday. But it is strictly dosed and exclusively as an addition to the main news, administrative and professional information. All this will create an atmosphere of one family in which people are interested in each other.

With all the variety of options for organizing a corporate Internet site, it must contain:

• news feed related to the life of the enterprise;
• information and analytical articles on near-professional topics or on moral topics;
• official information (can be issued in the heading "Word to the leader").

A moderated forum will provide a special value to the Internet newspaper. In order to prevent the communication of employees from becoming spontaneous and in order to exclude the use of purely technological data, moderators can filter and prohibit the use of certain terms.

Internet communication on the forum - very good way team building. People do not seem to part even after the shift, continuing to exchange opinions about this or that event. It is important that the norms of corporate culture are observed.

Forms of publishing a corporate newspaper

Unfortunately, computerization is accessible to the majority, but not to all. The typographic method of publishing a company's corporate newspaper can support an Internet resource. However, the typographic version will not be so informative and expressive.

Often the management for the publication of the newspaper uses office funds. The publication may be printed in black and white or color. A photocopier can also be used. This option is more like a daily informative leaflet, but if the number of the company does not exceed 100 people, then this is the most acceptable option for it.

A newspaper published in a printing house will be much more expensive. Here you have to pay for the services of editors, pay for the use of equipment, but it's worth it. The newspaper officially published in the printing house goes from hand to hand, it can be offered for review to guests waiting in the waiting room in the wings.

The structure of the corporate newspaper

The responsibilities of the editorial board include identifying and sorting company news. Headings are formed on their basis.

In order for the newspaper to have an academic look and be recognizable in the team, the headings must be strictly repeated from issue to issue. People will be able to know exactly where and in what category you can find important information.

There are always sports fans in any production, so it makes sense to add the “Championship News” section to the corporate newspaper for employees. Today, there are practically no indifferent to the political situation in the country. However, in this regard, the local newspaper should be quite sensitive. If the news of politics is covered in some section, then with the maximum detachment in the assessments. Only dry information should be offered to staff, and opinions on this or that event can be exchanged later on the forum. National topics can be of interest and unite the team.

The form of publishing a corporate newspaper may be limited to the classic "four-page". As the newspaper becomes “one of its own” in the enterprise and gains fans, its concept can be developed and complicated.

An illustrative example is the experience of worldwide famous company Aeroflot. Once upon a time, management financed the publication of just one corporate newspaper. Now Aeroflot publishes 13 such publications, among which there are magazines. In addition, Aeroflot finances 50 specialized portals, and each of them is in demand.

Dates of publication of the corporate newspaper

The best reference point in the administration of a local publication is the federal press. It can be guided not only in the development of the concept and structure, but also in terms of release.

The local edition may be published:

• daily;
• weekly;
• monthly.

The most demanded and more common is the monthly issue. During this time, the editorial board manages to accumulate a sufficient amount of news, proposals and interesting facts for production. The periodicity of the publication largely depends on the preparation of analytical materials and news pages.

As a rule, they are distributed as follows:

1. Operational. They are prepared on the eve of the release of the newspaper and contain the latest production news.
2. Non-operational. They are prepared during the entire month or week before the release. They form the editorial portfolio of publications.
3. Announcements. In this section, employees are offered the necessary information, which is brought to the attention of staff in the form of short messages.

The team is most interested in non-operational materials. This section publishes interviews with managers or production leaders, tells about the history of the enterprise, rationalization proposals and development prospects.

The editorial portfolio will help to avoid rush jobs on the eve of the release of the newspaper. It should always contain informational data or analytical articles in stock.

In addition to the information portfolio, the editors should form an illustrative portfolio. Any version of the newspaper (network or printed) must contain visual illustrative materials. They are able to keep the interest of staff and form a readership. In this regard, it is again appropriate to focus on the federal media, where only the highest quality photographic images are submitted for publication.

The attention and respect of readers is also won by video materials. Allowed content from the world-famous YouTube or a video report from conferences, meetings or corporate events presented in a local online newspaper is the best way to demonstrate the technical soundness of the editorial.

Corporate Newspaper Funding

Any project for an enterprise or institution requires material support. At first, a corporate newspaper for employees can be financed exclusively from the internal budget.

Lack of funding can alienate talented authors. For any work it is necessary to adequately pay, including for high-quality publications.

In our market time, financing problems can be solved by expanding the format of the publication. It can work not only for a local audience, but also for an external one. Thus, advertising companies can be attracted to the newspaper. As a rule, they are found among the clients of the enterprise.

The Internet portal is especially suitable for this. Modern services allow you to embed ads delicately and unobtrusively. But financial policy should not alienate the team. If there are too many advertising materials, the newspaper will immediately lose the interest of the staff. And it's easy to lose people's respect with him.

The question of financing also concerns the payment for the work of the editorial board.

Here is a sample list of practical tasks that the release team solves on a daily basis:

In order for a corporate newspaper for employees to be interesting and memorable, IT specialists should be involved in its creation. The functions of local editors are not a faceless social burden. Publishing a local newspaper is a serious job.

Therefore, management has three options:

• seek funds for financial reward specialists responsible for the release;
• involve PR-agencies as part of outsourcing;
• establish cooperation with the printing house within the framework of outsourcing.

The effectiveness of a local newspaper is measured by the interest of the people. If publications are discussed, and the editorial board manages to attract employees as authors, then the newspaper has become effective and interesting.

The number of corporate newspapers and magazines successfully competing with traditional media is growing rapidly. The high level of design, rich content, thematic originality make them an important tool for managing corporate culture and an indispensable source of information for employees, customers and partners.

Business development leads managers to understand the need for introduction throughout the company unified system management. In world practice, corporate publications have long become one of the most important channels for targeted communications between a company and its staff, business partners and customers. For example, in Europe their total one-time circulation exceeds the circulation of conventional media.

The demand for greater information transparency is caused not only by the introduction of new financial and non-financial reporting standards, but also by a noticeable change in the attitude of owners and top managers to the social responsibility of business. All this leads to the fact that with the help of corporate media in open dialogue more and more target groups are involved - clients, independent journalists, shareholders, residents of the community of the place where the enterprise is located, etc.

As a result, the circulation of the most successful publications is growing, formats are changing in accordance with new requirements, companies are attracting experienced professionals to work on their own media. The corporate publication rightfully becomes the "visiting card" of the company. It is possible that in the near future the corporate media sector will become an independent "media space" - at least today the situation is developing in this direction.

The corporate culture is made up of complex relationships: owners with top managers and ordinary employees; managers - with subordinates; employees - with colleagues and management; companies - with external partners. In these relationships, common values, behavioral norms and rules, rituals and myths are formed. Corporate communications management is an important task for the HR department, because it is a strong, creative corporate culture that, like a magnet, keeps professionals. It largely determines the reputation of the company, and ultimately - its competitiveness and commercial success. That is why many people today are ready to invest a lot of money in a corporate publication project.

The presence of "their own" magazine or newspaper strengthens the impression of the reliability of the company. This is important for creating a positive image - who wants to deal with a one-day company? An organization that understands that it is necessary to conduct an open dialogue with staff and customers on the pages of corporate media, build relationships, wins in the competition: its reputation in the labor market improves, which means that professionals come to work, employee loyalty increases, the quality of their work increases and customer satisfaction.

At exhibitions, acquaintance and communication with suppliers are much more successful if the company shows itself “in all its glory” - it demonstrates a binder of bright magazines, and presents a fresh issue to a new client. And the personnel department can hand out a newspaper to applicants for vacant positions- read, get acquainted, look closely ...

IN Lately Significant changes are taking place in the management of corporate publications: they are increasingly becoming the most important element of public relations and corporate relations departments. With the help of internal magazines and newspapers, management explains to employees its vision for the further development of the company, informs them, motivates and inspires.

More and more executives understand the need to develop a corporate publication. But how to organize corporate media in practice? A project to create your own newspaper or magazine is always complex, it is at the intersection of several areas of activity: personnel management, PR, advertising, marketing, journalism, management, psychology. Complicates the task of corporate media workers and the lack of full-fledged educational and methodological materials.

Corporate edition

What is a corporate publication and how does it differ from a "non-corporate" one? What types of CI have already been invented by experts in this field of activity? What functions are expected of him by managers?

Corporate edition- is a mass media published by an organization with a certain frequency to maintain contact with employees and the general public ( rice. one). CI is an integral part of corporate culture and one of the most important means of internal communications.

Rice. 1. Classification of corporate publications

Internal corporate edition- an information resource issued with a certain frequency, reflecting the official position of the company and intended mainly for its employees.

External corporate edition- an information and advertising resource issued with a certain frequency, intended for customers and partners of the company.

Target audience of CI:

• internal: all employees of the company and members of their families;
• external: business partners and clients of the company.

Types of clinical trials, features of their target audience and main tasks are given in table.

