PR Tactics

Newsletters

Newsletters provide educational information to employees, members of an organization, and even community opinion leaders.  It is typically four to eight pages in length with an easy-to-read two-column format with short, concise articles of particular interest or covering a certain topic.  When employees are the target audience, a newsletter may announce promotions, upcoming events, employee achievements, new products, etc.  An organizational newsletter may highlight human interest stories, a new program or service being offered, community involvement, and political trends that may impact the organization.

Brochures

Brochures may take on different formats such as a booklet consisting of several pages, a leaflet which may be printed on both sides and used as a tri-fold, and handbills or flyers which are usually printed as one page.  Brochures are used to provide basic information about an organization – its program, products, or services, to mass groups of people.  The cost for each format will vary depending on the type of paper used, whether printed in color or black and white, and size of the finished product.

Flyers

As Cameron and others (2008) explain, which tactic is the most effective depends on the message and the objective as well as the targeted audience.  For example, producing a flyer would be the most effective means to communicate plans of an upcoming event (eg: enrollment period for employee benefits) to the employees of an organization.  The flyer can be mass produced and would be an inexpensive way to get the word out.  On the other hand, when a non-profit organization informs its supporters about previous year’s campaign accomplishments, a color, booklet brochure would be the best way to present the information in an effort to “thank” the supporters for their help in what has been accomplished.

References:

Cameron, G., et al (2008). Public relations today managing competition and conflict. Boston, MA: Pearson Education, Inc.