How to establish a good internal journal in enterprises

the significance of establishing internal journals in enterprises With the progress of corporate culture, the establishment and development of internal journals in enterprises are increasingly valued by enterprises, and some internal journals in enterprises have also begun to be endowed with the important mission of building corporate culture internally and establishing corporate image externally. Then, as an enterprise, what an internal magazine should express, what it needs to say to its 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 all kinds of internal journals of enterprises, including those of well-known brand enterprises with high reputation in China, some obscure and unremarkable enterprise tabloids, and those that only convey the information of enterprise products and brands to some target consumers. It should be said that every journal bears its own responsibility, no matter how big or small it is. However, when the internal publication of an enterprise develops to a certain extent, some enterprises spend millions or even tens of millions every year on running a publication, perhaps the internal publication people need to go back and seriously think about what our internal publication has expressed, whether these expressions are clear, whether the communication path is effective, and whether the internal publication has played the best role. It's like every business owner knows that half of his advertising expenses have been wasted, but he doesn't know which half has been wasted. Is there a similar phenomenon in our internal publications? If we divide the current forms of internal journals into three categories, namely, journals circulated within the enterprise, journals specially read by external customers, and journals circulated internally and read by external customers, what each category of journals wants to express is different. There are similarities and differences in the concept of running journals, so for internal journals, how to grasp the content and "degree" of targeted internal journals? Let's take a look at three forms of enterprise internal journals to see what the core of enterprise internal journals needs to express, which will also enable us to find out the ideas and focus of the development of enterprise internal journals. The core content and evaluation index expressed in different forms of enterprise internal journals. It can be seen that the internal magazine of an enterprise is a special carrier with great tension. How to deal with the relationship between "inside and outside" and what kind of expression and content it adopts 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 the internal publication and investigate its effect. Of course, we 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 journals are lost in development. This loss includes two aspects. One aspect is personalization of expression, such as the editor-in-chief of internal journals displaying his personal literary talents in internal journals and leading the spread of corporate culture with personal views. There are also some internal journals that continue the style of "leading tabloid", that is, the whole article is leadership speeches and articles, which has opened the distance between internal journals and employees in communication and communication, making internal journals become publicity materials for personal worship; Another aspect is the "aphasia" of enterprise expression. When some internal magazines reach a certain stage, there will be no "enterprise" itself. For example, some internal magazines for internal employees of enterprises have 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, internal magazines are no longer "internal magazines" but "internal magazines" For an enterprise's internal magazine, what matters is not the form, but what it expresses. To compile an enterprise's internal magazine, 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, at the same time, he needs to have a deep understanding of 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, what an enterprise magazine needs is an independent, enthusiastic, objective and open spirit, and an ideal statement. What an enterprise magazine wants to express is far more delicate and profound than those of mass media, popular publications and trade magazines, because it needs to have 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's 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 enterprise internal journals. 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 12, internal newspapers and periodicals in enterprises nationwide, which play an increasingly important role in enterprise culture construction, brand building, enterprise management and development, enterprise competitiveness and so on. 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 the company's 166 offices (branches) all over the country. Published once a month. Since its publication in September, 22, with the aim of "focusing on marketing and spreading brands", the publication has persisted in serving the marketing network, front-line employees and distributors, and has become a platform for the company to exchange work, experience and spread brands, which has been loved by employees and readers of the company. In May, 24, Skyworth Marketing won the special prize in the third national enterprise newspaper selection sponsored by China Enterprise Association and china enterprise confederation. Zhang Xipeng, the planner of this journal, and Wen Mang, the deputy editor-in-chief, respectively won the editor-in-chief award and the editor-in-chief award of the national excellent enterprise internal journal. 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 the public media when determining the positioning of internal magazines. In fact, this kind of thinking easily leads enterprise newspapers to the wrong positioning and mode. The possible result is that a scaled-down version of XX Daily appears in the enterprise, which is divorced from the operation of the enterprise and gradually becomes a dispensable "newspaper" that is not welcomed by employees and outsiders. In my opinion, the orientation of enterprise newspapers and periodicals is mainly to determine who this publication is for. Who is the main target audience of the publication? After answering these two questions, the positioning problem becomes clear. 2. Implementation: Give up and persist. In the process of implementation, the most important thing is to know how to persist and give up. Although the orientation of publications is only for a period of time, it is not forever. But once established, how to persist and implement it is very important. Give up something. Clear positioning, the overall content and form of the publication must be carried out around this positioning. What is inconsistent with the positioning of the publication must be discarded. In this process, we abandoned a lot of high, large and comprehensive things which are very general in form, and did not simply sing praises for the enterprise. Stick to it. Enterprise journals insist on serving marketing, which is the most fundamental. We insist on trying to make sure that the articles published by you are "instructive" and "readers are willing to read" for your target. That is, the principle of usefulness and beauty. We have published a case of an office, which has produced huge benefits of increasing sales by tens of millions of yuan after being promoted nationwide. By the way, our color pages. The cost of color pages in the whole magazine is relatively expensive. We will spare no effort to publish outstanding 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 