Features of types of corporate publications

As a tool for internal and external communications, corporate media perform a number of important functions:

• Informational. Explanation of the mission, strategy and goals of the company.
• Ideological. Creation of conditions for the formation and strengthening of the corporate spirit, increasing the devotion of employees and their labor productivity.
• Organizational. Connecting remote regional offices, branches, subsidiaries with parent company management company), establishing feedback channels for employees and management.
• Image. Maintaining the image of the organization. CI is both a tool and integral part image, since the quality of its execution serves as a kind of indicator of the level of development of the company.

In the 21st century, the main actors in the competition for the consumer are employees who are in direct contact with customers. It is their professionalism and dedication that create the image of the company, which is why internal communications aimed at mobilizing staff are so important.

The practical benefit of organizing a corporate "mouthpiece" is obvious. At the same time, the complexity and complexity of this project should not be underestimated, and problem areas should not be overlooked. Such serious problems can be:

• variety of target audiences;
• territorial disunity of company divisions;
• lack of professionals;
• lack of special knowledge and literature;
• lack of understanding and assistance from management;
• insufficient funding.

Of course, it is best to take on the creation of a CI, seriously weighing all the pros and cons, foreseeing possible problems and ways to solve them, and drawing up a clear action plan. Having experience in implementing such projects, I can assure you that all difficulties can be overcome. The main thing is to act systematically, methodically and step by step. We have formalized our experience in the form of the Ten Steps methodology, we hope it will help practitioners develop and launch an effective corporate publication.

Ten steps:

1. Studying the situation in the company, determining the needs of the target audience, choosing a person responsible for the implementation of the project.
2. Seeking management support.
3. Definition of CI tasks in accordance with the company's goals. Development of the concept and format of the publication.
4. Internal PR-company to promote CI.
5. Formation of the editorial.
6. Issue price: approval of the budget.
7. Development and approval of the "Regulations on the CI project".
8. Project management: planning, organization, control, motivation.
9. Launch of the CI technological cycle.
10. Getting feedback. Improving CI.

Step one. Studying the situation in the company, determining the needs of the target audience, choosing a person responsible for the implementation of the project. Work on the CI project should be started only when the need to manage the elements of corporate culture and build a system of corporate communications in the company is clearly recognized by the management.

There may be several options for the "scenario plan" for the release of CI, depending on the type of corporate culture, the management principles adopted in the company. And the company itself must "grow" to such a project. Why, for example, an internal corporate publication for an organization that has seven employees, four of them are relatives of the director, and the rest are friends from school? But if this company has a network of distributors in Ukraine and abroad, "external" CI for business partners can be very successful.

Sometimes a manager decides to issue a corporate newspaper under the influence of modern business fashion or, having seen a bright magazine of his competitor or business partner, acts on the principle “I want the same”. There is nothing reprehensible in this - you can start like this, but in this case the publication will be not so much a means of communication as a hallmark of an "advanced" company.

If, after analyzing the situation, the management decides that it is advisable to open its own publication, it is necessary to appoint a person responsible for the implementation of the project. What human and professional quality applicants should pay attention when choosing a project manager?

On the one hand, creativity, imagination, imaginative thinking are very important, on the other hand, the ability to administer and the ability to communicate with people. Unfortunately, there are no faculties in modern universities that would train specialists who meet such requirements, who are versed in psychology, personnel management, PR, advertising, marketing, journalism, etc. So far, only practical experience, the work itself. Still, it is preferable if the basic education is in the field of public communications, psychology or journalism.

It is equally important that the project manager clearly understands the role and objectives of the corporate press in achieving strategic objectives company, knew what to do and how to do it. It is necessary that he be a good manager and administrator, that is, be able to:

• develop an organizational chart of the editorial office;
• draw up and substantiate cost estimates, prepare a competent report on the use of resources;
• plan work (each issue of CI must be released exactly on time);
• motivate employees - potential authors of the publication;
• organize and control the editorial and publishing process.

There are few talented professionals competent in the field of corporate media in the labor market today. Most likely, the company will have to "nurture" them on their own from HR managers or from PR-specialists of the marketing department.

Step two. Seeking management support. The person responsible for the implementation of the project must enlist the support of the management, discuss and agree on all the details. If the first person of the company shows "good will" and favors CI, then necessary resources will be found, and the heads of structural divisions will always find time for cooperation in their busy work schedule, they will willingly provide valuable information. Otherwise, the newspaper is destined for the fate of an information and entertainment resource filled with congratulations from employees on their birthdays (a list of 30 people) and stories about corporate parties.

CI can take the "ideological" work in the company to a new level, explaining the strategic goals and objectives of the business. Truly teamwork is possible only in a group of like-minded people, which means that people must clearly understand where and why we are all going. To convince, inspire, motivate, "win the hearts" of employees with the help of vivid examples, attractive images, instructive stories "from our lives" - this is not a complete list of tasks that a corporate publication can successfully solve.

Step three. Definition of CI tasks in accordance with the company's goals. Development of its concept and format.

First of all, it is necessary to clarify for whom exactly the CI will be intended. The demographic “portrait” of the target audience answers the questions: what is the distribution of employees by gender and age composition, by level of education, by marital status, by profession, in relation to certain types of leisure, etc. These differences are very important, say, the interests of the readership change with age to the exact opposite ( rice. 2).

Rice. 2. Changing interests of the readership

Most common parameter segmenting the audience of domestic media is certainly a professional affiliation. Therefore, the materials of the publication should concern mainly professional interests and needs target audience. Through this channel corporate newspaper (magazine) broadcasts the basic values ​​of the corporate culture , professional interests are the basis of effective intra-organizational communications - the search for like-minded people to carry out complex managerial, technical, commercial projects, help colleagues, and organize temporary creative groups.

It is also necessary to imagine the level of well-being of the main groups of workers ( rice. 3). For example, we received the following average data for the company (in terms of income and personal achievements):

• "golden collars" - 3% of employees (business owners, top managers);
• "white collars" - 12% (heads of departments, managers, highly qualified specialists, of which 55-60% strive to move into the category of "gold");
• "blue collar" - 85% (of which 33% aspire to become "white").

Rice. 3. Distribution of personnel depending on the level of income and personal achievements

Analysis of available statistical data, the results of studies and surveys (study of work motivation, corporate culture, staff loyalty, etc.), as well as monitoring the peculiarities of people's communication will help to get an idea of ​​the value system in the company. Further, I recommend conducting a survey of the entire team, including personal interviews with several key leaders (formal and informal), in order to determine the degree of interest of future readers in a particular rubric, section, topic or material.

It is difficult to overestimate the importance of this preparatory stage of work, because the success of the entire project ultimately depends on how accurately the interests of the target audience are represented. The collected information will allow to determine the priorities in the importance of information of a different nature, the optimal ratio of the volume of materials, as well as to find potential authors who are ready to cooperate with the publication.

One of the most important functions of CI is communication, therefore, even before the release of the first issue, it is necessary to establish effective feedback with target groups. Its most common forms are:

• epistolary(letters to the editor);
• "instant"(conversations with readers on the "hot phone");
• testing(clarification of the opinion of the target audience on the effectiveness of the editorial board of the CI);
• advisory(holding reader conferences to study the psychology of the target audience, its attitude to the issues discussed in the corporate media);
• expert(periodic involvement of external experts to evaluate the activities of the CI);
• research(studying the dynamics of the interests of the target audience, necessary for strategic planning CI activities).

The development of the name and format of the publication is a creative and in many ways fateful matter: “As you call a ship, so it will sail ...” A positive attitude towards the company's brand is formed by the style, the design decision, the chosen color scheme, and the quality of printing. The design of CI cannot be left to the in-house designer or an outsourcing agency. The appearance of each issue should reflect the specifics of the business (for example, for the design solutions of the banking press, conservatism is appropriate; for the corporate media of an electronics company, a futuristic concept is appropriate, etc.). The design of the cover is especially important - the "face" of the publication, its main task is to attract the attention of the reader.

Some companies regulate technical details: they require artists and designers to strictly adhere to corporate colors, sizes, fonts, the presence or absence of dies, cuts, etc. Still, it is better to entrust this work to professionals. Excessively strict adherence to the canons established once and for all deprives the publication of dynamism, and can even become a serious obstacle to creative work on the project. The flexibility of the approach is an opportunity to find a "golden mean": the designer must take into account corporate standards, but not treat them as a frozen dogma.

When preparing each issue, it is very important to comply with the declared volume of materials and the release date, otherwise the publication will lose the interest and trust of readers, especially if they take part in interactive projects.

Circulation publications depends on the size of the company and the number of employees. It is desirable that each person could receive a personal copy (many take the newspaper/magazine home and proudly show it to friends and relatives). You must also provide a number of copies for business partners. When calculating the circulation, I suggest using the following formula:

Circulation of corporate media = staff x 1.5

Questioning of employees will help to make a decision about the frequency of publication of the publication and the quality of printing, of course - within the financial capabilities of the company.

