The newsletter in the context of Public Relations and Digital Communication

Abstract

The newsletter, as a communication tool, it is an essential communication support and relationship between brands and their public and its dissemination online opens up new possibilities and new challenges that brands should keep in mind. In this context, the present study analyzes the newsletter as a communication tool, considering the new digital landscape. In particular it intends to analyze aspects that are linked to the function of the newsletter to your viewing and its interactivity in online context.

It was found that the public consider the newsletter an important vehicle of communication between the company and its customers and simultaneously a source of information and news about the same. With regard to the incorporation of audiovisual content in the online newsletter, the majority of respondents believe that this feature, awake and retains more attention, and more stimulates your viewing. These variables are correlated positively with the "habit of clicking" in the online content, demonstrating its operational importance for professionals in Marketing Communication and in particular in Digital Communication.