Public Relations Writing and Media Techniques: Shell Newsletter

This report analyzes an internal newsletter created by Shell to communicate a business relocation to its employees. The newsletter's target audience is the Melbourne-based workforce, and its primary purpose is to inform them about the shift to a new office location at 360 Collins Street. The report examines the rationale behind choosing a newsletter as the communication tool, emphasizing its ability to manage employee expectations, maintain transparency, and foster engagement. It details the planned distribution method, which includes both printed and emailed versions, along with promotional activities. The report outlines the people and resources involved in producing the newsletter and the development, approval, and production process. The second part of the report presents the newsletter itself, which includes an introduction announcing the office move, explanations for the timing of the change, information about the new address, and details about how the transition will impact employees. The newsletter also sets expectations, offers support, and encourages feedback, concluding with other relevant news and references.

Public relations writing and media techniques

Table of Contents
Part 1.........................................................................................................................................................3
Target audience......................................................................................................................................3
Purpose...................................................................................................................................................3
Name......................................................................................................................................................3
Rationale for choosing this communication tool....................................................................................3
Planned distribution method and promotion activities for this communication tool...............................3
Identification of the people and resources required to produce newsletter.............................................4
Outline of the development, approval and production process...............................................................4
Part 2: A newsletter..................................................................................................................................5
Introduction............................................................................................................................................5
Why doesn't the new address change straightaway?...............................................................................5
Are you ready for the change?................................................................................................................6
Expectations from You!.........................................................................................................................6
Conclusion.............................................................................................................................................7
Other news.............................................................................................................................................7
References................................................................................................................................................8

Part 1
Target audience
The target audience for this newsletter is the workers who were expected to move by the end of
September 2014.
Purpose
The purpose had been a shift in the location for beginning with a new unit for energy trading.
Name
The chosen business for writing a newsletter is the energy giant Shell. Example of this business
has been taken because it has shifted its Melbourne headquarters to Dexus–managed office
Tower which is a part of Dexus Wholesale property fund at 360 Collins Street (Redman et al.,
2017). This move had been there in the year 2014 and same has been considered as a sample.
Rationale for choosing this communication tool
Newsletter has been chosen as the mode of communication with the employees because by this
mode the expectations can be made clear and the employees can be kept engaged. As the
business is a big one, there is a need for showing the organization’s transparency. The internal
newsletter is a way to deal with the workers and communicate with them directly. An internal
newsletter is a great way for seeking feedback and ideas from workers and it's a great approach
to know that they really care for (Kimelberg and Williams, 2013). It can be used for making the
balls and visions of the company to be clear to everybody and by reading this the workers can
take ample time to reconsider them and review them in case they want to.
Planned distribution method and promotion activities for this communication tool
The printed and emailed newsletters will be utilized because these are great ways of informing
and communicating with the workers and customers. By this the connections of business and
clients would be strengthened and these newsletters would be utilized as a way of reflecting their
personality and brand of the business (Marketing MO, 2017). This newsletter would be of two
types that are printed and email. For distribution and promotion very simple technique would be
utilized that is a separate instruction would be given to each and every manager who will take

out the printouts and post it on the workstations of every team member, including himself. The
fun contests and the giveaways will create huge interest among the staff members.
Identification of the people and resources required to produce newsletter
The newsletter will be created by the editors in the marketing team and same will be forwarded
by the same team, to the other teams and their managers (Backman and Karlsson, 2017). The
letter will be drafted by a document writer and edited and reviewed by his manager before
sending across the communication to the whole of the company.
Outline of the development, approval and production process
This outline will be created by the marketing team along with the approval from the business
heads because it’s a huge decision of shifting the trading office from one place to another. This
communication will be produced with the explanation behind such a huge change and thus all the
departments and other locations get connected to one another.

Part 2: A newsletter
ANNOUNCEMENT: The Shell’s business announces shift of office from Melbourne to
Dexus – managed office at 360 Collins Street.
Introduction
This is an official announcement for change of the official address of the business because of the
beginning of a new unit for energy training. The company takes pleasure in announcing the
expansion and therefore the past headquarters shifted from Melbourne to Dexus – managed
office at 360 Collins Street.
All the operations will take place from the new location, starting from 20th September. It is
important to note that the registered office address has also been changed and all the future
communications will take place from the new address. These changes have to be recorded in the
business register too (Here et al., 2017).
Please make sure that you have the complete details of the addresses for any of the change.
Why doesn't the new address change straightaway?
This change of registered office and address for service has to be completed with the registrar of
companies which is minimum five days prior to the implementation of the latest address (BBC
News, 2017).