As for the manufacturing technology, the options may be as follows: risography (from one to four colors), black and white or color copier, offset printing. The print and paper quality depends on the budget of the given project. It is important, however, to strike a balance: a corporate edition of a high-tech company or a respectable bank cannot be printed on a risograph in three passes with a tolerance for color shift of 5 mm.

In the 21st century, one should not "go in cycles" in the traditional "paper" version of the publication. If the level technical equipment company allows each of the employees to receive the newsletter on their personal work computer, then the electronic version is even more acceptable than the printed one.

Step four. Internal PR-company to promote CI. You can’t “leave” a newborn “child” to the mercy of fate: you need to prepare the team for the appearance of a newcomer, introduce him to all the inhabitants of the “corporate planet”, tell about him and show him from the best side. For this:

• Create a work plan for each of the company's internal communication channels.
• Hold meetings with employees of all departments: let them share their impressions, express their comments and suggestions.
• Use all channels and available PR tools to promote the publication: an internal website, original advertising posters announcing the release of new issues of CI, internal radio, thematic meetings with teams of departments and branches, etc.
• Act purposefully and systematically. After two or three months, conduct an anonymous survey to find out the attitude of employees towards the publication. Be sure to use the results of the survey to improve the magazine / newspaper.
• Motivate and encourage article authors.

Step five. Creation of an editorial. About my first experience formation of the editorial you can write a short story or even a small “workshop novel”… That was in 2000. A small black-and-white newspaper of A3 format (its layout was attached to the business project of the internal CI) was suggested by my supervisor to be reproduced on an office photocopier. In my understanding, it was necessary to create an editorial office: invite journalists, a designer, a photographer, hold great job for prepress, to find a good printing house... As it often happens, "economy" won, so for quite a long time I was engaged in the project alone.

The accumulated experience allows me to adequately assess the advantages and disadvantages of partial and full outsourcing of CI production. Let's consider several options for the formation of the editorial office and find out at what stages outsourcing is appropriate.

Situation 1 (rice. one). Formally, there are two participants, in fact - one: the responsible editor acts as a project manager, journalist, designer, layout designer, etc. The only advantage of this approach is the low cost of issuing a CI. All processes "go" solely thanks to the enthusiasm of this person, he is the only "resource": both the manager and the performer in one person ...

Rice. one

Success is possible if this employee is really interested in the work of a journalist and editor, if he is a true professional, familiar with prepress. But it is not for nothing that they say: one man is not a warrior in the field. The abilities of a single person limit the possibilities of a corporate newspaper.

Situation 2 (rice. 2). In this case, one would expect that at least appearance CI will please the eye of the reader. But I would not vouch for the quality of the texts in such a publication. In addition, due to the fact that the executive editor is busy with tactical issues, he will hardly (or at all) be able to pay attention strategies for using this tool, its development. Therefore, CI will not have an impact on business results, it will be an information and entertainment publication.

Rice. 2

Situation 3 (rice. 3). The next "stage of evolution" of the edition already allows using CI as a proper management tool: heads of HR and PR services build such a publication so that it allows you to solve strategically important issues for the organization. With the help of CI, the company's goals "cascade" - from strategic goals to personal tasks of each employee at their workplace. Edition becomes motivation tool personnel, development of corporate culture. With its help, important tasks of internal policy are also often solved - the establishment of a hierarchy of individual units and managers. Employees of different departments learn about the achievements (or problems) of each other, a sense of team unity develops.

Rice. 3

The employee responsible for the project needs constant support of his initiatives from the head of the company, thanks to which the CI project will be taken seriously by all employees of the company.

Further development of the publication does not always go smoothly. Two extremes are possible: either it will become exclusively the "mouthpiece of the Big Boss", or the "corporate Boulevard". In the first case, the head of the company considers CI as a means to satisfy his own ambitions, as a result, the publication loses the interest and trust of readers. In the second case, the editorial group covers very little aspects of the company's business, does not publish analytical materials related to the development of the organization, with a study of its position in the market. Instead, CI is filled with entertaining information, essentially no different from collections of crossword puzzles and jokes. Management should directly set the editors the task of covering corporate life.

Situation 4 (rice. 4). Outsourcing is used for reasons of saving time, or if the company has significant financial resources for the implementation of image projects. This approach has its advantages: professional layout, good style, high-quality illustrations. However, the use of an external provider leads to disadvantages - boilerplate. A "conveyor" product is similar to a mass of CI from other companies, it does not allow employees to experience a sense of involvement in its preparation. A leaf made "according to a template" cannot become "one's own", be a means of communication this specific company. The way out is that the employee responsible for the project must himself be a copywriter in order to follow the content of the publication prepared by the outsourcing company (publishing house or press agency).

Rice. 4

The choice of one or another configuration of the CI project is determined by many factors: the specifics of the business, the interests of the head and top managers, the qualifications of the employee responsible for the publication, and, last but not least, the size of the budget allocated for "culture".

What will the composition of the editorial board look like if the company's management decided that its own full-time employees should work on the publication? The editorial staff usually includes:

1. Chief Editor. As a rule, this position is "by default" occupied by the head of the company. It forms the general concept of the publication, determines its subject matter and the policy of information selection.
2. Commissioning Editor. Responsible for the content and timeliness of the release of the publication, controls the technical issues of preparing each issue.
3. Correspondents - authors of materials (except for staff correspondents of the newspaper, materials can be prepared by the company's employees themselves).
4. Literary editor / proofreader. Responsible for the quality of text preparation.
5. Maker-up designer. Develops the layout of the publication and typeset materials.
6. Distribution coordinator. Engaged in the distribution of clinical trials, solves logistics issues.

When deciding on the staffing of the editorial office, it is very important to objectively assess the capabilities of the employee responsible for the release of CI. The success of the entire project largely depends on his professionalism and enthusiasm.

I'll give you an example. A well-known Ukrainian company hired a graduate student of the Faculty of Journalism for the position of PR manager. He was put in charge of publishing a magazine for clients and a newspaper for employees. Both the magazine and the newspaper had been out for three years, so the newcomer did not have to start the project from scratch. However, eight months later, the editor was fired. Base? In the next (for August) issue of the magazine for clients there was information about the May holidays and Children's Day. The president of the company did not sign this issue for publication. One and only number internal newspaper did come out, but instead of the usual thirty-two there were only eight pages in it.

Why did the young specialist not cope with the task? Firstly, he did not have the experience of a project manager, so he could not competently organize the work on the release of the issue. There was no plan for the content of each issue, a plan for the preparation of articles (receipt from the author - editing - coordination - preparation of layout - coordination). The materials were written haphazardly, "in the course of events." Secondly, he did not know what the publishing technology cycle was. Not the last role was played by the lack of experience in journalism. Difficulties in relationships with people did not allow the young man to find like-minded assistants among the company's employees.

Issuing a CI is a task that only a well-trained specialist working at the intersection of journalism, PR, advertising, psychology, management and personnel management can do. The responsible editor must understand that an effective media product is not only the sum of ideological postulates and publishing technology, but also a channel of live communication. Therefore, only loyal and devoted people can create it.

Step six. Budgeting

The project to create your own corporate publication requires significant investment. The budget of which particular division of the company will provide for its financing (the marketing department or the HR department) depends on the specifics of the business and the current situation in the company. If you plan to use CI more as a tool product promotion, then marketers are engaged in the media project. If CI is seen more as a tool personnel management, HRs are responsible for its preparation.

Let's take a closer look at the process preparation and approval corporate publication budget.

1. To insure the publication from the fate of a one-day project, I strongly recommend that you draw up an annual budget for it (even if by the time the project is launched, the company's budget has already been approved and these expenses are not provided for in it). At the first stage, it is very important to realistically assess the complex of material resources and other costs necessary to produce a quality product.

First you need to define main characteristics of the project:

view (print edition, electronic version). If you plan to release a "tangible" edition, you need to estimate the cost of paper, printing method, delivery, etc.;

• circulation;
• frequency of release;
• number of pages;
• the number and subject of photo shoots;
• distribution of responsibilities (which functions will be performed by the company's employees, and which ones should be outsourced);
• forms of distribution and logistics.

If a decision has been made to involve external providers, then it is necessary to draw up briefs* and send them to the contractors of the required services. In order to determine the optimal price / quality ratio, you should contact several specialized companies and consider the provided product samples. So you will be able to choose the best option in terms of price / quality ratio.

Then you need to determine the main items of expenditure:

• agency services for the content filling of CI;
• design and layout;
• photographers Service;
• seal;
• distribution and logistics costs.

2. The next stage is systematization all received data in a single document, which provides:

• information about the intended target audience (if it is planned to attract advertisers);
• preliminary calculations for all items of expenditure;
• data on the cost of printing services and outsourcing companies.

3. Final stage - budget approval department head. During the defense of the budget, it is necessary to justify (if it is planned to attract advertisers):

• investment efficiency;
• impact on the target audience;
• advantages and opportunities that open up to the company with the implementation of a new project.

