Internal & External Communication, Editorial Charter

• Communication consists of 2 main areas, internal and external.
• Internal communication involves classic and written communication methods such as posters, emails, and intranet.
• External communication includes newsletters, communication with the press, press kits, and social networks.

Editorial Charter

• It is a document defining the rules and guidelines for creating and distributing content
• It specifies the tone, style, formats, targets, and values of the brand or media to ensure consistency in communication.

Internal Communication

• The goal is to inform and unite people within the group by creating connections between services or employees.
• The tools used depend on the size of the company and include posters, suggestion boxes, meeting reports, and information notes.
• The objectives include setting common rules and objectives, creating a sense of belonging, strengthening employee well-being, conveying company values, and promoting knowledge sharing.
• This enables employees to be well-informed, unified, feel closer to the company, and invest more in their work.

External Communication

• Utilizes both traditional and digital methods.
• Most companies/associations are predominantly on social networks, some use both traditional and digital methods.
• The majority of external communication takes place via social networks and websites.
• Tools used, include newsletters, e-mailing, social media posts, websites, press kits, and SMS messages.

Internal Information Note

• It serves to disseminate a single piece of relevant information.
• It must maintain a certain level of rigor, be concise, and be clear and understandable to everyone without any ambiguity.
• It should avoid stylistic devices and use a neutral and professional tone, focus on a specific subject, and avoid personal subjective opinions.
• These points facilitate decision-making.

Rules For Drafting The Note

• Introduction (presents the subject).
• Development (specifies the content of the note, only one piece of information).
• Conclusion (reminds of the implementation of the decision).
• Use a clear style and appropriate tone for employees.
• Avoid failing to define a precise goal.
• Examples include announcing a new manager or a seminar, or instructing on new operating rules (schedule changes), etc.
• Pure information and everything that helps harmonize and enforce internal operating rules.

Style

• Neutral, professional, and impersonal.
• Less than 10 lines and should fit on one page.
• The page should include the sender, recipient, place and date, subject, and signature.
• It should have 2-3 lines of introduction, a central paragraph, and 2-3 lines of conclusion.
• It is distributed digitally or via simple posting.

Structure Of An Information Note

• NOTE D'INFORMATION* centered.
• To the attention of: All employees.
• From: [Name of the manager / Department].
• Date: [DD/MM/YYYY].
• Subject: [Subject of the note].
• Dear colleagues,
• In the context of [reason for the note, e.g., organizational change, new procedure, important reminder], we wish to inform you that [details of the information].
• Effective from [date of application], here are the main points to remember: (this should only concern one precise main point, it is possible to segment this main piece of information).
  • First important point
  • Second important point
  • Third important point.
• Thank you for taking these new provisions into account and we remain at your disposal for any questions.
• [Name and function]
• Or
• [Company / Department]

Newsletter

• It is used structured with different categories, restaurants, immersive experiences, accommodations, and gift vouchers.
• It includes a personalized introduction highlighting offers, and an informative footer with contacts, app links, and unsubscribe options.
• Capitalized headlines organize the content, short paragraphs and clear calls to action, efficient hierarchy facilitating quick reading, and themed colors.
• The overall design is intended to be attractive and engaging.
• Goals are to build loyalty, encourage consumption, inform, and create a close relationship with personalized messages.
• It is written in a common/familiar register with a light tone.
• Utilize simple language close to the subject matter, clear and unambiguous messaging, subjective and personal wording, and possible use of figures of style.

External Communication

• It is aimed to target a larger audience than internal communication.

Press Release

• Is a document for the press, originating from a company, administration, etc.
• It is used when the company has special relations with the press or needs to communicate important information related to current events.
• It must adhere to writing rules such as being brief (one piece of information), using simple, understandable, and unambiguous language.
• Information should be based on facts and objective data (figures, etc.), and have a max of 1 image;
• Should be neutral and objective, avoiding "I" unless it designates the legitimate spokesperson of the release;
• Refrain from using pejorative or meliorative terms;
• The content must be signed and therefore assumed by the writer.

Layout

• "Press Release" should appear on the document.
• The subject must be mentioned, e.g., "Change of president."
• Include the source (writer's name) with contact details / END.
• Add the recipient (name of the newspaper) / BEGIN.

Role And Objective

• Provide journalists with interesting information likely to attract their attention.
• Encourage journalists to spread the press release.
• Encourage the development of articles on the subject.
• It should be composed of "Who, What, Where, When, How" to frame and get to the essence.
• The subject can be a company, association, or public institution.

Study Each Release

• Formal aspect (where the elements, illustrations, etc... are located)
• Content: find key information and the structure.
• Lexicon, type of phrase, register, and objective.

PSG

• Example Press releases analysis :

Structure Of The Page

• Seven parts:
  • Header: the PSG logo in the and accompanied by a blue and red banner with the title "PRESS RELEASE".
  • Place and date: Paris, May 22, 2022.
  • Title: Bold and centered, announcing the press conference of Nasser Al-Khelaïfi and Kylian Mbappé.
  • Main information: Date, time, and place of the event (Monday, May 23, 2022, 15h00, at the Parc des Princes). Explanations about the event, accreditation procedures, rules for media, and audio streaming options.
  • Contact: Email address for any technical questions.
  • Footer: Graphic banner similar to the header to ensure visual consistency.

