corporate journalism and publications - summary lecture part 2
DESCRIPTION
A lecture for polytechnic students on the electronic communication tools and design principles in corporate communications.TRANSCRIPT
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Corporate Journalism & Publications Summary Lecture
Part Two
Sherrie Lee
FreeDigitalPhotos.net
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RECAP
Importance of CJP
Types of Communications Tools
Newsletters/Magazines
Annual Reports
Brochures/Flyers
Posters/Banners
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Corporate videos
Websites
Social Media
Flickr: Azcona Diseño
ELECTRONIC COMMUNICATION TOOLS
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Vary in length, style, format,
purpose and audience
Use to showcase Company or
promote/sell its products/services
Need script, voice-over and music
Done by professionals
Must be short and impactful
CO
RPO
RA
TE V
IDEO
S
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Advantages
Cost effective
Wide reach
Speed
WEBSITES
Disadvantages
Less interaction between people
Must be updated regularly
Reliant on technology
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Visually appealing, consistent and intuitive layout
Simplicity
(note amount of info, number of links and language)
Easy to use/navigate
Current and timely info
More graphics and sound
FEATURES OF EFFECTIVE WEBSITES
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Write concisely
Break up paragraphs
Use headings and sub-heads
Use ‘blurbs’ to show readers
what they can find in a link
Make action easy
WRITING FOR WEBSITES
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The online technologies and practices
that the public use to share opinions,
insights, experiences and perspectives
on a personal level
SOCIAL MEDIA
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Social Networks
(e.g. Facebook, Twitter, LinkedIn)
Photo/Video Sharing
(e.g. YouTube, Flickr, Pinterest, Instagram)
Blogs
Online forums
Wikis
Flickr: daniel_iversen
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Improve communications
(internal/external/potential customers)
Build brand, support Marketing and Sales
Do real-time consumer surveys
Generate awareness
Provide customer service
Manage reputations
Sustain growth
HOW COMPANIES USE SOCIAL MEDIA
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CASE STUDY: BOOKS ACTUALLY
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Features
On demand access 24/7, instant availability
Interactivity/User participation
Community formation
Democratisation of media
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Drawbacks
Over reliance on technology
Information overload
Unchecked/ uncontrolled/
unverified information
Expectation of prompt updates
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Implications
Corporate messaging
Reputation management
Relationship building
Digital channel monitoring
Stakeholder empowerment
Integration of digital platforms
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Typography
White Space
Colour
DESIGN PRINCIPLES
Flickr: helenaperezgarcia
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Flickr: typoatelier
Art and Technique of using type and
graphics in one composition of printed
matter so as to
communicate effectively
Attract attention with type and space
by applying design principles
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Sustain interest
Establish mood
Maintain legibility
Inject distinctive style
Flickr: jjordenn
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Legibility
Clarity of the image when reproduced in printed matter
Readability
Ease and comfort with which matter can be read
Both are fundamental Image: mattgilbert.net
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Image: behance.net
White Space: 2 Categories
Margins, Vertical ‘gutter’ between columns,
leading within body text and paragraph indents
Extra space at top of page
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White Space: Mood and Image
Wealthy, upscale, prestigious and elegant
Use lots of white space
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White Space: Mood and Image
Down-to-earth, ordinary folks
Enough white space that it is legible and readable
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White Space: Mood and Image
‘Cheap, mass-produced, amateurish’
Cluttered page with little margin, less gaps in-between
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Image: goo.gl/Y4RUx
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Image: usabilitypost.com
Non-verbal
communication
Symbolism and
meanings beyond ink
Perception of different
colours
Emotional responses
evoked through:
Warm colours
Cool colours
Neutral colours
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Image: usabilitypost.com
Who is your
audience?
What colours appeal
to them?
Colour preference
often determined by
culture
Do the chosen
colours represent
your company well?
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Image: usabilitypost.com
http://goo.gl/TEim0
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4 Colour (CMYK) or Process Colour
2 Colour or Spot Colour
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ANY QUESTIONS?
THE END