Most managers tend to cut budgets “for culture”, however, in this case, saving in a small way can result in big losses: poor quality, late release, etc. Therefore, for reinsurance (in order to still get the optimal budget), I advise my colleagues to go for a small cunning":

• plan to issue the 13th issue of the monthly CI (it will be possible to “donate” it);
• provide evidence that all calculations were made taking into account maximum savings, a tender was held for each service, and market monitoring work in the future will be held at least once every three months so as not to overpay contractors.

The corporate magazine is the "visiting card" of the company, so the savings should be reasonable that does not violate the balance of cost / quality. Excessive savings (on paper, design, proofreading) will inevitably affect the quality, therefore, may affect the reputation of the organization as a whole.

From the point of view of economy, it is more rational to focus on raising the level of staff qualifications. For example, a designer can be sent to photography courses, buy his own editorial digital camera. These costs will pay off in a couple of months. And training programs for responsible editors allow you to save the main resource - time.

The skills necessary for work are also acquired when discussing any problematic issues in a circle of colleagues, their experience helps to improve and find new effective solutions.

Very often at various conferences and seminars I am asked: “Is it possible to release CI with a “zero” budget?” Yes, you can, if the budget is not allocated to a separate project, the services of the printing house are classified as "advertising printing", and the rest of the outsourcing services are performed by the agency on the basis of a subscription fee according to the principle full service. Moreover, it is possible to prepare all content by a single employee of the company.

Savings are obvious, but only on the condition of an unusually high level of professional training of the employee. If there is such an employee, you need to think: is it advisable to use a highly professional journalist / editor / editor / proofreader / photo artist to perform tasks that the agency will perfectly cope with (photo shoots, interviews, editing, etc.)? Perhaps he will bring great benefits to the company if he performs more complex tasks. Not an idle question: how much will such a “multi-station” cost?

Step seven. Project management (planning, organization, motivation, control). The role of the CI project manager is to manage the process of its creation. In this work, the most important thing is the strategic definition of the goals and objectives of the publication and the ability to organize the work of a team, and not the skills of a journalist or designer. The ideological line of CI, balancing materials for all headings, filling the portfolio, reporting to each member of the project team the scope of his responsibility, clear time management - these are the range of issues that a manager must deal with. Thus, the project manager is responsible for drafting and executing:

• CI strategic plan;
• work plan for each release.

The development of a strategic plan for CI consists of eight stages ( tab. one). Before actually planning releases, you should clearly know how many people and who exactly will be working on the project.

Tab. 1. Develop a strategic plan for corporate publishing

Well crafted strategic plan CI is the foundation of the project. But this is only the beginning, a successful start to a long marathon. It is also important to follow the implementation of the tactical plan when working on each number.

First of all, it is necessary to draw up a schedule of the technological cycle of CI preparation. For example, if the publication is monthly, the entire cycle of editorial work should take no more than three weeks. Each stage of the cycle is divided into tasks, and the deadlines and responsible employees must be indicated.

Rice. 1. Publishing cycle

The work schedule helps to meet the deadlines for preparing each issue. While working on the current issue, it is necessary to constantly check the plan with the actual state of affairs. The main thing is to actively manage the process.

If for some reason the deadlines for completing a particular item of the plan are missed (for example, the author does not have time to prepare an article), you should look for backup options. The editorial portfolio must contain spare materials. It is also important to promptly remind correspondents and authors of their obligations to the editors. Another bottleneck is typography. You must have an alternative place to place an order if there is a force majeure event at the normal print location.

The issue of obtaining materials for CT deserves special attention. Corporate culture has a great influence on the style of editorial work. For each potential author of the material, you need to look for an individual approach. If the company's employees are systematically required to participate in the preparation of voluminous materials, one friendly conversation or a letter asking for cooperation is indispensable. (Especially when it comes to client publications, in which you need to know the specifics of a product or service.) It is necessary that the Regulations on CI explicitly fix the duties of employees: to form materials for publication. These responsibilities should be reflected in job descriptions. It is also useful to provide rewards for regular contributors.

Step eight. Development of the "Regulations on CI". This normative document regulates the areas of responsibility, duties and powers of editorial staff and involved outsourcing agencies. Objectives of the Regulation:

• determine the status of the project and its place in the corporate management system;
• regulate the publishing process.

The basis for the creation of this document is a well-prepared CI plan, which was mentioned above.

The structure of the "Regulations" should reflect:

• The name of the publication and its place in the system of corporate communications (including in terms of marketing). For example: "KOFF is an information resource of the company intended for employees, which reflects the official position of its management."
• The goals of the project. For example: “The publication will allow employees to focus on solving the strategic and tactical tasks of the company, provide an “engagement effect”, and increase their loyalty. As an official communication body, CI informs and explains the position of management on business development and intra-corporate communications.”

  If the publication is aimed at external consumers, it is necessary to fix the tasks of influencing the target audience in the “Regulations”. For example, the publication of price lists, information about promotions, PR expert assessments, benchmarking studies, as well as an entertainment component (TV programs, employee stories), etc.

• Possibility of preparation of materials for clinical trials by strategic partners and suppliers.
• Goals and tasks of the editorial board.
• Responsibility and rights of departments.

The distribution scheme of the responsibility of the company's divisions for the preparation of materials in the CI is given in table 2.

Tab. 2. Responsibility of departments for filling the corporate publication

If the project is intended for employees of the company, segmentation of target groups can be based on the main groups of employees. Make a list of the needs of each category of CI readers and, for convenience, summarize the data in a table ( tab. 3).

Tab. 3. Structure of the needs of the target groups of CT in information

It is also necessary to determine in the Regulations how the systematic monitoring of staff interest in materials in various CT headings is carried out. For example, “at least once a year, the company conducts an independent study with the involvement of an external agency to determine the effectiveness of CI, diagnoses the attitude of company employees to the publication. A report on this work is provided to the general director, director of personnel, director of marketing and the editor-in-chief of the publication.

The Regulation also regulates the work of the editorial board and the entire technological cycle of preparing the CI. The document should give clear answers to the questions:

• Who is assigned responsibility for the CI project?
• Who is appointed editor-in-chief?
• Who compiles lists of questions for authors and sends them out?
• How are authors motivated to collaborate with CI?
• Who edits the content?
• Who coordinates the materials with the authors?
• Who oversees compliance with the work schedule?
• Who controls the process of approval of the finished issue, printing, distribution with the management of the company?

The Regulation defines:

• responsible for the collection of primary information (usually - the head of the department or editorial staff);
• incentive policy and disciplinary policy;
• publication design, colors (as a rule, in accordance with the corporate style). In this section, it is important to indicate the source of the photos.

It can be stipulated that individual photos of employees come exclusively from the card file of the CI editorial office, and determine the procedure for compiling this card file. For example, “for this purpose, a professional photographer is invited to the office every three months. Employees are notified of his visit two to three working days in advance. The employee receives a set of photographs in printed form and certifies the photo for publication with a personal signature. These photographic materials can be used by the editors of CI without additional agreement with the person. The photo session of the CEO is held according to a separate schedule. This will avoid dissatisfaction of employees with the quality of photographs.

It is important for the project manager to learn how to track the stage of preparation of the current issue. Constant control of the CI preparation process ensures the timely release of numbers, without disruptions and delays.

Step nine. Launch of the CI technological cycle. To keep the entire release process under control (from development of the plan to distribution), you need to break the technological cycle into separate stages. Such an "elephant", of course, is difficult to eat whole, but can be cut into "steaks" ( figure 2).

Rice. 2. Technological cycle of creating CI

Content planning. Drawing up a thematic plan is the basis for working on a CI. We recommend planning not only the next, but also the next three or four issues. This will allow the editors to be more flexible in the choice of materials, devote more time to their preparation and strictly adhere to the schedule.

All CI materials for employees can be conditionally divided into informational (news, interviews, analytical reviews, etc.) and entertaining (competitions, crossword puzzles, etc.). The content of client CI depends on marketing tasks, it is selected in accordance with the needs of the target audience.

The subject of the release of internal CI is determined based on the current goals of the organization and the main events in the life of the company. When drawing up a release plan, it is important to maintain a balance of materials representing various departments and individual workers.

In each organization, over time, a group of authors is formed, actively collaborating with the editors. To expand their circle and diversify the materials, it is worth making a list of people whom you would like to involve as authors - on permanent basis or to prepare a specific number. People who do not have a special education and a writer's "vein" usually find it difficult to prepare traditional articles. They can also be offered other formats: a quick survey, commentary, interviews, personal notes, a diary, etc. The more different authors from different departments of the company are represented in the CI, the better.

Collection of materials. Having outlined the main topics, we proceed to the collection of facts. At this stage, it is necessary to determine which of the employees (or external partner companies) can provide the necessary information and from what sources it receives.

