One of the things you’ll always hear us preach about is the importance of audience led communications. This is because we routinely come across people starting their approach to comms from the wrong angle entirely.
People so often decide they need to send out a newsletter, or want to see some coverage in a newspaper, but have they really thought why? Do their customers actually receive their news in that way? Who in fact is their audience and how do they consume their news?
Start from the position of deciding who your audience is. Work out how they like to receive their news. Then devise the action that will deliver the right message, to the right audience, using the correct medium.