Writing a Corporate Newsletter That Has a Human Touch

Corporate newsletters go stale. It seems to happen sooner or later.

Last year I was called upon by a Seattle agency to write an eight-page quarterly newsletter for a large national paper company. This is a good project for me. I like writing long-form copy and am adept at putting together interesting articles even when the input isn’t the best.

The assignment started with a teleconference that included the agency’s account director and the paper company’s director of corporate communications (the client).

I asked about goals. What are you trying to accomplish?

The client shared three:

1. Communicating the company strategy throughout the newsletter articles.
2. Motivating and inspiring people in the company.
3. Bringing their customers’ perspective into the stories.

Then, another question: Was the content right but the presentation wrong?

Yes, the content was OK but the newsletter was flat. She wanted the newsletter to be more engaging and bring a human interest element into the stories. And so, with the agency creating a new design and me writing the articles, that’s what we’ve done.

This is always a fun challenge for me: Write about what can be boring company news and make it come alive, including the people who work there.

See a sample issue on my Portfolio page.


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