What should be expressed in the internal magazine that establishes the corporate image externally?

With the progress of corporate culture, the establishment and development of enterprise internal journals have been paid more and more attention by enterprises, and some enterprises' internal journals have also begun to be entrusted with the important mission of building corporate culture internally and establishing corporate image externally. Then, as an enterprise, what the internal magazine should express, what it needs to say to the target audience, and whether the content of the internal magazine is accurately expressed and effectively perceived are the reasons for its survival and development. At present, there are various internal journals of enterprises, including those of well-known brand enterprises with high reputation in China, some obscure and unremarkable enterprise tabloids, and internal journals that only convey enterprise products and brand information to some target consumers. It should be said that every periodical bears its own responsibility, no matter how big or small it is. However, when the internal journals of enterprises develop to a certain extent, some enterprises spend millions or even tens of millions on running journals every year. Perhaps the internal journals need to go back and seriously think about what our internal journals express, whether these expressions are clear, whether the communication path is effective, and whether the internal journals play the best role. It's like every business owner knows that half of his advertising expenses are wasted, but he doesn't know which half is wasted. Is there a similar phenomenon in our internal publications? If we divide the current forms of internal periodicals into three categories, namely, periodicals circulating within enterprises, periodicals specially read by external customers and periodicals circulating internally and read by external customers, what each category of periodicals wants to express is different. There are similarities and differences in the concept of running a journal, so how to grasp the targeted content and "degree" of an internal journal? Let's take a look at the three forms of internal periodicals and what the core of internal periodicals needs to express, which will also enable us to find the ideas and key points of the development of internal periodicals. The core content and evaluation index expressed in different forms by internal journals of enterprises. Thus, the internal magazine is a special carrier with great tension. How to deal with the relationship between "inside" and "outside" and what kind of expression and content are adopted determine whether the internal magazine can achieve the expected effect and complete its due mission. In this way, it is very important to constantly reflect and think about internal publications and investigate their effects. Of course, we can see that many domestic enterprises have their own accurate objectives and principles for running journals, and some enterprises have even formed institutionalized norms, which are also included in the scope of company assessment. However, we also see that many domestic periodicals have lost their way in their development. This loss includes two aspects. One aspect is the personalization of expression, for example, the editor-in-chief of internal journals shows his personal literary talent in internal journals and leads the spread of corporate culture with his personal views. There are also some internal magazines that continue the style of "leading tabloid", that is, the whole article is a leader's speech and article, which has opened the distance between internal magazines and employees in communication and exchange, making internal magazines a propaganda material for personality cult; Another aspect is the "aphasia" of enterprise expression. When some internal magazines develop to a certain stage, there will be no "enterprise" itself. For example, some internal magazines for employees in enterprises have also begun to discuss some key issues in the political field, or imitate some mass media to hype social hotspots with the help of internal magazines. In fact, at this time, the internal magazine is no longer an "internal magazine" but an "internal magazine". For the internal magazine of an enterprise, what matters is not the form, but the content it expresses. No matter whether it is artistic or professional, the editor of each internal magazine needs to have a clear positioning of the expression and content of the internal magazine, and at the same time need to deeply understand the relationship between the internal magazine and the enterprise, and reasonably grasp the "degree" of content expansion in the development process of the internal magazine. Generally speaking, enterprise magazines need an independent, enthusiastic, objective and open spirit, as well as an ideal statement. What an enterprise magazine wants to express is far more delicate and profound than mass media, mass publications and trade magazines, because it needs a deep understanding, forward-looking vision and artistic interpretation of the enterprises it is attached to. Since we are still on the way to edit the internal magazine, what is our internal magazine expressing? How is the expression? We need to constantly review, summarize and think deeply. Only in this way can we clearly know the realistic responsibility and future direction of internal journals in enterprises. In recent years, with the further establishment of China's market economy status, corporate culture construction has also achieved unprecedented development and prosperity. According to incomplete statistics, there are more than 20,000 kinds of internal newspapers and periodicals1.2000 in China, which are playing an increasingly important role in corporate culture construction, brand building, business development and competitiveness enhancement. Skyworth Marketing is an internal publication sponsored by Skyworth Group's regional marketing headquarters in China, which is mainly aimed at employees and distributors of 166 offices (branches) all over the country. Published once a month. Since its publication in September, 2002, this publication, with the aim of "focusing on marketing and spreading brands" and insisting on serving the marketing network, front-line employees and distributors, has become a platform for the company to exchange work, experience and spread brands, and is loved by employees and readers of the company. In May, 2004, Skyworth Marketing won a special prize in the selection of the third national enterprise newspaper sponsored by China Enterprise Association and china enterprise confederation. Zhang Xipeng, the planner of this journal, and Wen Mang, the deputy editor-in-chief, won the editor-in-chief award and the editor-in-chief award of the national excellent enterprise internal journal respectively. 