The publishing cycle of Rundushe, the official account of WeChat, an internal magazine, is as follows

Internal publications of enterprises refer to internal publications of enterprises, which can be newspapers, magazines and special issues in form and biweekly, monthly and quarterly in cycle. The distribution scope mainly includes employees, customers, suppliers and other related personnel. In reality, it is not difficult to find that internal magazines have almost become the standard configuration of corporate culture work and are standing weapons. However, we also found that it takes a lot of efforts to run an internal magazine well and really use this standing weapon with ease. If you owe one point, you will not be able to do it with ease, and you will inevitably feel inferior.

1. Defining the positioning of internal journals is often given many expectations, such as "recording the growth of enterprises", "promoting internal communication", "enriching the spiritual world of employees", "expressing corporate culture" and "establishing corporate image", which seems to be all-encompassing. As a result, internal periodicals often fall into the quagmire of expectation, but lose their foothold-functional positioning, and finally have few characteristics and are difficult to operate. In fact, the internal publications of enterprises, like other reading materials, have a wide audience, limited content and limited functions. Just like the difference between "specialization" and "diversification" strategies of enterprises, "specialization" can often form differentiation and gain positioning advantages. Therefore, for internal journals, especially those of start-ups, there must be clear positioning and simple demands. For example, the initial positioning of Stone Man is employee communication, the initial positioning of Sü ddeutsche Vision is image public relations, the initial positioning of Wantong Man is advertising, the initial positioning of Haier Man is supervision and education, and the initial positioning of Vanke Weekly is humanistic feelings, which are different but have their own characteristics. With the development of enterprises, internal periodicals can be diversified, but they are often subdivided and merged by readers. For example, Vanke Weekly, Neighbor and VECO, the internal magazines of Vanke Group, are all publications at different stages of development and have different functional orientations.

2. Get management support. Since internal publications are related to corporate culture, they must be related to corporate management and must be supported by management. Pay attention to "nurturing", not just "nurturing", because "nurturing" is higher than "nurturing". "Support" may be temporary and external, while "support" needs to be permanent and internal. For example, the top management will be included in the editorial board or editorial department, the front page news or preface of each issue will be assigned to the chairman or general manager for writing, and some middle and senior management personnel will be hired as special writers or column experts. Only by "riveting" the management on the structure of the internal journal can it play a real "supporting" role.

Editing and making a magazine with a group of people who love it is by no means an easy task. In addition to a lot of reading and writing, it also needs a series of work such as contracting, editing and proofreading. It can be said that being an internal magazine editor is a very boring thing, and even the status and income of internal magazine editors in some enterprises are not high. Therefore, only those who love reading and writing, have humanistic feelings and have public relations potential can do a good job in editing and selecting internal periodicals. An excellent internal magazine needs a group of such people (from editor-in-chief to correspondent) and a group of people who love it, in order to interpret a rich and wonderful "editing story".

4. Try to have a good reputation. It is very common for many internal publications of enterprises to be titled "XX newspaper" and "XX people". However, having a good name can often better reflect the cultural connotation of the enterprise and leave a deep impression on people. 1938 On September 30th, Peng Xuefeng, an outstanding strategist of our army who was praised by Mao Zedong and Zhu De as "a good example of the people", founded Dawn Newspaper in Zhugou Town, Queshan County, Henan Province to publicize the idea of resisting Japan and saving the country. This registration is more appropriate, because dawn means dawn is coming. Later, Dawn was hailed as the "Three Treasures" of the Fourth Division of the New Fourth Army, and became a bright pearl in the Central China base area during the War of Resistance against Japanese Aggression period. 1939, Mao Zedong wrote an inscription for Dawn: "Persist in guerrilla warfare", and Liu Shaoqi wrote an inscription: "Struggle for the correct line of War of Resistance against Japanese Aggression". At present, Dawn is the organ newspaper of Suzhou Municipal Committee of Anhui Province. In the business world, the names of some internal magazines are also very meaningful, such as Neighbor of Vanke, Footprint of Mengniu, Drunken Love of Tsingtao Brewery, Prajna of Jiaduobao Group, Kitchen World of Tai Fang Group, Win in Business of Huawei, Mobile Phone Exchange of ZTE, In the Best Years of Flowers of Winners' Clothing, and Yi Yi.

