Communicate with a Newsletter

Effectively communicating with people who use the buildings we manage is critical, yet it is often at the bottom of a long list of priorities we deal with on a daily basis.

A newsletter is an often-overlooked tool for communicating, and can support other customer service strategies you currently use.

A well-written newsletter informs the reader and delivers your message. It can be as simple as telling the occupant what you are doing for them – things they may take for granted – or reminding them about initiatives such as new security arrangements or new procedures. This can prevent calls and complaints by informing the occupants about changes, issues and events before they happen, not to mention building good will.

Content

To develop content, the first step is to determine your goals and actively seek articles that carry your message forward. Since the audience is the occupant, your prime contacts and the client, a careful balance is important. The content can be as simple as telling the reader about construction activity and events. It can also remind them what you have done for them and educate them about issues, such as how the building HVAC operates, your initiatives to ensure good indoor air quality, etc.

Producing a Newsletter

Newsletters are easily produced with MS Word. Readers are unlikely to read more than a page or two, so stick with a single sheet of 8 ½” x 11” paper.

Keep your layout simple and professional, with enough ‘white space’ to make it easy to read. A traditional two or three column format provides flexibility and is also easy to read. Stick with standard fonts and use them consistently.

The frequency of your newsletter is important. Don’t plan a monthly newsletter if you can’t fill it with useful content. To start out, avoid scheduling the release of your newsletters, and simply publish them when there is something to say, or for specific communication purposes.

Distribution

How you distribute your newsletter will depend on technology, the occupants and your client. Paper based distribution is easy, however it is sometimes seen as being less than environmentally friendly. If you go this route, the cleaning staff can usually distribute the newsletter during their rounds. Electronic distribution with the newsletter sent as an attachment is an option, however you need access to your client’s address book.

It is important to consult with your client and perhaps the prime contacts in the building before issuing newsletters.

Writing a Newsletter The most important part of a newsletter is content. Use this checklist as a guide to improve your content.

• Will your headline catch the readers’ attention? (I.e. use ‘Improving Your Comfort’ instead of ‘HVAC Project’ for an article on an upcoming project that will improve control over temperature in their space.)
• Is the first sentence or paragraph of the article likely to entice the reader to continue reading?
• Does the article deliver your message?
• Is the article concise and to the point?
• Is your message repeated within the article or even throughout the newsletter?
• Are you speaking to the reader directly and making the article personal instead of using general language? (I.e. use ‘You will be more comfortable’ instead of ‘The building will be more comfortable’)
• Do the photographs and graphics add to the article instead of just being filler?
• Does the article use active sentences instead of passive ones?(I.e. use ‘We are replacing..” instead of ‘We will be replacing...”)
• Are you avoiding technical terms and acronyms that the reader won’t understand?