PRWEEK AWARDS: Corporate Publications

Recruitment firm Manpower created PWR as an internal magazine that aimed for impact, regularity, and to be 'by the people, for the people'.

With a diverse UK workforce ranging from a network of consultants and branch managers to IT, HR, training, marketing, legal and sales staff, Manpower wanted its employees to understand more about each other and the bigger company picture.

Head office was already playing a key role in providing a variety of central communications, however it was felt necessary to produce an alternative source of information that would stand out from the usual corporate missive.

With a young, predominantly sales-driven team, keeping readers' attention span was a key challenge. In addition, there was some cynicism about such a venture, as previous initiatives had been launched only to lose their drive after a few months.

However, internal research established that a company magazine was the most likely format to be successful, so Manpower created PWR as a 'street-style' publication that would talk directly to the readership 'about' the organisation rather than 'for' it.

Published monthly for a total cost of £5,000 per issue and sent to consultants' homes, PWR has a distinctive look and feel, and has made considerable headway in building awareness throughout the UK branch network of what other team members do, as well as communicating new initiatives such as its retailing concept JobShop.

An anonymous reader survey conducted in May 2002 was positive. On a scale of one to ten, where one equals rubbish and ten equals brilliant, 71 per cent of respondents marked the magazine seven or higher, with the majority favouring its content, style, frequency and distribution.

COMMENDED - Regent Inns, ABV

With over 2,500 employees working across three key brands, pub retailer Regent Inns had problems creating two-way communications between its bar staff and head office. To foster a one-team culture, the company produced a quarterly magazine ABV, featuring contributions from employees at all levels.

Although informal, the publication reflects the company culture and has become a prime tool for getting internal key messages across to the widest audience. Staff support is also good, with every issue over-subscribed.

FINALISTS
Advertising Standards Authority
ASA Annual Report 2001
Clifford Chance
'C'
Citigate Publishing
Brighton & Hove City Council
City News
Woolworths
Woolies News
Weber Shandwick