Most of the employee publications we develop are digital, but there are still times when we recommend our clients produce print newsletters as well. When the audience includes a large population of frontline workers, a print newsletter or magazine provides a robust channel of communication to all those non-wired workers in manufacturing, retail, hospitality, healthcare and other industries with employees who are moving targets.
Printed publications are one of the best ways for corporate to communicate directly with the front line. Unlike the manager cascade, a printed newsletter or magazine isn’t filtered through the lens of individual managers, ensuring a consistent message across the entire organization. Providing a printed piece also conveys a sense of respect for frontline employees as an important audience.
Although print newsletters can be easily distributed in the workplace, many large companies find it worth the money to mail a copy to each individual employees’ home address. Not only does this help increase the likelihood that every employee will see the publication, it also can help engage significant others and family members, investing them in the success of the company.
Showing photos of frontline employees doing the real work of the company is one of the most powerful ways to demonstrate value for their contributions. Articles highlighting frontline employees can provide concrete examples of the accomplishments and behaviors that support the company’s success. And unlike digital, a print newsletter can become a keepsake for those featured.
Giving frontline workers a window into other plants or locations helps break down divisions and build shared pride. By showcasing the work that’s being done across the organization and the people doing it, print newsletters create human connections that can lay the groundwork for future collaboration and shared innovation. Also, employees like seeing the faces of their coworkers.
Digital publications, intranets and even email are effective channels for internal communications – to reach those people sitting in front of computers. For those on the front line, a digital publication is not a tangible part of their workplace. If you can’t offer print newsletters, you might consider at least printing a poster or table tent with a QR code to take them to the digital version.
