Communications: Internet, Electronic Newsletters, Twitter and Web Site Services

Use of the Internet and web site based information management has become an essential form of communication, advocacy and fund raising in lobbying, politics, public relations and media relations. All professional services provided by Mr. Brown are designed to be used with Internet and web site technologies as well as in the more traditional printed report formats. In addition, all Internet applications can be augmented with use of social media strategies such as Facebook and Twitter.

A client generally has several options available and can select the ones that best meet their needs. Among the options is a "stand alone" web site. Another option is to use an existing client web site and adapt a section of that web site to public policy matters - including legislative, political, membership and media relations. Yet another is to utilize a dedicated and password protected web presence under a web site. An example of web site design and operation can be found by reviewing the web site for the Pikes Peak Regional Water Authority (http://www.pprwa.com/).

The following are commonly used communications strategies by Mr. Brown's clients:

*Basic web site design: Mr. Brown has developed extensive relationships with top-notch web site designers and technical experts. Mr. Brown relies upon these experts to develop the graphic design of the web site and to create the technical interfaces necessary to operate the web site in the most efficient and client friendly manner. Mr. Brown concentrates on the content of the information and the organization of that information to provide easy access and use.

Most web sites feature 6 component sections: a home page for the client, a page that provides information about the site and the client's organization, a page that provides contact information and usually contains an email link to the organization, a "news" or "current updates" page, a page dedicated to upcoming events such as meetings, conferences, etc., and a members' only access page for the sharing of information that is for the benefit of members but not necessarily nonmembers. Some web sites have other features such as a search capability for the public to locate members.

*Electronic newsletters: Electronic newsletters and similar kinds of communications are now essential in the contemporary world. These newsletters differ from an email or a FAX blast in that they are constructed with the intent of being used for regular and continuing communication and for the purposes of being archived for future retrieval. For an example of an electronic newsletter, please review the June 27, 2011 Pikes Peak Regional Water Authority Newsletter. The PPRWA Newsletter distribution includes members of the PPRWA, all El Paso County legislators, selected other elected officials and an extensive list of water attorneys and other water professionals throughout the State of Colorado. PPRWA Newsletter.

Such a newsletter is developed using the client's masthead, and is directly composed and transmitted as an email. Some organizations use different mastheads for different electronic newsletters. For example, one masthead might be "Board Notes" and only circulated among members of the board of directors. Another might be "Society News" and go to all members of the organization. Another might be "Media Updates" and go to predesignated journalists, reporters and news outlets as well as to trade and professional journals.

These newsletters are based upon a template that includes the appropriate masthead. Such newsletters maintain a professional and consistent appearance and portray the image of the organization. Newsletters are easily archived and made accessible through an index.

Electronic newsletters must be transmitted, and it is necessary to maintain a subscription list of email addresses. Recipients need the ability to sign up to receive the newsletter or to be deleted from the subscription list. An electronic newsletter that is delivered directly to the recipient's mailbox is preferable to creating a newsletter that the recipient must access through use of an Internet link or by downloading an attachment. Given the increasing vulnerability of the Internet to viruses, many people will not download and open attachments. The direct delivery is much more secure. Mr. Brown uses an email management program that, for security purposes, does not display any email address of any recipient other than the person who is directly receiving the newsletter.

All email recipient addresses are kept completely confidential. There is no sharing or distribution of those addresses.

Some email providers have developed effective screens to filter out spam and junk emails. Sometimes electronic newsletters get caught by those filters because of the graphics contained in the masthead. Usually all that is required is for the recipient to add the newsletter to a list of allowed transmissions.

While newsletters are essential methods to provide information, the fast paced world of the media and life also values social media outreach such as Twitter. The two strategies can be used together to provide the client with a strong communications presence. The nearly instantaneous communication provided through features such as Twitter can alert a client's grassroots to a development at a legislative or regulatory hearing and generate emails and responses in a matter of minutes.

*Client content of newsletters: In addition to the option of having Mr. Brown compose newsletters under the direction of the client, the client may also compose the newsletter. Using a simple Word document, the client can transmit content to Mr. Brown for inclusion in the newsletter. The Word document is then converted into an HTML document, and posted to the client web site and archived. The HTML version of the newsletter is then formatted as the electronic newsletter and is distributed in both an HTML and plain text version. If the client so desires, the newsletter can also be made available in a PDF format so that readers using the web site can download and print it easily.

If we can be of more assistance, please do not hesitate to contact us at rgbscuba@aol.com.