Content

• Divided into 9 points:

  • Press conference with the president of PSG and Kylian Mbappé.

  • Date and place. (May 23, 2022, at 3 p.m.)

  • Procedure to obtain accreditation.

  • Ban on cameras and provision of an audio signal.

  • Announcements must have a logical structure.

  • Official announcement (title and date).

  • Presentation of the event (who, what, where, when).

  • Practical details (access, accreditation, restrictions).

  • Information for the media (broadcast, technical contacts).

  • Contact "[email protected]".

  • No signature.

Vocabulary

• Professional ("President-CEO", "accreditation", "photographer by agency"
• Technical terms related to media ("free-to-air feed"
• Declarative phrases to announce and explain.
• Indirect imperative sentences ("We thank you for applying for accreditation")
• Negative sentences for restrictions ("No camera will be accepted")

Register

• Sustained and institutional.

Objective

• Inform the media about the conference.
• Provide structure on access and organization to ensure good media coverage.
• Prevent any misunderstanding by specifying the terms of distribution and restrictions.
• Who?
  • Nasser Al-Khelaïfi, president and CEO of Paris Saint-Germain.
  • Kylian Mbappé, player of PSG.
  • Journalists and photographers accredited to cover the event.

Content Goal

• Event presentation
• Objective: Important announcement (probably Mbappé's extension to PSG).
• Where?
• At the Parc des Princes, in the auditorium.
• When?
• Monday, May 23, 2022, at 15:00.
• Accreditations to be requested before Sunday, May 22, 2022, 22:00.

Method

• Journalists must apply for accreditation by email to [email protected].
• Time limits and the number of places are available.

Press Kit

• It is an external communication tool used to spread information about various aspects of institutional or professional life, such as organization of the structure (composition of the service, etc.), operational methods (recruitment, fixed meetings, etc.), and events (calendar, programming, budget).
• The primary goal is that it should be appealing.
• The information is not just textual; there are also images, diagrams, etc.
• Quality graphic dimension is importand and respect for the company's graphic charter.
• It must be readable (digital or paper) with many illustrations.
• Include a front/back cover, table of contents, an editorial, and articles.
• End with a contact page or a plan related to the information.
• It is possible to integrate a press release with a variable length (between 10 and 50 pages).
• Specific sections, such as the founder's word or other.

Editorial

• A short opening text that will guide the reader and show the position of the text that will follow: the choice of editorial line, the posture, and the broad outlines that will attract the reader's attention.

Purpose Of The Press Kit

• Increase the visibility of the company, institution, or association; promotion to the press; and more useful for young companies
• Media coverage provides greater credibility and legitimacy.
• The form (graphic standards, layout, number of pages, structure of the kit)
• The content: does it meet the communication objectives? which ones? what is the precise message?
• Characterize the editorial line, lexicon, and register.

Press Kit

• Analysis of the press kit (like dads): Normes graphiques:
• the file respects a coherent graphic charter adapted to the world of early childhood (soft tones, refined visuals).
• Colors: Beige/cream/orange.
• Layout: a structure that facilitates reading, lots of diagrams and illustrations, not a page without illustration
• Number of pages: 16 pages including the first and fourth.

Structure:

• Front cover indicating press kit with logo + << Press kit >>>, sommary, a presentation of the concept and history.
• Brand commitments, the presentation of products (soups, seasonal ranges).
• Information on distribution and e-commerce, a press contact to finish, Camille Bartoux.
• Fourth cover Does it meet communication objectives? Yes, it aims to:
• Valuing the brand and its premium positioning in the food market
• Presenting the innovation of organic, fresh and pasteurized products and convincing journalists and potential partners of the quality and originality of the offer

Message

• "→ The brand insists on the quality of ingredients, organic, and the alternative to small industrial pots
• reassure
• Highlighting a premium, fresh and respectful offer for the health of babies.
• Website update
• Evolution of delivery methods
• Creation of a sponsorship program

The Press Kit

• The tone should be professional and engaging, with a tone that is both serious and accessible.
• Value the founders (dad of the project) and their expertise (training in gastronomy).
• They Highlight the benefits for parents and babies.

Terms such as food technology are related infants and organic (pasteurization, DLC, nutritionist).

• Marketing vocabulary focused on quality and innovation.

• Register

• Predominantly informative and promotional with a positive and reassuring tone.

• Some storytelling elements (story of the founders, commitment to quality). Journo, Parents, Investors

The Editorial

• An article explaining the opinion of the journalist or the direction of the newspaper, which is on the front page of the publication and in both print and online media.
• Objective: Indicate the general direction of the content, and the newspaper's stance (religious, political, etc.).
• There are decentralized editorials where the journalist takes no position on the content.
• Editing rules:
  • Should correspond to the newspaper's charter
  • Like an article but shorter
  • Often an "I"
  • Determine the tone (polemical, neutral)
  • Account for the target
  • Define the precise objective (sensitize, incite, criticize, judge)
  • Express a judgment on current events (committed editorialist)
  • Some encourage reflection/interrogative editorial
  • Some praise service or public figures
  • Title
  • Editorial display
  • Catchphrase