As we were warned, this week was a lot of work. Despite the thorough planning put into my dummy layout last week, finding actual content to populate each of the text and picture boxes I created to a significant amount of time. Looking at my final project, reminds me a lot of high school. For four years I was in newspaper and we released bi-weekly publications. My junior and senior year I was the editor-in-chief and I was responsible for not just designing and populating each individual page of our 12-page news print, but also writing the stories myself. Although it kind of felt like I was cheating by not writing my own content, this week definitely felt a little like one big throwback.
I do believe this specific newsletter I made was most likely better than any of the high school newspapers we spun out. I really think being able to focus on one specific group of people rather than attempting to appeal to a diverse audience of high school students impacted the production of this piece. Having the target audience of internal communications allowed me to specifically select the news briefs from Hershey’s news team that applied to what’s going on as an employee. The three articles I selected all speak to the progressive and exciting elements of working for the Hershey Company. Although the recipients of these letters may not always love coming to work, sending a copy of “Sweet News” and what is going on within the company allows them to see the bright side of what is happening within the enormous enterprise they work at and may seem to feel lost within.
Really thinking about what would empower and excite me played a lot into this production. I believe that a PR specialist should assume the position and mentalities of who they’re writing to. As a person working for the Hershey Company hearing about these exciting measures across the company can go a long way in building brand loyalty starting with the employees themselves.
