Corporate media

The corporate media is your personal communication channel and an effective tool of management. The basic mission of any publication is to build trust for the source of information and readers acknowledge it. Before we embark on a new corporate media project, we undertake a research that helps us find out what the prospective readers prefer. We assume that their work in the company is a major part of these people’s lives - the employees that the project is targeted at - and therefore we emphasize this point when discussing the structure of a new publication with the senior management. We believe that one of the main goals of the company’s management is to nurture motivated and loyal employees.

Despite the fact that new communication technologies emerge and develop, the printed media is still the major means of the internal communication in an organization. Recently the so-called intranet communication, which is the company’s own website that equips employees with personal access, has developed as a system of internal communication. As a rule, to create and maintain such an intranet website is not cheaper than to issue a publication. It may be even much more costly. At the same time, very often the employees don’t have enough spare time to visit the company’s website in order to read the news. So, corporate printed media is, first and foremost, the main attraction for the readers’ audience so far.

Types of Printed Corporate Media:

* Newsletter. It is the most common-used communication tool that perfectly delivers a particular message to a specific audience in an appropriate time  and place context.

* Newspaper.  The medium that has the precise content structure and regular release.  Very often the newspaper informs clients and partners about the company’s achievements and successes.

* Magazine. As a rule, along with the news of the company, it contains information about the partners, analytical reviews, articles on various topics, written both by the company’s own experts and outside specialists.

* Comics. Though a bit odd, comics are worth being paid attention to as a specific instrument that provides information and doesn’t require regular release. According to our experience, a successful comics publication can become a sort of a bestseller with an extreme popularity among the majority of the target audience.

The client – a major producer of alcohol-free and low-alcoholic beverages.

The main objective for creating a corporate newspaper was to regularly inform the staff about the company’s activities. It aimed to increase the employees’ motivation and develop the corporate culture. 

The most popular sections of the newspaper were: By Hearsay and in Dead Earnest, News from the Brewers’ World and regularly conducted blitz polls. Traditionally, the stories of their colleagues’ lives attracted the most attention of the company’s members.

The client – a major producer of foodstuffs.

The release of the newspaper was timed to coincide with the 10th anniversary of the company.

The publication contained greetings on behalf of the company’s senior management, the story telling the company’s background and interviews with the oldest members of the staff. There was a new section entitled A Cry of the People that included:

·  The results of anonymous polls conducted among the CampoMos members, with a question: “What’s your idea of the 10-year old boy named CampoMos?”. There were playful interviews with the representatives of different divisions of the enterprise. 

·  Sausage-based humor: anecdotes, cartoons.

·  CampoMos Crossword – a crossword puzzle with members’ names, products and other topic-related words encrypted in the puzzle.

The client – a major distributor of pharmaceutical products. The main objectives of the publication were:

·  to promote the products;

·  to inform about the advantages of these products;

·  to attract the target audience and generate demand for the products.

The newspaper targeted that part of the general public that corresponded with the appropriate criteria.

The publication features had a minimum of specific terminology and professional vocabulary. The following topics were recommended to be covered:

·  Interviews with specialists;

·  The doctor’s advice;

·  Experts’ tips on medications;

·  Useful medical information.

The client – a major producer of meat delicacies.

The main objectives of the publication were:

• To facilitate compatibility between the company’s members and internal organizational structures;
• To ensure contacts between the management and employees;
• To enhance the level of the personnel’s awareness of the company’s news.

To determine the most interesting and appealing subjects related to the company’s life, we conducted a questionnaire survey of the junior staff and arranged a series of interviews with the senior management. 

 The client – Moscow International Business Association (Moscow-Invest annual forum)

We provided a corporate newspaper issue based on the results of the MIBA International Investment Forum II.

The main goal of the publication was to provide the coverage of the forum, supply information about the foreign, Russian and Moscow companies who are the MIBA members, present reviews and retrospective materials on the Moscow investment climate as well as the participants’ comments.

Circulation: 5000 copies.

The newspaper was delivered to all the members of the Moscow Government, the Federal Government representatives, the State Duma and Federation Council deputies, and the chief executives of large companies.

Later, within our collaboration with MIBA, an analytical information bulletin for the Association has been regularly released.