It is important that a person wants to prepare materials. It is likely that not all potential authors will immediately “fire up” with a desire to cooperate with the editors. In case of refusal, analyze its reason: if it is a matter of timing, schedule an interview for the next issue of CI; if the author is short on time, try to find a compromise. Be tactful and correct, stock up on patience and tolerance. For most of the company's employees, cooperation with the editors is a manifestation of good will, and not job responsibilities, so try to look for the most appropriate forms of information collection for authors.

It is more convenient for someone to answer questions orally: arrange a meeting with such a person and talk. How best to record interviews, reviews, comments? You can record on a dictaphone or take notes. In my opinion, the most convenient option that reduces labor costs and speeds up the processing of material is typing on a computer during a conversation. However, recording answers directly during interviews often creates a psychological barrier to communication. Classical voice recorder recording is preferable in many cases. For those who find it easier to formulate thoughts in writing, make an indicative list of questions, on which they will be able to prepare material on their own.

When it comes to corporate culture and the unity of the team, there are no trifles. It is impossible to reduce the entire content of CI exclusively to the monologues of "golden" and "white" collars. Treating all employees with respect is an indicator of the company's health.

The most important thing is to get people creative! At every opportunity, publicize your own the best authors, and newcomers!

Editorial preparation of materials. One should not get carried away with literary delights, this is not always appropriate in the internal CI. Just as a label should be appropriate in size, shape and style for the product being offered, so the prepared text should be appropriate for the topic, the interests of the audience and the goals of the publication. The main task of editorial processing is to obtain material in which necessary information will be provided it's clear , and it will have on the reader required emotional impact .

Proofreading. If at the stage of collecting materials in the editorial office every now and then an exclamation is heard: “Author! Author!”, then after editorial preparation, another is often heard: “Proofreader! Proofreader! No matter how responsibly people approach their work, there are inevitably “mistakes” and errors in the materials - stylistic, spelling and punctuation. A few errors in the text can spoil the impression of an excellent article, leave a negative imprint on the relationship with the author of the material, and adversely affect the reputation of CI and the company as a whole. An absurd typo in the name of a top manager (or, God forbid, the owner) can be considered an insult, a missing letter in the name of a partner company spoils business relationship. Don't skimp on what's important! Be sure to provide for the position of a proofreader in the CI structure.

Coordination. If the head of the company undertakes to personally proofread all issues of CI, then it will be very problematic to ensure the timeliness of their release. Responsibility for the project should be delegated to one of the heads of structural units (for example, the marketing director and / or the personnel director).

The texts of the first persons of the company (submitted for signature in printed form) and all other materials can be coordinated for printing separately. In general, this process for each release is as follows:

• the release plan is agreed with the editor-in-chief;
• texts of top managers - with the head of the company;
• author's texts - with authors;
• the entire issue - with the HR director (if a client edition is published that contains professional information, the reliability of the materials must be agreed with the relevant departments).

You should especially carefully check (together with the staff of the personnel department) the correct spelling of names and surnames, titles of positions and departments.

Design, layout. The design solution for the design of a corporate publication is selected based on the goals of the project. The purpose of the client edition is the promotion of goods (brands), so the texts play a secondary role in it compared to the “picture”. For an internal CI, the goal is to build employee loyalty, that is, its design should facilitate the perception of information: large print, convenient formatting, harmonious color combinations.

Particular attention should be paid to the following issues:

• Cover type, logo design, graphic design, callouts.
• Designing the Content page. How to arrange it: post a list of all materials or give brief annotations of the most interesting ones?
• Page layout (number of columns, margin size, margin callouts, etc.).
• Selection of fonts and their sizes (for headings, subheadings, body text, insets, etc.).
• Design of page numbering and headers and footers (using the company logo and corporate colors).
• Color of headings, body text, pantones*, illustrative materials, etc.
• Permissible size of photographs, their design (curly edges, location in the text, captions).

Before formulating a task for an in-house designer (or an outsourcing agency) to develop the design and layout of a CI, the responsible editor needs to clarify all these issues.

Replication. To find the optimal price / quality ratio, it is necessary to study the regional market for printing services. Before concluding a large contract, I advise you to pre-make a small order in order to check the quality of printing and service. For example, in several printing houses you can print leaflets (posters, posters), dedicated to the day foundation of the company.

Distribution. The result of work on the project largely depends on timely and high-quality logistics. It's annoying when the entire circulation ends up in one branch of the company when there are ten in different cities. But it is necessary that the publication be accessible to the target audience, that is, its releases should be where potential customers spend their time waiting. For example, in beauty salons, banks, pharmacies, airplanes, hotels, restaurants, supermarkets, cinemas, etc. To distribute a large-circulation publication to customers, it is advisable to involve a large publishing house or a specialized press distribution company.

Step ten. Getting feedback. We are often surprised: why does the target audience remain indifferent to advertising, despite millions of budgets and all the tricks of "creatives"? In such advertising there is no answer to the question "What-Is-Here-For-Me?" Feedback just allows you to evaluate - do readers find something “for themselves” in each issue?

If the preparation and distribution of the publication are carried out in accordance with the principle "personally for each employee - personally for each employee", then each issue turns into a small holiday for the whole team!

It is necessary to establish effective feedback with target groups even before the release of the first issue. Its most common forms are:

• letters to the editor;
• "hot" telephone line;
• poll of readers;
• holding meetings and round tables, reader conferences;
• studying the dynamics of the interests of the target audience.

An important factor in the successful development of CI is feedback from media professionals: periodic involvement of external experts and benchmarking - comparing the achieved level with best practices other companies. The openness of the editorial staff to the “trends of the times”, the desire for professional growth will only benefit CI.

Time management for editorial

Employees who, in addition to their main duties, are also involved in the CI project experience a chronic lack of time. Here are some simple time management tips that can help you deal with it:

1. "Dutch cheese". Try to decide global problem not entirely, but in parts - “gnawing out” small pieces from it, the simplest and most pleasant. For example, when preparing a publication, you can start by writing entertaining pages and selecting illustrations. Over time, so many holes form in the “cheese” that it will not be as difficult to “finish” it as it seemed at the beginning of the work.
2. "Intermediate Joy". Break the work into several stages, and assign yourself a small reward for the successful completion of each of them. For example, for every two calls to colleagues with an invitation to cooperate, allow yourself to bite off a piece of chocolate (if you don’t like chocolate, reward with something else). As a rule, small joys received in this way motivate much more effectively than distant global victories. In any case, this is a good way to overcome the demotivating influence of routine.
3. "Birds in a Cage". There are cases that require very little time, but are unpleasant, such as “birds in a cage”. If you postpone their "feeding", small "birds" can turn into aggressive monsters that threaten big troubles. Sometimes a task that takes five minutes to complete is delayed for weeks or even months ... Solution: make a list of such cases and “release” four or five “birds” every day. In a couple of weeks, the “cage” will be empty.

Look into the future

Each project lives and develops successfully only as long as the creators believe in its future. Stephen Covey ( Stephen Covey), a management guru, distinguished between "reactive" and "proactive" approaches to life.

• "Reactive"- response to external circumstances according to the principle "how it will turn out", "how it will turn out".
• "Proactive"- building your life, projects in accordance with your own goals and desires.

Learn to be proactive in your CI project work. Try to imagine the hundredth issue, and in great detail. What will he be like? Write a short essay: How do you see your brainchild in the future? What materials are filled in the room? What illustrations attract attention in the anniversary issue? Who is holding this number? What emotions does it evoke in this person? What was the main material in the release?

This technique - "visualization of the future" - will allow you not to dwell on the problems and failures of the past. And when a person grows and develops professionally, the projects on which he works also improve.

Fixing information, turning it into high-quality textual material requires significant data processing. Often people who express their thoughts well orally cannot cope with the preparation of an article ... But the presence or absence of journalistic skills among potential authors should not determine the decision to cooperate with the editorial office. At the same time, the lack of special education among employees who are entrusted with the release of CI is not an excuse for poor-quality work on materials. Any business can be learned if it is “technologicalized”. Most people can prepare materials for CI ordinary people. The main thing here is desire and constant practice.

The general plan for writing an article is as follows:

• collection of facts on selected topics from carriers of key information;
• editorial processing of materials (copyright);
• coordination of the article with the author.

“The ability to write” is a synthesis of the content of the text that is interesting for the reader, the form that is convenient for perception and the emotionality of the presentation (design) of the material.

Let's follow the advice of Aristotle: "A man should speak as ordinary people speak, think as wise men think, and then everyone will be able to understand him, and wise people will recognize him." Using simple and capacious words, you can compose a good article text - of course, if you have what say. A simple presentation of the essence in form is the highest aerobatics for the creator of texts.

Before proceeding with the design of the actual text, collect and check factage. Place accents, and then choose words and build sentences. Even a very complex product, service or process can be described in simple, accessible language if you understand the subject matter and arrange the material logically.

