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Enron Mail |
Nov. 2, 2000
? Michael Roberts, Vice President, Reseach Stinson Gibner, Vice President, Reseach Vincent Kaminsik, Managing Director, Research Enron Corp. ? Gentlemen, Thank you for the opportunity to learn about a new communication position within your group.??Based on our discussions, here are some initial thoughts/observations on the job and the task. ? *Daily email newsletter for primarily two audiences: ??? ??? ??? ??? ??? ??? 1.? internal for employees available via the Enron intranet ??? ??? ??? ??? ??? ??? 2.? external for clients, industry at large ? *Also suggest the newsletter be sent to a targeted group of trade press.? As this information tool builds momentum and credibility, it will support the leadership positioning of?Enron's Trading Group.?? Plus, it could become a driver for media inquiries and?requests for further information or interviews with Enron?trading experts. ? *I heard you wanting internal and external versions for both morning and afternoon distribution.??That is an aggressive set of daily mailings. I would want to review the scope of the content and look at the frequency.? Just like print publications,?email newsletters are?now the rage and too many are?landing in the email inboxes.??My counsel would be to start with a manageable number and do it well.?You can always increase frequency.? Difficult to cut back on frequency without it appearing as a take away or lack of commitment to the product. Staffing?? ? *Invite outside industry analysts or clients to provide commentary. ? *Consider developing an "editorial advisory board" to govern the content.??Traders,?legal department, communications dept. A multidisciplinary group that?can add value to the publication. ? *Suggest finding an IMS or IT resource from within Enron to be assigned to this communications effort.??Database set up for the email addresses, technical issues arise?for?creating the links etc.? Managing an e-newsletter in my current position, I can?tell you that a writer/editor has enough to do to compile content.??You want mailings to go off without any glitches.? Or if there are glitches, he or she can?solve quickly.? What are the implications of these mailings on the company's computer systems?? ? *Budget.? Although not a typical print publication, this effort should have a budget.? Graphics, freelance or contract writing, photography?any special software or hardware needs associated with this effort?? ? *Review process.? What is the review process for?this publication.? Legal guidelines?? Corporate guidelines with regards to style, graphics etc.??Technical review of the material for accuracy?? A clear policy should be established?up front for the review process so everyone involved knows and understands their role and responsibilities?towards this communication effort. ? *Have you surveyed what is out in the marketplace???Gather samples of?newsletters that you like or don't like for discussion purposes. ? *Measurement/evaluation of the newsletter.??How?will the effectiveness of the newsletter be measured?? Hits on the website.? Inquiries from clients?? Don't have a quick answer but?some goals should be set to measure against. ? *Maintenace of the mailing lists should reside with the individual groups participating in the newsletter.??Maintenance of the newsletter databases should not be the responsibility of the communications representative.? ?? ? This sent to you in the spirit of exploring the position further.? Look forward to your feedback.??Thank you for your consideration.? ? Sincerely, Susan V. Gonzalez 11822 Poplar Creek Houston, TX? 77077 (281) 497-7185 home (281) 877-5853 work
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