this as a position consistent 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 have been running journals for a long time, and it is easy to have some inertia. This presents an innovative problem. Innovation includes two aspects: 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, serving the marketing, serving the brand, serving the employees and distributors of the marketing network. Adjust from the aspects of column setting, manuscript form and editing; Maturity-increase the readability of the publication according to various feedbacks. Starting from this year, we will carry out a comprehensive revision, and the publication as a whole will be arranged in a block-like manner-divided into four editions: actual combat, planning, service and humanities. Add "expert comments" in the actual combat version to guide the work and enlighten the mind; "Humanities" was specially added to publish literary works created by employees in a fixed layout, so as to enliven life and increase team cohesion. In the past, some columns in this edition were dispensable, which destroyed the coherence of the publication. After the revision, the quick layout of the edition made the content clearer. 2) Form: Marketing magazine, whose content itself determines the form of the publication-generous, exquisite and heavy. Innovation of cover: from simple "good-looking" to personalized identification. Innovation of format: the format requirements conform to the overall connotation of the publication. From clutter to chaos-the fusion of content and form. Note that it includes the coordination of the same section and the coordination of original publications. From the production of titles, illustrations, coda and even quotations, it conveys to readers the feelings of massiness, generosity, practicality and exquisiteness. 4. Today, the response publication has been published for more than 2 issues, which has been widely welcomed by the group, the color TV division, the industrial companies under the group and the employees and customers of the company network, and has also won unanimous praise from peers. Mainly reflected in several aspects: 1) The circulation has increased: the circulation of publications has also increased from 5, at the time of initial publication to 1, copies now. There are often telephone calls from the office to report that the publication is late or missing a few copies; There are even some customers and employees calling and writing letters asking for money to subscribe, and so on. 2) Leadership support: The gratifying achievements of the publication have also won more powerful support from the company leaders. For example, the editorial department carried out activities and supported 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, contributions are also more enthusiastic than before. 3) Promotion of professional financial newspapers and periodicals: Famous Businessmen, Famous Brands, Win Weekly, etc. 4) Reprinted Articles: Since its founding, Skyworth Marketing has been reprinted by China Business Times, Hongkong Commercial Daily, Sales and Market, Advertiser, 21st Century Talent, Information Times, China Marketing Network and other influential financial publications (websites). Enterprise magazine-the output is ideas, and the profit comes in. Now the most fashionable thing for enterprises is to run enterprise magazines. Decent enterprises have their own media, which are distributed internally and sent out for reading. Well-known Vanke and Redstone (the enterprise magazine of Pan Shiyi, the developer of Jianwai SOHO in Beijing) and so on. At present, 5% of the media expenditure of enterprises abroad is not directly advertising, but is distributed by their own internal publications in India. This has the following advantages: 1. Instilling the marketing concept. 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 the internal magazine of the enterprise to do marketing is a clever move that marketing is invisible and marketing is 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 promotion for marketing. 2. Display of corporate image. What does an enterprise do? It makes products and provides consumer services for the society. What can an enterprise magazine do? Can provide you with a display platform, this platform can freely display your products. Why not give it a try? 3. Continuation of 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 be literate, and the construction of internal newspapers and periodicals 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 of it. 5, the dragon sees the first-the boss personally writes the column. As the boss of an enterprise, you should write an internal magazine, what to do, interact with employees, and break the internal hierarchy system. Employees can communicate directly with you, and the boss can also learn the real enterprise information. 6. Enjoy knowledge * * *-share good things together. How many years have passed since knowledge management was said, and how many chief knowledge officers have been established, but to what extent has knowledge management been achieved in enterprises? Enterprise journals can effectively accumulate and manage knowledge. 7. Linkage of channel management. The channel determines 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 enterprises? Your franchise chain store, together with the network, internal magazines and magazines, must have a good effect. Moreover, the cost will not increase too much. To be an internal magazine of the enterprise, the current editing and editing and the power of Art editor can be used; It's not necessary to distribute the internal journals of enterprises on time, but the cost should be very low. With the maturity of enterprises in China, the role of internal journals in corporate culture construction has been paid more and more attention. There are more and more internal journals in enterprises. According to incomplete statistics, there are more than 12, kinds of non-profit "internal journals" founded by domestic enterprises, and they are increasing at a rate of about 25% every year. However, many employees are not clear about what role internal journals can play. Not only that, the bosses and responsible persons of many enterprises are just following the trend-they see other enterprises doing internal publications and do one themselves, and they are not very clear about what kind of goals internal publications should achieve. Running a business means running people's hearts-running customers' hearts, running partners' hearts and running employees' hearts. By managing customers' hearts, let customers be loyal to our products and brands; The heart 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 the joys and sorrows with the enterprise. Business operators are often puzzled: I gave my employee such a high salary, why did he (she) quit? Of course, in today's society, salary is indeed the first priority. But I don't know that people's desires are endless. You only know how to satisfy them with salary, and when other enterprises offer higher salary one day, job-hopping is inevitable. Isn't this the case with customers and partners? Small favors bring only 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 he do so. Internal publication is a communication platform between enterprises and customers, partners and employees, through which enterprises can establish their own sense of honor, and then achieve the purpose of gathering people's hearts in a silent place. ■ Communication platform The communication of enterprises is manifested in both internal and external aspects, so there are three different forms of internal journals: internal and external.