1. Positioning: Who should I show it to? The biggest confusion of enterprise newspapers and periodicals is the positioning problem. Many people also like to refer to public media when determining the positioning of internal magazines. In fact, this kind of thinking can easily lead to the wrong positioning and mode of corporate newspapers. As a possible result, a smaller version of XX Daily appeared in the enterprise, which was divorced from the operation of the enterprise and gradually became a dispensable "newspaper", which was not welcomed by employees and outsiders. In my opinion, the orientation of enterprise newspapers and periodicals is mainly to determine for whom this publication is published. Who is the main target audience of this publication? After answering these two questions, the positioning problem will be clear. 2. execution: give up and stick to it. In the process of implementation, the most important thing is to know how to persist and give up. Although the positioning of publications is only for a period of time, it is not forever. But once it is established, how to persist and implement it is very important. Give up something. Clear positioning, the overall content and form of publications must be carried out around this positioning. Content inconsistent with the positioning of the publication must be discarded. In this process, we abandoned a lot of tall, comprehensive things in general form, and did not simply praise the enterprise. Hang in there. Enterprise periodicals insist on serving marketing, which is the most fundamental. We persist in our efforts to ensure that your published articles are "enlightening" and "readers are willing to read" for your goals. Namely, the principles of usefulness and aesthetics. We published a case of an office, which produced great benefits of increasing sales of tens of millions of yuan after nationwide promotion. By the way, our color pages. The color pages of the whole magazine are relatively expensive. We will spare no effort to publish excellent works of art created by employees in each issue, including art, calligraphy, photography, seal cutting and so on. It not only enlivens the spiritual and cultural life of employees, but also takes it as a consistent position with the communication brand. In the past two years, we have persisted in doing it and achieved good results. 3. How to innovate publications? Enterprises run periodicals for a long time, and it is easy to have some inertia. This raises an innovative question. Innovation includes both content and form. 1), content: initial stage: due to vague positioning, the content arrangement and column setting are not clear enough; Stable period: after the positioning is determined, a clear idea is formed-that is, employees and distributors who serve marketing, brands and marketing networks. Adjust from the aspects of column setting, manuscript form, editing and processing; Maturity-improve the readability of publications based on various feedbacks. Starting from this year, we will carry out a comprehensive revision, and the publication as a whole will be arranged in blocks-divided into four editions: actual combat edition, planning edition, service edition and humanities edition. Add "expert comments" to the actual version to guide the work and enlighten the mind; Specially add a "humanities" column to publish literary works created by employees in a fixed layout, which will activate life and increase team cohesion. In the past, some columns in this edition were dispensable, which undermined the consistency of publications. After the revision, the quick layout of the version makes the content clearer. 2) Form: Marketing magazine, whose content itself determines the form of publication-generous, exquisite and heavy. Cover innovation: from simple "good-looking" to personalized logo. Format innovation: the format requirements conform to the overall connotation of the publication. From chaos to chaos-the fusion of content and form. Please note that it includes the coordination of the same department and the coordination of original publications. From the production of titles, illustrations, endings and even quotations, it conveys to readers a feeling of massiness, generosity, practicality and exquisiteness. 4. Today, the publication Response has been published for more than 20 issues, which has been widely welcomed by the Group, the Color TV Division, the industrial companies under the Group, the employees and customers of the company's network, and has also won unanimous praise from peers. Mainly reflected in several aspects: 1), increase in circulation: the circulation of publications has also increased from 5000 when it was first published to 1 10,000 now. The office often calls to report that the publication is delayed or a few copies are missing; There are even some customers and employees who call and write for money to subscribe and so on. 2) Leadership support: The gratifying achievements of the publication have also won stronger support from the company leaders. For example, the editorial department carried out activities to support the collection and public publication of some excellent articles published by Skyworth Marketing, and the funds were also more effectively guaranteed; At the same time, donations are more enthusiastic than before. 