A newsletter is a cost-effective way to release information that is relevant to both external and internal audiences, and it provides regular contact with interested journalists (19). The key to reaching journalists through newsletters is the same as reaching them with other materials—be timely, accurate, and interesting. In writing and editing an organization newsletter, follow the same criteria that a journalist would use. Journalists sometimes even reprint articles from organization newsletters if they are written well, contain news, and have popular appeal.

Many newsletters do not meet journalistic criteria. Often they are prepared—or reviewed and rewritten—outside the public information office on the grounds that they are for internal, not external distribution. Like general audiences, however, internal audiences look for information that is objective, well-written, and of broad appeal. If a newsletter meets professional journalistic standards, it will be more interesting to the internal audience and also may attract attention from journalists. Organization newsletters tend to be most successful when their writers and editors think of themselves as professional journalists and the senior staff of the organization see them this way, too.