Let the pros handle your prose:
The value of outsourcing
What can a newsletter do for your customers?
Producing a professional quality newsletter is a daunting task for most companies because of the time and effort these publications require. Tasks involved in producing a newsletter include selecting articles, researching, writing, editing, proofreading, designing, proofreading again and managing the printing process.
For best results, successful publishers recommend getting outside help for several reasons:
- Higher quality. You’ll get a higher quality product if you outsource to a firm that specializes in publications. “This is their core competency,” says Linda Bartman, director of corporate communications for AAR Corp. in Wood Dale, Ill. “If you supply them with material, the finished piece will come back very professional, both in content and presentation.”
- Proven expertise. Newsletter publishing firms aren’t reinventing the wheel with each publication. “We’re paying for qualified people who know exactly how to publish a newsletter,” says Margie McNulty, human resources supervisor at Gaylord Container Corp. in Deerfield, Ill. “By outsourcing, you know you’re going to get a proven result.”
- Additional resources. Outside specialists have the equipment and staff to produce newsletters on demand. “We do most of the writing, but we don’t have the computers or software to be able to handle the rest,” says Ellen Dolter, marketing communications specialist at United Stationers Inc. in Des Plaines, Ill. “That’s when we go outside.”
- Best use of management time. Outside firms have qualifications that let everyone focus on their area of expertise. “By outsourcing, I’m able to focus on my human resources responsibilities,” McNulty says. “I can manage the project without actually having to spend my time doing it.”
- Full service. Newsletter publishing companies will handle the task from conception to delivery. “I don’t have to get bogged down in the details,” Bartman says.
- Best use of internal resources. Hiring outside talent leaves internal staff time to focus on other projects. “We have people on staff who have the skills to produce a newsletter, but they’re dedicated to working on other things,” says Steve Weiner, vice president, communications at Alliant Exchange Inc. in Deerfield, Ill. “A newsletter is a publication which can easily be given to an outside firm.”
- Focus on big picture. Relying on professionals allows you to concentrate on the end result. “We don’t want to worry about the details, such as placing graphics,” says Shelly Bell Eckerman, personnel specialist II at TTX Co. in Chicago. “We want to focus on the contents, and we expect someone else to make it look nice.”
- Time savings. Outsourcing is often the fastest way to get material published. “Producing a newsletter is quite an undertaking,” Bartman says. “Most people don’t realize how time-consuming the process can be, which is why we count on outside staff for help.”