3) Promotion of professional financial newspapers and periodicals: famous businessmen, famous products, winning weekly magazines, etc. 4) Reprinted articles: Since its establishment, Skyworth Marketing has been reprinted by nearly 100 articles in influential financial publications (websites) such as China Business Times, Hongkong Commercial Daily, Sales and Market, Advertiser, 265438+ Century Talents, Information Times and China Marketing Network. Enterprise magazine-the output is creativity, and the profit comes from it. The most fashionable thing for enterprises now is to run enterprise magazines. Decent enterprises have their own media, which are distributed internally and read. The famous Vanke and Hongshi (the enterprise magazine of Pan Shiyi, a SOHO developer in Beijing Jianwai) and so on. At present, 50% of enterprises' overseas media expenditure is not directly advertised, but distributed in India's internal publications. The advantage of this is: 1, instilling marketing ideas. The most important thing for an enterprise is to achieve sales, and the most important thing in this sales is marketing. Talking about marketing every day and using internal magazines to do marketing is a coup that marketing is invisible and deeply rooted in people's hearts. You ask me why? The sales concept is hidden and credible. As long as you publish news in publications, that is influence, and intangible influence is an absolute improvement for marketing. 2. Show corporate image. What does an enterprise do? It manufactures products and provides consumer services for society. What can enterprise magazines do? Can provide you with a display platform, this platform can freely display your products. Why not give it a try? 3. Continue customer service. It is said that service is the most important part of an enterprise. No matter how good the product is, no matter how hard the marketing is, the service can't keep up. Everything is a problem. The use of internal journals to provide services has low cost and good interactive effect. 4. Externalization of internal blackboard newspaper. Enterprises always need to have culture, and the internal newspaper construction of enterprise culture needs to be done. Now that there are publications, it is much better to be a corporate culture publication, and employees will be very proud. 5, the dragon sees the head but does not see the tail-the boss writes the column himself. As the boss of an enterprise, you should write an internal magazine, what to do, interact with employees and break the internal hierarchy. Employees can communicate with you directly, and the boss can also learn the real enterprise information. 6. Enjoy knowledge * * *-share beautiful things together. How many years have passed since knowledge management, and how many chief knowledge officers have been established, but to what extent has knowledge management been realized in enterprises? Enterprise periodicals can effectively accumulate and manage knowledge. 7. Linkage of channel management. Channels determine the success or failure of many enterprises. Do you think it's great to be an internal magazine of channel enterprises and interact effectively with them? Your joining chain stores, plus the internet, internal magazines and magazines, must have a good effect. Moreover, the cost will not increase too much. To be an internal magazine, you can use the power of current editors and Art editor; Periodicals in enterprises do not have to be published on time, but the cost should be very low. With the maturity of Chinese enterprises, the role of internal journals in corporate culture construction has been paid more and more attention. There are more and more internal periodicals in enterprises. According to incomplete statistics, there are more than 65,438+2,000 kinds of non-profit "internal periodicals" founded by enterprises in China, and they are growing at a rate of about 25% every year. However, many employees don't know what role internal journals can play. What's more, the bosses and leaders of many enterprises are just following the trend-they see that other enterprises are making internal publications, and they also make one themselves. They are not quite sure what kind of goals internal publications should achieve. Operating a business means operating people's hearts-operating customers' hearts, operating partners' hearts and operating employees' hearts. By managing customers' hearts, let customers be loyal to our products and brands; The core of managing partners is to make partners willing to maintain long-term cooperation with us; Managing employees' hearts is to make our employees loyal to our enterprise and willing to share joys and sorrows with the enterprise. Business managers often feel confused: I gave my employee such a high salary, why did he (she) resign? Of course, in today's society, salary is indeed the first priority. I don't know that people's desires are endless. You only know how to satisfy them with salary. When other enterprises offer higher salary one day, job-hopping is inevitable. Isn't that true for customers and partners? Small favors will only bring temporary customers and temporary partners. Only when customers and partners are sincerely willing to cooperate with you for a long time and are willing to be loyal to your products will they do so. Internal publication is a communication platform between enterprises and customers, partners and employees. Enterprises can build their own sense of honor through internal publication, and then achieve the purpose of rallying people in a silent place. ■ The communication of communication platform enterprises is manifested in internal and external aspects, so there are three different forms of internal journals: internal and external and mixed. Internal-oriented magazines focus on providing a platform for employees to discuss, participate in corporate decision-making and shape corporate ideas. Internal-oriented magazines are not necessarily exquisite, and sometimes they can even be described as "rough", but their status in enterprises is just like that of People's Daily and Guangming Daily. All the major decisions and new trends of the enterprise will be disclosed and interpreted in the internal magazines of the enterprise, and the news information of the enterprise will emerge one after another. This kind of publications can make employees know the dynamic information inside the enterprise in the shortest time, understand the strategic thinking of the company and adapt to the way of doing things. This plays an irreplaceable role in communicating information of different departments and companies, as well as information between top managers and grass-roots units. The appearance of internal magazines, whether content selection or magazine production, is the same as that of public magazines, such as Vanke Weekly and SOHO tabloid. The difference