In today’s fast-paced media landscape, staying informed is essential—but it’s also increasingly difficult. Most corporate news briefings or newsletters are, in reality, just a collection of headlines and links, requiring recipients to sift through and determine what’s actually important. At Commetric, we take a different approach. Instead of simply delivering raw information, we curate, analyse, and provide editorial insight, ensuring that our clients receive a meaningful briefing rather than just an alert.
So, when is a newsletter not a newsletter? The answer lies in the distinction between an alert and actual communication.
Alerts vs. Newsletter: A Fundamental Difference
Many traditional newsletters function as glorified alerts—lists of articles, headlines, and URLs. While they might deliver a snapshot of what’s happening, they don’t actually communicate anything. They provide the recipient with the opportunity to find out more, but they don’t do the work of telling them what matters or why it matters, and often leave the recipient with more questions than answers
A newsletter tells its audience what matters and why, ensuring that communication actually happens and leaving the recipient fully comprehending the information which they can act upon. True communication requires curation, context, and clarity—otherwise, it’s just noise.
From Information Overload to Informed Decision-Making
At Commetric, we transform the traditional news briefing into an editorially driven, strategic overview. Instead of expecting clients to wade through a long list of articles, we distil the key narratives and trends that are most relevant to them. This means they don’t just receive news; they receive insights tailored to their needs and business objectives.
Our briefings act as an extension of internal communications, ensuring that teams fully understand the parameters of their media coverage and can act accordingly. This is particularly important for corporate affairs, public relations, and communications professionals, who need to grasp the bigger picture quickly without being overwhelmed by raw data.
The Commetric Difference
While competitors offer alerts, Commetric offers understanding. Our clients don’t have to search for meaning in a sea of headlines—we give them the insights that matter, when they matter.
So, if your news briefing is just a collection of links, is it really a newsletter? Or is it just an alert disguised as one?
It’s time to rethink what real communication looks like.
Questions to ask of your newsletter
Is it just a list of Links – If a newsletter simply compiles headlines and URLs without providing context or analysis, it forces the recipient to do all the work. True newsletters distil information into digestible insights, allowing the reader to understand key narratives without additional effort.
Does it Encourage Deep Reading – Research shows that people spend more time engaging with well-crafted, editorial-style newsletters compared to click-through alerts. If a newsletter is designed purely to drive traffic elsewhere rather than delivering value within the email itself, it functions more as an index than a communication tool.
Is it delivered at the right time? – Timing plays a crucial role in effectiveness. A newsletter sent at an inconvenient time, when people are unlikely to engage, becomes just another unread email in an overcrowded inbox.
Does it lack It Lacks a Narrative – A true newsletter curates and contextualises information, helping readers connect the dots. If it simply aggregates stories without explanation or insight, it doesn’t truly communicate—it merely informs.
Does it feel like part of Part of Internal Comms – The most effective newsletters, like those offered by Commetric, serve as an extension of a company’s internal communications, helping teams align on key media narratives. If a newsletter doesn’t contribute to informed decision-making, it is failing in its role.