“Spreading the thought along the tree” or saturating the text with inaccuracies, you can make a big mistake: important events and facts can be misinterpreted by readers, which will cause great harm to CI and the company. Informing the target audience, the editors must remember: the reader's time is the most valuable and irreplaceable resource. Lengthy monologues and literary prettiness, which increase the volume of material, are out of place here.

Format and structure of an article in CI

• Appeal("appeal to the people"). In this style, a speech on the pages of the CI of the first persons of the company can be submitted.
• Interview(editor's questions on a chosen topic and expert answers).
• Blitz survey of employees/partners. Allows you to identify different views on the problem or general trends in the perception of its employees. It is also important that the publication of statements in CI is very motivating for employees - their authors.
• News- highlights an event or fact that has an information link to the company (its products, relationships with partners, etc.).
• Detailed news about an important corporate event (for example, the opening of new branches), as a rule, is presented in the form of a photo essay.
• Chronicle of success. Reflection of the most important stages of the company's development turns them into a corporate legend, helps to show the role and contribution of its leader, the oldest employees.
• Chronicle of the successes of individual units. Stories about the stages of formation and development of departments, departments, branches (with the mention of key employees) add up to the history of the company.
• Success stories. This form of material supply is suitable for lighting not only production programs, but also charitable activities, sponsorship in partner projects, etc.
• Analytical reviews. Materials about the company's position in the competitive environment, its target (unique) offers, competitive advantages and other things are important not only for the external audience, but also, first of all, for their own employees.
• "Problem - Solution". Scheme "?-!" helps beat certain situations from life, in the solution of which the company's products / services play an important role, as an expert (client or consumer) convincingly tells.
• Entertainment materials: jokes; parables; contests - literary, poetic, photo contest, crossword contest; puzzles; reprints of educational and entertaining materials (required with an indication of the source). The prize fund declared during competitions, as a rule, includes the company's products/services. It is desirable that the topics of entertainment materials also be directly or indirectly related to the products / services produced.

The structuring of each material in the CI is subject to the logic common to all literary works: 1) introduction; 2) the main part; 3) conclusion. The sequence of answers to questions from the "Quintilian formula" depends on the creative style of the author of the article and the editor-in-chief of the CI.

After the topic, form and structure of the material are determined, it is necessary, based on the collected facts, to make preliminary plan article and its outline (draft). It doesn't matter if you are typing on a computer or writing on a piece of paper. The main thing is the result. Draft material is finalized and improved in the process of working on it. Do not strive to write the perfect text right away, this “perfectionist” approach often leads authors to a dead end. When writing an article, the main task is to complete and clearly transfer content events, and not to pick up the "right" or "beautiful" words. After the text is mostly written, set it aside for a while (at least 15–20 minutes), and then read it in its entirety, replacing repeated words with synonyms, correcting stylistic and grammatical errors. Try to avoid verbal clichés, overly long sentences, and jargon.

Emotional content

Read the resulting text out loud again. What emotions does this material evoke in you? Does the tone of the article match its content? Is pathos, assertiveness appropriate here, or restraint and gentleness are more suitable? What emotional reaction will the material cause in the reader - respect, trust, confusion, anger, approval, bewilderment? What result would you like to get as a result: mastering the key thesis of the article? awareness of a particular fact? changing the opinions and behavior of the target audience? a specific response (for example, receiving letters or completed questionnaires from readers, etc.)?

Avoid sarcasm, arrogance, aggression in the tone of materials. Complete taboo - on accusations and insults against anyone. However, this does not mean that the style of CI should resemble "sugary syrup". Corporate hypocrisy is one of the most vexing extremes that editors go to in their pursuit of creating the image of the “perfect company”. Among the first signs of such hypocrisy are seemingly harmless demands: to replace all words in the materials with particles “not” with “positive” synonyms. Do not publish letters from readers that raise company problems or criticize management. As a result, CI loses trust, becomes a dead piece of paper. A company is a living organism, therefore, like all living things, it has problems, bottlenecks in work, etc. The presentation of problematic moments in the corporate press must be honest and dignified.

Pass "fire, water and copper pipes”, while remaining useful for business and interesting for readers - this is the professionalism of the CI editorial staff!

How to come up with a title?

Headings of texts are a kind of "facade" of your project. Bright, capacious headlines, first of all, form the perception of the publication as a whole. In addition, the list of headings makes up the content of the issue. It is on them that the level of professionalism is determined, good taste and editorial creativity. In them, corporate hypocrisy, lack of professional training, and violation of corporate ethics inevitably peep through.

The purpose of the title is to convey the essence of the material. Of course, it is not always easy to emphasize any particular issue in a two- or three-page material, but the skill of writing headlines is acquired in the process. No wonder they say that learning the art of cooking is best standing at the stove.

• "Method #1" - inspiration from the "big press". Scroll through several issues of magazines on a variety of topics (economic, literary, glamorous, etc.). Any of the headlines will surely lead you to an interesting analogy.
• "Method No. 2" - without further ado, you can take the sentence-thesis from the text of the article itself.
• "Method No. 3" - playing around with proverbs and sayings, catchphrases (often "interrupted", without ending, as if with a hint). This option is appropriate when covering corporate events, in the section "Recreation room", "Humor", but not in any way open letter company president.

In the corporate press, there is no place for ambiguities, wordplay with an emphasis on feelings of pity, disgust, sexual motives, aggression, etc. Before adding “pepper” or “salt” to the title, think about the fact that the title of the material is the first words , which you say when meeting a person from the target audience of CI. Imagine your colleague or acquaintance in front of you and read all the titles of the issue. What emotions will show on his face? Astonishment? interest? mistrust? sarcasm? Will he wince or smile? Edit the titles based on these "hints" and then test the result by showing it to a few people you know. If you wish, you can offer CI readers a questionnaire and ask them to mark interesting (inappropriate, boring, frankly bad) headlines of recent issues.

In addition to the heading text itself, the perception of the already laid out material will depend on the eyeliner, subheadings, photographs, design, size of the article - all this affects the reader in a complex. Usually, an employee or client of a company scrolling through a CI determines whether they like or dislike a publication, precisely by the titles of the articles and the leads to them. Therefore, they must adequately fulfill their role: correspond to the company's ideology, maintain its image, strengthen readers' loyalty to it (well, and, of course, present the texts themselves).

Heading Rules:

• Simple accessible language. Alexander Repyev in his book "Marketing Thinking" has a wonderful expression coined for lovers of "Chinese literacy": KISS (Keep It Simple, Stupid! - "Idiot, keep it simple!"). This advice is useful for those who like to screw in newfangled words, often completely incomprehensible to the vast majority of readers.
• Correspondence of the title of the article with its content. Of course, the headline can be intriguing and "teasing the appetite" like the aroma of delicious food before dinner. But if one dish is declared on the menu, and another is brought, then this only causes irritation and disappointment in the restaurant as such.
• brevity. Use no more than five words. If you consider any information important, it is better to put it in a subheading or eyeliner, but do not overload the layout with a quarter-page heading!*
• First - the article, then - the title. To create headlines, you should allocate time separately. For example, I write headlines after layout, which makes it possible to see nuances that are not always visible in regular text. After reading the material again, formulate the main idea in one capacious phrase.

The "headline as a question" technique is very good. The usual reaction of a person in such a situation is the desire to get an answer, especially if the question affects the sphere of his interests. For example: "For what merit?" (article about bonuses); "How much is a pound dashing?" (an article about the fight against the release of marriage), etc.

“Quote heading” is appropriate for an interview: choose the most interesting remark that reflects the main idea of ​​the entire material and characterizes the position of the protagonist.

Common Mistakes

A popular aphorism says: "The one who sits on the fence plays football best of all." Indeed, playing on the field, it is difficult not to make mistakes. Moreover, the problem, as a rule, is not even so much in the mistake itself, but in our inability / unwillingness to learn from it. Even Cicero said: "It is natural for every person to err, but only a fool is peculiar to persist in delusions." It is better to learn about the most common mistakes that are made when working on CI from the experience of colleagues than to personally stuff bruises and bumps. Here are some of the typical mistakes:

1. One-day edition. If the decision to issue a CI is taken spontaneously, the initiative comes exclusively from below and is not supported by top management, no one thinks about the difficulties of the work - the publication will soon die. One or two first releases are made by the initiators of the project as an additional burden, based on enthusiasm alone. Over time, their motivation weakens, the main work displaces the “social” load, and the publication quietly dies ...

2. Insufficient funding. The cost part for the release of CI includes only the cost of printing replication. It is considered that any Additional services can and should be performed by company employees without the involvement of third-party professionals (and for nothing). But "should" does not mean "can do it right". For example, an advertising designer is not always familiar with all the intricacies of the layout of the periodical press, and employees of the main departments last time wrote essays at school. Savings turn into embarrassing spelling errors that are detrimental to the company's reputation, and moreover, they are replicated in several thousand copies.

