COUNSELLING IN NEWSLETTERS

Abstract

This article is an attempt to look at newsletters as a specific counselling offer. The main purpose was to present the effect of subjective insight into the newsletter content in order to determine their advisory character. The research was focused on determining how (using what?) the newsletter itself can become a consulting offer and what kind of guidance content can be identified in newsletters. The research was carried out using a quality strategy and content analysis technique.
The “Letter in the bottle” newsletter was selected for the research and 30 letters (sent from January to December 2016) were analysed. On the basis of the conducted analysis, two basic ways of providing counselling in newsletters were distinguished: 1) literal (understood as advice, specific tips given by the author of the newsletter) and 2) non-literal (inspirations encouraging change in a metaphorical way). The councils were implemented in the following forms: quasi-motivation, mini-education and information transfer. Inspiration is the introduction of metaphorical comparisons; reference to “products”; quoting stories from life and asking questions (no answer).