A Comms Pro’s Approach To Using Newsletters in PR

I’ve noticed more PR pros launching newsletters — especially solo practitioners. 

More than any other freelancer group I’ve come across. 

Some keep their newsletters on LinkedIn, some use other platforms, and some do both.

And just recently, I came across a post from Seth Carlson, a comms pro who helps comms consultants with email educational courses and LinkedIn content, recommending you shouldn’t have your newsletter on LinkedIn. 

So I reached out to him to be our guest expert on the topic so he can share his thoughts as someone who helps comms consultants use emails to connect with their audience.

In today’s #LeapsPRSeries, he talks about:

• how to pick the right platform for your newsletter as a PR & comms pro
• making your newsletter stand out in a crowded inbox
• how to collaborate with clients and their teams to create newsletter content

Avoiding common newsletter mistakes

Q: In your opinion, what’s the biggest mistake comms professionals make when starting a newsletter? And what should they be doing instead?

A: The biggest mistake comms professionals make when starting a newsletter is starting one without clarity. 

Instead of starting a newsletter because everyone else is, work through the details of what you’re trying to accomplish.

Answer:

• Who is this for?
• What will it help them accomplish?
• Why am I starting it?
• Can I publish this consistently for at least 12 months?

There are additional questions you can ask yourself about positioning, style, and delivery, but this first set of questions is crucial for clarity and determining whether you should proceed or hold off on starting a newsletter until a later time.

Picking the right platform for your newsletter

Q: How do you decide the right platform for a newsletter — LinkedIn, Substack, or something else? And what factors should you consider when picking a platform and does the choice of platform really impact the success of the newsletter?

A: Do not start a newsletter on LinkedIn. The platform will own your “subscribers,” and although you’re likely to get quite a few subscribers (because LinkedIn asks all your connections to subscribe), your actual readership will be low because every user on the platform gets inundated with subscription requests.

Viewing newsletters through this lens, almost any other newsletter platform is a better choice, but avoid providers that are set up primarily as marketing tools (i.e., Mailchimp, Constant Contact, etc.)

• If you are looking to build a business out of your newsletter, Beehiiv is a good choice because of its robust ad network.
• If you are looking to use your newsletter as a tool for your business, go with Kit because it is designed with business growth in mind and has advanced features for different automations and campaigns you can run in the future.
• If you’re just getting started and you don’t want to think about all the complexities above, just start a Substack.

These platforms allow you to keep the email list you build on their platform, meaning you can always import or export your list later.

Making your newsletter stand out

Q: From your experience, what’s the no. 1 thing a comms pro should do to make their newsletters stand out in a crowded inbox?

A: The most important thing you can do to make your newsletter stand out is carve out your own category. Do not try to compete with everyone else. That just makes you a commodity in a sea of options and drives down what you’re able to charge for your product or service.

As far as style and format go:

• If you’re not a Fortune 500 Comms Leader or already have a large platform, don’t go the personal brand newsletter route.
• Go for something that is helpful to the point of being indispensable in your category. That’s how you’ll grow and eventually be able to sell through email.

Collaborating with internal teams on newsletter content

Q: For those creating newsletters for their clients/companies, what would you say is the best way to collaborate with internal teams/executives on newsletter content?

A: When working with a client’s newsletter, make sure you come in with a clearly defined, codified package. Know your process inside and out and know what outcomes you’re after for the client.

Without a clear offer, you risk commoditizing yourself into a “person who writes newsletters,” instead of a strategic business advisor who also executes deliverables.

Make sure you frame the entire engagement, from start to finish, as someone who has a plan and will drive it forward every step of the way. 

Of course, this doesn’t mean you want to bulldoze over your client’s ideas. 

Close listening is part of the process. 

Just remember: your client is coming to you for your expertise in this area. They will need your guidance.

Using newsletters for thought leadership

Q: How can comms/PR professionals use newsletters to position themselves or their clients or companies as thought leaders?

A: This may be a subversive comment, but not everybody needs to be a thought leader. And a lot of solopreneurs and companies do themselves a disservice by trying too hard to sound smart.

If you’re not going to go deep and produce original research that can’t be found elsewhere, don’t waste time trying to sound smart.

Instead, focus on experiences:

• Talk about things you’ve actually done in the real world.
• Share what worked, what didn’t, and why.

AI can spit out theory and “best practices” (whatever that means) all day. But it can’t have real-world, lived experiences. That’s where you should focus.

Turning newsletters into a competitive edge

Newsletters can be an incredible PR tool, but only if you approach it with clarity, the right platform, and a clear purpose. 

If you’re thinking about launching a newsletter or improving your current one, consider Seth’s advice: focus on a distinct category, choose a platform wisely, and make your content indispensable.

Goodluck!