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April 20, 2006
Why am I receiving this publication?
Imagine that you’re a new employee in your company. It’s your first week. You’re getting acclimated, figuring stuff out, when a newsletter appears in your in box. It’s something from the company, that’s clear, so you pick it up, but you can’t figure the darn thing out. What’s the focus of this publication? Why are you receiving it? What’s in it for you?
Unfortunately, this is a common experience for employees—even those with long tenure. An electronic or print publication arrives unbidden. Its purpose is not explicitly stated. Employees can’t distinguish between this publication (corporate?) and others they receive from the division, HR, the safety department or IT.
The result is that employees don’t know what the publication is for, and what they’re should do with it. So they respond the way people always do when communication doesn’t make sense—they delete it, recycle it, get rid of it.
I was reminded of this phenomenon by the mysterious appearance of a newspaper in my driveway: The New York Sun. (Haven’t heard of it? You’re in good company.)
One morning, when I went out to get the newspapers, there was The Sun. No note, no explanation: Just this strange newspaper in a pink wrapper.
Next day, the same thing. And the next. I got a little break because the weekend came (The Sun doesn’t appear to be published on Saturdays or Sundays), but then on Monday, there it was again. And every weekday since.
If the The Sun’s strategy is to intrigue me, it’s not working. I don’t need another publication. It's not clear why The Sun exists. I refuse to Google The Sun to see if the paper has a web site that would shed light on the mystery of why they’re delivering it to me everyday. (Oh, okay, I broke down: www.nysun.com The tag line: “At last, there is a daily newspaper with a fresh perspective on the local, national, and international events that shape your life.” But still no hint about why they’re sending it to me.)
I tell you about The Sun to encourage you to promote your vehicle, Don’t assume employees know why your publication exists—and why they should read it. As a marketing guru once told me, “If you don’t sell it, busy people won’t buy it.”
I’d cancel The Sun, but I don’t even have a number to call. So every morning, I open the pink bag and throw the newspaper right into the recycling bin.
Don’t let this happen to the publication you’re working so hard to produce.
Posted by Alison Davis at April 20, 2006 02:12 PM