Logo:
Shell
Australia
Please note that Shell’s business is not impacted by the change in the location. Rather it is for the
benefit of the organisation and the teams overall. This change will impact only the employees
working from Melbourne branch and their communication. It is important that you inform your
clients and outside vendors so that the routine jobs don't get hampered. There has been a setup of
help desk in the new building so that you can clear all your doubts. You can also write to
[e-mail].
Are you ready for the change?
The same access cards will keep functioning in the new building and the building map will be
shared in the subsequent mails. It is important that we all support this change and give genuine
feedback regarding the change. For the transitional phase to be smooth, it is ensured that all the
facilities and software remain the same on new computers, so the same machines have been
assigned to you in the new building also.
This is a big transition, so it has been divided into 4 phases. The list of employees and
departments has been shared with the respective managers, with the date of shifting. The new
building has already been tested for the facilities and accessibility, along with the provision of
safety and protection of employees.
This huge change has been possible with the efforts of the Change Management team, and the
hard work of the team is commendable. The substitute workplace too can give the business an
edge in vying for—and maintaining—brilliant, very motivated workers.
Once you go through the new buildings map, we have drafted some questions for you, which you
can answer through online quiz and win some excited gifts. It is also recommended to managers
that the same information is passed on to all the teams.

Expectations from You!
1. Active and noticeable decision-making sponsorship
2. recurrent and open feedback (UPI, 2017)
3. use of prescribed change management technique
4. devoted resources for each team are needed for change management
5. Employee involvement
6. commitment with and support as of middle management
THE NEW LOCATION WILL BE OPERATIONAL FROM 28th September’2017. Please share
your efforts for making this transition to be a success.
On the grand opening, there are lots of gifts and presents for you!
Conclusion
It is significant that complete details are provided to the reader and they understand the main
rationale of changing the location of the workplace. The diversified, intergenerational personnel
asks for engagement, and gathering that data, understanding that information, applying the
industry’s best practices and achievements in weighing decisions, and then applying the most
excellent decision probable for fulfilling that demand. Engagement is a forerunner to superiority,
thus there have been surveys sent across your mailbox, do fill them and share your opinion with
us.
Looking forward to support from all of the teams to make this move to be a success!

Other news
 Declaration of days-off for the New Year 2018
References
Backman, M. and Karlsson, C. (2017). Location of New Firms: Influence of Commuting
Behaviour. Growth and Change.
BBC News. (2017). Shell announces major office changes. [online] Available at:
http://www.bbc.com/news/uk-scotland-scotland-business-36129121 [Accessed 25 Sep. 2017].
Forbes.com. (2017). Forbes Welcome. [online] Available at:
https://www.forbes.com/sites/carolkinseygoman/2013/07/18/communicating-change-what-
people-want-to-hear-and-what-they-need-to-see/#29f5c05b2a98 [Accessed 25 Sep. 2017].
Here, P., Author, P., Group, E., Spectrum, F., Developments, E., Changers, G., Development, E.,
Consensus, S., Growth, G., Voices, N., Power, N., Gas, N., Power, S., Energy, G., Tidal, W.,
Power, H., De-carbonization, C., Conferences, I., Health, P., Grid, S., Building, G., Minerals, R.,
Economy, B., Business, G., Jobs, G., Management, R., Policy, E., Security, E., Messaging, C.,
Account, C., Directory, M. and MIT, E. (2017). Shell Executive Describes Inevitable Transition
to Carbon-Free Energy - The Energy Collective. [online] The Energy Collective. Available at:
http://www.theenergycollective.com/energyatmit/2412839/shell-executive-describes-inevitable-
transition-carbon-free-energy [Accessed 25 Sep. 2017].
Kimelberg, S. and Williams, E. (2013). Evaluating the Importance of Business Location Factors:
The Influence of Facility Type. Growth and Change, 44(1), pp.92-117.
Marketing MO. (2017). How to Create a Great Company Newsletter | Marketing MO. [online]
Available at: http://www.marketingmo.com/campaigns-execution/how-to-create-a-great-
company-newsletter/ [Accessed 25 Sep. 2017].
Redman, E., Chambers, M., Redman, E. and Chambers, M. (2017). Shell to move HQ to Dexus.
[online] Theaustralian.com.au. Available at:
http://www.theaustralian.com.au/business/property/shell-to-move-melbourne-hq-to-dexusowned-
office-tower/news-story/d9d75319b37a95e64c45d48f49f1b524 [Accessed 25 Sep. 2017].

UPI. (2017). Shell keeps exploration and production focus in Australia. [online] Available at:
http://www.upi.com/Shell-keeps-exploration-and-production-focus-in-Australia/6251496222900/
[Accessed 26 Sep. 2017].