The effectiveness of internal newsletters : case study of Transnet Freight Rail's platform

The research is based on a case study of an internal newsletter, Platform. The objective was to obtain more information about Transnet Freight Rail employees‘ thoughts on its effectiveness and the effectiveness of internal newsletters by using Platform as an example. The treatise explored the perceptions of employees and Transnet in terms of the effectiveness of the internal newsletter as a communication tool as well as their attitudes towards the newsletter as an information disseminating medium. A mixed methods approach was used for analysis in this study. The first methodological paradigm took an interpretivist approach, focusing primarily on analysing the content of the newsletter. The second methodological design was based on the positivistic theory approach and utilised a survey by questionnaire. One hundred and twenty (120) questionnaires were issued to Transnet Freight Rail employees representing the three regions: Central Region, Eastern Region & Western Region and the Head Office of which 120 (100 percent) were received back by the deadline. Of these respondents 56 (46,66 percent) said that they find Platform very relevant as an internal newsletter. A further finding was that 68,33 percent of the respondents said Platform should stay as it is. About 58,33 percent of the respondents took 30 minutes to an hour to read the newsletter with ratings of 72,5 percent interested in communication from management, 65 percent in financial performance, 60 percent in news about people and 59,16 percent in departmental information. The main types of information required are about updates on business performance and safety news. The content of six editions of the newsletter was analysed. The newsletter editions used were from the latest one published counting backwards. The content of the newsletter varies in each edition and depends on the theme. There are similar themes that come up with every edition such as safety. The style of writing used is simple to ensure maximum understandin