3. Poor management. An employee is appointed responsible for the project, whose qualification level does not allow high-quality management of CI. Problems constantly arise when drawing up the plan for each issue and attracting journalists, the deadlines for completing the stages of the technological cycle are not observed. Often, the person responsible for the publication simply “does not see” the project as a whole, does not understand his role as a coordinator, does not know how to motivate staff, and cannot control the quality of work.

4. Frequent change of concept. This mistake is related to the inability of the project manager to see the strategic value of CI. The editors unexpectedly and often change their style - from the client edition of the "price" subtype to glossy magazine with expensive photo shoots and no texts. As a result, the interest of the target audience is lost.

5. Errors in the selection of materials. The unsystematic reflection of the events taking place in the company entails a shift in emphasis from strategically important issues to minor, current ones, in which the employee responsible for the release of CI is involved. The publication is filled with notes and releases, the content of which has practically no meaning for the target audience. In the flow of "slag" information, really valuable and useful information goes unnoticed by readers.

6. Irrelevant content. Due to the long technological cycle, CI often does not keep up with the prompt coverage of important and useful news for readers. "Yesterday's" materials turn the publication itself into "forever yesterday's".

7. A narrow circle of authors. Four or five employees who find it relatively easy to write articles make up the “permanent cohort”. As a result, over time, CI becomes predictable and boring. Meanwhile, the constant rotation of writers makes it possible to provide materials that are more relevant to the needs of readers and comply with the principle of "What-Here-Is-For-Me."

8. Dry leads. The lead is the first one or two paragraphs in the article, which, from the point of view of the editor, present the main idea of ​​the material. Its task is to save the reader's time, to orient whether the information offered in the article is useful for him. If the leads are too semi-official and concise, the reader looks through the CI only “on top”, he does not have a desire to read the articles.

9. Foggy eyeliners. The task of the eyeliner is not to summarize the content, as in the lead, but to smoothly guide the reader to read the entire material. A typical mistake is the approach "from afar" - sometimes so far away that it is almost impossible to establish any connection, for example, between dum-dum bullets and paradise pleasure on tropical islands. This is very annoying for the reader.

10. Promiscuity in means to attract attention. The vulgarity of some TV shows (even those with high ratings) is no reason to follow a bad example. Jokes "below the belt" harm the image of the company. The choice between cheap popularity among a certain part of the target audience and usefulness for business should always be decided in favor of business.

11. Errors in design. Despite the fact that the main semantic load in CI falls on the text, and not on the “pictures”, a good half of the success of the entire project depends on the design. Watch as your readers get to know the new issue. According to my long-term observations, eight out of ten people start reading the press from the end, then scroll to the beginning, reading the headlines and looking at the photos. Pages with interesting photos and intriguing headlines are viewed a little longer. Sometimes they read eyeliners, the first one or two paragraphs and large cuts in the texts.

Here are the main errors in formatting editions:

• "Texts-neberuchki". Unsuccessful layout, large text is presented in a continuous array, without illustrations, line spaces, and sometimes without dividing into columns. There is no lead or eyeliner, so the main idea of ​​the material is perceived with difficulty. Visually, such an article looks heavy, there is no desire to read it carefully. Small print tires and also does not add desire to read the material.
• "Diversity" of fonts and sizes. It is not necessary to "regulate" the filling of the strips, using fonts that are incompatible in size or "jump" in sizes (for example, on the same spread, the 8th and 16th).
• Long titles. They not only complicate the perception of the article, but also cause boredom. Do not forget about the optimal size - three to five words (in extreme cases - no more than seven).
• Photos are too small. It is just right to attach a microscope to some publications! In tiny "windows" people hardly recognize even themselves in the pictures. The height of unprofessionalism looks like thick black frames with small photos. Poor quality, blurry photographs with unrecognizable colors greatly reduce the level of publication.

Electronic CI

With the development of computer technology, cheaper computers, improved access to the Internet as a source of news, more and more companies prefer electronic corporate publications (ECI). In this case, the materials can be transmitted to the target audience in the form of a newsletter, electronic newsletter, electronic newspaper. Conveniently? Undoubtedly. But there are also disadvantages. It is extremely important that the information posted in the ECI for customers is not perceived as spam. Regular (necessarily authorized by the recipient) e-mailing solves the main tasks: emotionally binds the client to the company, allows you to quickly provide information to the target audience.

Both large and small businesses have already realized the enormous benefits that a corporate website brings to business. But the popularity of ECI is only gaining momentum. What are the advantages and disadvantages of this format?

The main and indisputable advantage of ECI is its low cost. Thanks to new developments in the field software the technological cycle of design and layout is reduced. In addition, there is no need to prepare photographic materials High Quality. An ECI can be “assembled” in a matter of hours, while the preparation of a printed CI takes weeks or even months. Efficiency, low cost, no logistics and distribution costs - all these are the main and obvious advantages of the electronic format. ECI can be distributed to subscribers instantly. Simplified and feedback with the target audience, whether it's a survey or a request additional information about the company's products or services. But perhaps the biggest advantage is reaching the target audience. In addition, ECI can be translated into different languages ​​and sent around the globe in a matter of seconds without customs declarations and overseas postage costs.

However, ECI also has disadvantages: it requires equipping the workplace personal computer. And the higher the popularity of ECI, the deeper the gap between people at computers and all other employees - at the counter, at the wheel, at the helm ... Therefore, such a publication will become a personnel management tool only in a company where most jobs are computerized.

It should also be remembered that ECI does not carry such a “tangible” image component as a “real” CI. If an employee wants to show the magazine to clients or friends, then in printed form it will look rather unpresentable ... Electronic format more suitable for prompt mailings of "hot news", which involves a cursory browsing, as they say, "diagonally". At the same time, the category magazine B2C (business to consumers), getting to a potential client, can be stored with him for several years.

Ideally, a company should use the maximum number of communication channels, judiciously using the advantages of each format. For example, it is possible to issue a printed CI once every two or three months, and an electronic one twice a month. At the same time, it is important for each group of the target audience to prepare news “by interests”. Employees of your company, business representatives and end users have different information needs - therefore, you need a special approach to meet their needs, taking into account the specifics of the language, etc.

For a corporate publication (CI) of a large company, especially one that produces a wide range of industrial products, it is difficult to find informational occasions that are equally interesting for all members of the team. For example, employees of the hot-bottling department of a cannery and employees of the international sales department of the same enterprise are different target audiences.

In this regard, a new trend has emerged in the corporate press: more and more often, a single CI is divided into several publications for various groups readers. Thus, the AvtoKrAZ newspaper, which has been published for more than 50 years, today comes out in three versions:

• Weekly in Ukrainian with a circulation of 1.5 thousand copies. Distributed within the company and by subscription. Designed for factory workers.
• Special issue in Russian with a circulation of 1.5-3 thousand copies (issued every two months) - a full-color edition of A3 format on eight pages, intended for the company's customers and partners. Distributed by subscription, at exhibitions, through retail stores and wholesale trade spare parts, through dealers and service stations, as well as direct mail (more than 600 recipients in different countries peace).
• A quarterly digest in English, Spanish and French with a circulation of about 10 thousand copies - a publication for foreign consumers, distributed through dealers, Ukrainian embassies abroad, as well as by direct mail.

Nadra Bank also followed the path of target audience segmentation. It releases two client CIs:

• Magazine "Grow!" is focused on medium and small businesses, the information in it is of interest to entrepreneurs.
• Prosper magazine! is aimed at attracting the attention of individuals - potential and real consumers of banking services. This publication is built as a family magazine and presents consumer lending services in the form of expert recommendations (repairs, car purchases, home improvement, family finance management, etc.)

The effectiveness of CI as a tool information impact for the target audience has already been evaluated by many domestic companies ( picture). When choosing a CI format, the majority of companies (84%) choose a journal. At the same time, 45% of publications focus on external readers, 40% on employees, and the remaining 15% fall on a "mixed" audience.

Industry structure of companies producing clinical trials (according to AKMU)

Employees as target audience

The audience of the publication is also heterogeneous. Different people work in domestic companies: those who have gained experience in the Soviet Union (responsible, conscientious, able to master several related professions) and “children of perestroika” (perform only those duties that are described in job description, do not take on additional workloads without increasing salaries).

The attitude of these employees to CI is also different: the former, as a rule, read each material with interest, easily respond to the proposal of the editors for cooperation; the second - see it as an information tool, react to manifestations of corporate hypocrisy, more often criticize shortcomings. Each group needs its own approach. On the pages of CI, it is necessary to give an opportunity to talk about production know-how, and to criticize shortcomings, raising problems that are significant for the company. The editors may invite active readers to write author's columns in CI.

Understanding the behavior of people in the workplace helps to establish effective interaction with the authors of the materials. Itzhak Adizes ( Yitzhak Adizes), author of the theory life cycle organization, identified the following categories of employees:

• Results Producer. A person for whom it is important to receive concrete fruits of work. He is impatient, active and always busy.
• Administrator. For him, the main thing is the rules and their implementation. Organizes work in the company. Analytical and accurate.
• Integrator. Focused on people, the most important values ​​are harmony and well-coordinated teamwork. Friendly, understanding person, always ready to help colleagues.
• Entrepreneur. Sees goals and leads other people to them. Prone to risk, often charismatic, offers new approaches to solving problems.

