| Brochures |
Printed
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Six or more panels
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Published once (can be reprinted)
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Distributed for a single purpose
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| Why use? |
persuade, inform, educate
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a self-contained delivery system
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for events, meetings etc.
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| Creating |
1. Define the purpose
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write a single declarative sentence
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if you can't write a single declarative sentence...
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2. Develop an organizing concept
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an interpretation of the purpose
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unique - memorable
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clever - a twist (but tough to do well!)
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honest - avoid puffery
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valid - back up your claims
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3. Write the content
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we've gone over the basics of good PR writing many times already!
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tone
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light/heavy
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informal/formal
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humorous/serious
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consistency!
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4. Design the brochure
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Format - see the folding diagrams 12.5 and 12.6
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templates - in Word, Publisher etc. or online
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great for ease of use
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great for making minor changes quickly
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ex. changing a date or location
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Type - readable!
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be wary of decorative fonts
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fonts say something...
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keep the number of different fonts small
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best to stay within font families
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Paper - paper stock/type says something about the importance of the content
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see p. 291
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Space - white space/bleeds
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avoid clutter
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Color - the norm
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use b/w only if there is a justification
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subdued over loud
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5. Produce
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6. Distribute
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