A concise checklist for cultural organizations trying to make email newsletters worth opening: show the breadth of the institution, keep stories scannable, use a single strong call to action, connect readers to other channels, and let people control frequency. The specific examples date from 2015, but the underlying lesson remains useful—respect attention and design the newsletter around what a reader can actually absorb.
Tag Archives: Marketing
Marketing, audience development, promotion, communications strategy, and related public-facing practice.
Social Media: New Playing Field for PR, Where Everyone Wins
Written when blogs and social networks were still unsettling traditional communications practice, this essay argues that the important change was not another set of media channels but the removal of gatekeepers. Individuals and organizations could now initiate conversations, find one another across distance, and create public influence without owning a printing press or broadcast outlet. The piece captures an early conviction that communication was becoming less about controlling messages and more about creating relationships.
Products from my life as a one-man National Park Service communications maven in the early days of social media
During a decade at the National Center for Preservation Technology and Training, Jeff Guin operated as a one-person communications, design, marketing, and emerging-media shop for a national preservation research program. The work moved from newsletters, catalogs, and websites into podcasts, livestreaming, video, and some of the National Park Service’s earliest social-media experimentation. This portfolio captures the transition from traditional institutional communications toward a networked model built around sharing research, giving specialists a voice, and reaching national audiences directly.