The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

The New Role of Print

The role of print has changed from that of a timely news vehicle to a more educational vehicle. It also has a crucial secondary role: to steer people to online content.

Communicators everywhere are catching on to this fact, using print less frequently but using it a lot better. More and more print publications have gone from monthly to quarterly, or even to only twice a year.

I know some companies that do just one print publication a year; it is beautifully done, explains the bigger picture to employees, features terrific photography and graphics, tells great stories that feature employees, and serves as a reference tool for employees throughout the year.

One communicator who grasps the new role of print is Kevin Heinrichs, ...