A Manager's Guide to Newsletters: Communicating for Results
by Abbott, Robert F.Edition: 2nd
Format: Paperback
Pub. Date: 2001-01-01
Publisher(s): Lightning Source Inc
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Summary
How to start and manage a newsletter that influences the way readers think or act. A Manager's Guide to Newsletters: Communicating for Results is the first book about newsletters to focus on the managerial issues: planning, administration, and evaluation.
Table of Contents
| Preface | p. i |
| Introduction | p. 1 |
| Newsletters | |
| The Sovereign Report | p. 9 |
| Inside News | p. 15 |
| Calgary Quality Council Faxletter | p. 23 |
| Strategy | |
| Why newsletters? Why now? | p. 27 |
| Your needs and objectives | p. 37 |
| Meeting reader needs | p. 47 |
| Tactics | |
| Willing and able readers? | p. 59 |
| Selecting content | p. 71 |
| Presentation tactics | p. 81 |
| How often? How many pages? | p. 93 |
| Administration | |
| Editorial boards | p. 105 |
| Newsletter processes and scheduling | p. 117 |
| Newsletter budgets | p. 129 |
| Media relations | p. 139 |
| Generating article ideas | p. 149 |
| Evaluation | |
| Profiling readers | p. 163 |
| Costs and returns | p. 175 |
| Assessing performance | p. 185 |
| Appendixes | |
| Glossary | p. 193 |
| Further reading | p. 197 |
| Index | p. 201 |
| The Manager's Guide site on the World Wide Web | p. 211 |
| Table of Contents provided by Syndetics. All Rights Reserved. |
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