5. There are several good columns. A domestic newspaper should set up different theme pages, and a domestic magazine should set up different theme columns. Diversified columns can have multiple functions and accommodate different themes. However, it should be noted that the column setting should first consider the continuity of the source of the manuscript, and secondly respond to the overall functional orientation, rather than follow one's inclinations. In addition, the columns of enterprise internal journals should create several fine products or highlights, so that such internal journals can have vitality. For example, Foxconn Man, the internal newspaper of Foxconn Technology Group, has two good columns: one is Staff Style, sometimes it reports "Pioneer", and sometimes it records and describes "Foxconn Man's Day"; Another column is "Fate is You", which uses the whole page to publish the self-introduction and basic information of single employees in each park, thus promoting a platform space for making friends and socializing. For production enterprises with hundreds of thousands of people, such columns are very vital. It is not difficult to find that a good internal magazine column is also suitable for enterprises.

6. The content should be true and vivid. The agility of the internal magazine lies in the truth and vividness of the content. The so-called authenticity of the content means that the article must be original and the pictures should be as original as possible. Try not to accept reprinted works, and try to present the real works of employees. In the vividness of content, we should try our best to achieve harmony, formalism and utilitarianism. Pan Shiyi, chairman of SOHO China, once had such a view on the contents of internal magazines: "Don't publish too many speeches, selections, appointments and advertisements of your own company in the internal magazines of your own company, because others don't care about what you think is important, but talk about common topics that everyone cares about." Of course, Pan Shiyi's positioning requirements for internal journals are more internal and external, but he emphasizes the vividness of internal journals. The editorial department of internal periodicals can enhance its authenticity and vividness through some small methods. For example, do some thematic interactions in combination with holidays: "Beauty Show" on March 8th, "Baby Show" on Children's Day on June 1 Sunday, and "Mobile Phone Photo Show" on Spring Festival. In a word, it is a kind of respect for the life of the internal magazine to strive for true and vivid content.

7. Aesthetic Layout Design As the saying goes, people have clothes and horses have saddles. Excellent internal journals should also be pleasing to the eye, and naturally they cannot be separated from excellent layout. The layout of internal periodicals should be illustrated first, then dare to choose, and finally join the personal design style of American editors to form an overall aesthetic feeling. Some enterprises may outsource the overall design work instead of deploying editors of internal journals, so we should pay attention to full communication and avoid differences in overall style. In addition, in the choice of paper and special technology, we should pay attention to the texture, feel, environmental protection and beauty of materials, and try to complement each other with the connotation of corporate culture.

8. It takes a lot of manpower, material resources and financial resources to ensure the production and distribution of internal periodicals. For example, in typesetting design, printing production, professional training, activity salons, visits and exchanges, delivery fees, manuscript fees, prizes, etc., all need a fixed budget to ensure. But then again, enterprises that attach importance to the production of internal journals and actively invest in them will also get super-value returns in terms of team cohesion, cultural expression and brand promotion.

9. Properly opening the media attributes of internal journals of enterprises determines that the distribution boundary of internal journals will not be obvious. Although some internal journals are oriented inward, there is always an opportunity to spread outward. Therefore, the correct positioning of internal journals in enterprises should be both internal and external, or should be moderately open. Some internal magazines are even completely open, made into quality magazines, with senior media people at the helm, giving extensive free reading or direct investment to all walks of life, which can not only show the elegance of enterprises, but also gain more understanding and trust. I often receive Wei Zhi magazine from Xi Wei Zhi Group. In fact, I only contacted the regional sales manager of a group, but through continuous reading, I really felt the corporate culture of Wei Zhi, enhanced my understanding and recognition of Wei Zhi brand, and even had a potential sense of trust.

10. The compilation and distribution of internal journals of enterprises that form a management mechanism is, in the final analysis, a management activity. The editorial board or editorial department of internal periodicals should use management thinking to form a working mechanism, including distribution management, correspondent management, budget management, activity management and other specific work. By constantly improving the working mechanism of internal journals and grasping the above details, we will be able to produce exquisite and excellent internal journals and become a sharp weapon of corporate culture.