Most people stick to one style of behavior. For example, if the author is a “producer of results”, then it is better for him to give a list of specific questions and indicate the deadline for submitting the material. You need to meet with the "integrator" in person, discuss the usefulness of CI for maintaining a good climate in the team, and only then move on to the topic of a future article. The "administrator" will be convinced by the presence of a clear work plan, the "entrepreneur" - the opportunity to convey new ideas and receive rewards (material or moral).

• Show positive emotions. The authors decide on cooperation with the editorial office, first of all, according to the subjective feeling: “I like / dislike the person”. They work not with a newspaper/magazine, but with specific people.
• Treat the authors politely, including in case of refusal to cooperate with the editors.
• Don't get sick with workaholism. Excessive expenditure of energy at work leads only to the emergence of new problems, and not the solution of existing ones.

Legal aspects

The current legislation does not define the concept of "corporate publication", therefore, most CTs are currently issued without state registration. However, according to paragraph 7 of Art. 41 of the Law of Ukraine "On Printed Mass Media (Press) in Ukraine" production, production or distribution of a printed mass media without its registration or after the termination of its activity, evasion of re-registration or notification of the registration authority about a change in the type of publication, the legal address of the founder ( co-founders), location of the editorial office is a violation. Guilty persons may be brought to disciplinary, civil, administrative or criminal liability.

Printed mass media (press) in Ukraine are periodicals published on the basis of a certificate of state registration under a permanent name, with a frequency of one or more issues (issues) per year. The right to establish a print media belongs to:

• citizens of Ukraine, citizens of foreign states and stateless persons who are not limited in civil legal capacity and civil capacity;
• legal entities of Ukraine and other states;
• labor collectives of enterprises, institutions and organizations on the basis of the relevant decision general meetings(conferences).

The person who founded the print media is its founder. Persons united for the purpose of common foundation of the publication are considered its co-founders.

If an enterprise publishes corporate media under a permanent name, with a frequency of one or more issues (issues) per year, with a circulation of more than headcount labor collective enterprise, for the purpose of public distribution (including free), such CI is subject to registration in the State Register of Publishers, Manufacturers and Distributors publishing products.

The procedure for state registration of print media, in addition to the Law of Ukraine "On print media (press) in Ukraine", is also regulated by the Resolution of the Cabinet of Ministers of Ukraine dated November 17, 1997 No. 1287 "On state registration of print media, news agencies and sizes registration meetings.

Those wishing to open a publishing business must first register as a business entity (individual or legal entity). State registration is carried out in accordance with the requirements of the Civil and Economic Codes of Ukraine, the Laws of Ukraine “On Business Companies”, “On State Registration of Legal Entities and Individual Entrepreneurs”. In the future, the subject of entrepreneurial activity must be registered as a subject of publishing activity. To do this, you must submit your publication to State Register publishers, manufacturers and distributors of publishing products, which is under the jurisdiction of the Ministry of Justice of Ukraine.

State registration of print media, depending on the scope of distribution, is carried out:

• national, regional (two or more regions) and/or foreign sphere of distribution - by the Ministry of Justice of Ukraine;
• local sphere of distribution - the Main Department of Justice of the Ministry of Justice of Ukraine in the Autonomous Republic of Crimea, regional, Kiev and Sevastopol city departments of justice.

For state registration of print media, an application is submitted, which must indicate:

• founder (co-founders) of the publication(the founder - a legal entity gives the full name according to the documents confirming his civil legal capacity; the founder - an individual gives his passport data);
• publication type(newspaper, magazine, collection, bulletin, almanac, calendar, digest, etc.); the status of the publication (domestic - a printed mass media, the founder of which is a Ukrainian legal entity and / or individual; general - a printed mass media created with the participation of a foreign (s) legal (s) and / or individual(persons);
• publication title;
• language(s) of publication;
• scope:
  • local - within the Autonomous Republic of Crimea, one region, regional center or two or more rural areas, one city, district, separate settlements, as well as enterprises, institutions, organizations;
  • regional - two or more regions;
  • nationwide - within Ukraine;
  • foreign - outside Ukraine;
• category of readers for which the publication is intended (the entire population: adults, youth, children, men, women, disabled people, students, workers in a certain industry, scientists, teachers, etc.);
• program goals(basic principles) or thematic focus (their a brief description of: development of education, raising the level of spirituality, development of leisure, informing the population on certain issues, etc.);
• expected frequency of release, volume(in conditional printed sheets) and the format of the publication;
• legal address the founder, each of the co-founders and his (their) bank details;
• office location;
• type of publication for the intended purpose(general political, economics and business, industrial and practical, scientific, scientific and industrial, popular science, educational, reference, literary and artistic, arts, sports, legal, erotic, leisure, medical, religious, ufological, environmental, tourism, advertising (40% of the volume of one issue - advertising), informational, for children, etc.

It must be remembered that the founder has the right to start issuing a print media within one year from the date of receipt of the certificate. If this period is missed without good reasons the certificate of state registration of the printed mass media is recognized as invalid.

* In my collection of CI from different companies, which I have been collecting for several years, there is a kind of record holder: 27 words in the title of an article! Meanwhile, even serious scientific journals in which it is accepted detailed description topics, do not allow authors to give such a load on the title.

* brief - technical task customer to the contractor, a questionnaire document in which the customer sets out his requirements for the product.

* Pantone (polygraph.) - a standard library of color mixtures, primarily for offset printing on the paper. It has the appearance of a paper "fan" with color vanes or, in a computer version, a CMYK color scale as a percentage of a Pantone-certified process ink on standard paper.

Corporate print edition is an information tool of modern corporate culture, helps to convey to employees information about the values ​​of the company, to form corporate culture, allows you to manage the attitude of your employees to various processes and changes taking place in the company, motivates them to professional achievements. But most importantly, such a publication helps to unite the working team and is an important tool with which you can manage changes in the company. For example, you can easily track innovative proposals, observe how new projects are being implemented and an adequate perception of these innovations by employees is formed; you can receive feedback from your employees of different levels, you can contribute to the optimization of numerous internal processes of the company.

CORPORATE NEWSPAPER

To create such a corporate publication (especially if it is not published often), it is not at all necessary to have your own editorial office - our agency (a team of 2-3 employees: a journalist, editor and layout designer) can outsource the functions of the editorial office, which will prepare an editorial plan, write articles in agreement with the publisher, will prepare photographic materials, make the original layout (layout of the newspaper) of the publication and print the circulation of the newspaper. If necessary, we can send a ready-made layout approved by you in PDF to your city by e-mail, and you can organize the printing of the edition at your place so as not to pay for the delivery of the circulation. This is how we work remotely with the companies Energotechat (Tyumen), Bionica Life (Vienna, Austria) to issue corporate newspapers.

Approximate prices for the development of the layout and printing of corporate newspapers:
Creation of a layout (texts and photos of the Customer) + layout of 8 pages of the publication -25.000 rub.
Printing (A3, 90 gr./m., 8 pages, 4+4, 400 copies 1 rub./month, without delivery) -35.000 rub.

CORPORATE MAGAZINE

The layout of a corporate magazine is developed similarly to a corporate newspaper - layout is also outsourced, editorial change, proofreading, selection of illustrations for publication and production of a preprint layout in PDF. After that, the finished layout of the corporate newspaper is sent to the customer, who prints the required circulation on the spot. In the Moscow region, this can be done in printing houses with which we cooperate on an ongoing basis.

PARISH NEWSPAPER

The agency assists the parishes of the Russian Orthodox Church in publishing parish newspapers and informational parish leaflets in A4 format (12 pages). Using ready-made existing page templates, such publications are assembled faster than large corporate newspapers and corporate publications. The cost of work on the development of parish publications is determined on the basis of special conditions for cooperation (a discount is provided). Below is an example of the publication of a newspaper for the Lotoshinsky Deanery of the Moscow Diocese of the Russian Orthodox Church:

The term for creating a layout of a corporate newspaper (6-10 pages) is at least 3 weeks (first issue). Further terms of the publication of the newspaper - from 1 week. Texts and photographs for the preparation and layout of a corporate or parish newspaper are provided by the Customer. For individual clients and customers, a special journalist is provided, an organization of the so-called. "external edition". In this case, a freelance journalist prepares materials, approves them with the Customer, and after that the materials are provided for layout. The contract prescribes the amount of payment to the journalist who will work in the agency under an employment contract.

The cost of layout layout (layout of pages from finished material) of a corporate newspaper - from 1.000 rubles for 1 page of the publication (the style of the publication is developed separately). All text and photo materials are provided by the Customer. Estimated cost of printing a newspaper A4 12 pages, covers 4+0, inner block 1+1 - from 10.000 rub. for 500 pcs.