is that public magazines generally locate their contents according to market demand, while internal magazines determine their contents according to the unique taste and image of enterprises. The purpose is to convey an idea and attitude of the enterprise through communication, consolidate the relationship between old customers and attract the attention of target customers. This kind of communication is often hidden under the gentleness and sweetness of magazine words, elegant emotions or other colors, which is not easy to be detected and recognized by readers. Such publications are often distributed to partners, celebrities from all walks of life and high-end clubs, which have a wider spread and greater influence. Mixed internal periodicals with a certain proportion of content also bear different functions, taking into account internal communication and external communication. ■ Establish a sense of honor Generally speaking, the internal magazines we see at present pay more attention to the role of "communicating information", but we don't pay enough attention to the role and function of establishing a sense of honor within enterprises. Why should we have a sense of corporate honor? "Honor" is the "name" in "fame and fortune". Just like being a man, while earning a proper profit, an enterprise should establish its good image through a series of actions, gain everyone's recognition and respect, make more people willing to cooperate with its own enterprise, make more people willing to follow your career, and make more people feel very honored and have face because they stand with the enterprise. Enterprises that make bad money are not good enterprises. However, an enterprise that only knows how to make money and make profits is definitely not a sense of honor or respect. This requires enterprises to take the initiative to assume the responsibility of "corporate citizenship" in addition to being honest and trustworthy and operating legally. Not only should this be done, but these should be the ideas promoted in internal magazines. What is the ideal and pursuit of an enterprise? Perhaps your enterprise has many advantages, great ambitions and many cases of being kind to customers, partners and employees. All these ideas and cases are transmitted to employees, partners and customers through internal magazines, and gradually form a friendly and sincere atmosphere inside and outside the enterprise. The establishment of corporate sense of honor is a systematic project and a series of actions; Cases made out of nothing, superficial ideas or inconsistent words and deeds often make employees feel bored and counterproductive, which requires the attention of internal magazine practitioners. In this process, internal publications play the role of carrier. ■ Gather people's hearts in a quiet place. In the final analysis, the purpose of internal publishing is to let employees, partners and all walks of life agree with the concept and way of doing things through communication and the establishment of a sense of honor. Never fall into the situation of "talking to yourself" or "talking to yourself". The most important thing of all "communication" methods is to study how to be accepted. From the perspective of acceptance, the internal magazine is undoubtedly one of the better carriers. For employees in enterprises, blunt documents, meetings and speeches are not as easy for employees to understand and accept the ideas of top managers as eloquent "high-level interviews" Externally, a good internal magazine, through its rich content and colorful forms, such as the SOHO tabloid mentioned above, hides the lifestyle and life concept that enterprises want to convey under the warmth or petty bourgeoisie sentiment-this is a more advanced, deeper and more powerful way of communication, which puts aside readers' preferences and concepts and directly points to the needs of the soul. By understanding the concept of magazines, and then understanding the concept and way of doing things of enterprises, compared with overwhelming advertisements, it is of course easier for people to accept and make new ideas more deeply rooted in people's hearts. There was no vigorous scene at all, and in silence, the "people's hearts" that were most conducive to the development of enterprises gathered. Did you create a direct profit? No. Gathering people's hearts in a quiet place is the greatest success of the internal magazine, and it is also the greatest comfort for an internal magazine practitioner. The strength of internal publication promotion determines the depth of marketing. If you applaud yourself, let the readers applaud! For the internal journals of enterprises, the choice of distribution channels directly affects the role given by the internal journals themselves. Supermarkets usually distribute it directly to potential consumers at the supermarket checkout counter, while hotels can visit rooms and restaurants, while manufacturing and other industries distribute it to suppliers, distributors, consumers and even associations and government departments by mail and salesmen taking the opportunity to go to the market. But there are always some channels that will have little effect and waste high costs, which are not suitable for enterprises that have just started or are short of funds. So, how can we achieve effective distribution? 1. Only when the function of internal publications is clear and the people are the target can we choose channels. 2. What kind of distribution method should the channel use? Is it facing consumers directly? Or through storefront decoration? Or should the salesman mail the business trip slip to the consumer? You can even make e-books and send them to the mailboxes of potential consumers. At present, there are more and more channels for publishing internal periodicals. You can make use of China enterprise internal periodical network and China enterprise internal periodical alliance network, or you can make your own internal periodical blog for effective dissemination and learning. 4. What is the main purpose of running an internal magazine? Most enterprises aim to increase sales and enhance corporate culture atmosphere, but some enterprises mainly do "political achievements". Different stages of enterprise development have different goals, and different regions also have different corporate cultures and different products.