Module 4

Publication in Public Relation

What is PR Publication?

• Public relations (PR) publication is the practice of managing the spread of

information between an individual or an organization and the public through
different mediums.

• PR publications provide a free, controlled media designed for publics who share
characteristics and interest.
Characteristics of PR Publication
 Organizational funds support public relations publications to improve or maintain positive
relationships with target publics.

 Some accept advertising, but most do not. Some are partially funded by memberships or
subscriptions, but many are not.

 Usually the organization funds the publication as an operating expense.

 Usually the beneficial relationships resulting from the communication are worth more to the
company than the cost of producing or distributing the publication.
Contd..

• Controlled media means that the organization controls the message, when it appears, to
whom, and how.

• Most PR publications are distributed directly to the reader either in-person, by mail, or
electronically.

• PR Publications work best when you narrow your public. Know everything you can about
the target public of each publication. You want to first learn what motivates your public to
actually read the publication and to do this will require you to research your publics
About PR Publication

The activity of conducting public relations consists of placing companies’ and organizations’ news,
updates, or editorial in publications. This might consist of:

Contacting editors and writers and convincing them to “cover” a company’s or organization’s news,
Submitting a contributed article to a publication (sometime known as “pay to play)
Posing as a customer or user and adding a post, article, or comment to a forum or news site
Writing and sending a press release through a news wire
 Collaborating with influencers who share information about a company or organization
Types of PR Publication

Identity Symbols (Logotypes, letterheads). Identity symbols combine verbal and

visual communications to visually represent the organization.
Flat publications (Flyers, posters, etc.) Flat publications consist of a single sheet of
paper, unfolded, and usually printed on one side.
Folded publications (Pamphlets brochures, some newsletters) Folded publications
use folds to create format.
Bound publications (Booklets, magazines, annual reports) Bound publications are
those containing multiple sheets of paper, held together by binding.
Contd..

• In-house Journals:- In-house journal is a magazine or periodical published by a

company for its customers or its employees.

• Ghostwriting:- A book or article written by someone but will feature somebody

else’s name as the author. The actual writer’s name will remain confidential, hence
they are unseen like a ghost.

• Press release:- A press release is a written or recorded communication directed at

members of the news media for the purpose of announcing something ostensibly
newsworthy.
Contd..

• Brochures:- A brochure is a flyer or pamphlet that is used to pass information

about something.  Brochures are advertising pieces mainly used to introduce a
company or organization and inform about products and/or services to a target
audience.

• Media writing:- Media Writing is designed to hone your writing skills, focusing on
materials most often used by public relations practitioners. … This includes how
to write press releases for print media, fact sheets and media advisories for the
television media.
Media Writing
•  seven essential elements of good PR/media writing that will help make your press materials clearer, more
concise and more compelling to journalists and other readers:
1.Planning: Before you start writing, know your objectives, who your target audience is and what types of
outlets you’ll be pitching.
2.Storytelling: It’s been said that good stories happen to those who can tell them. Honing your storytelling
chops will make whatever you’re writing—whether it’s a corporate profile, a press release or a Facebook
update—more engaging.
3.Empathy: Put yourself in the readers’ shoes and focus on their interests and needs rather than yours or your
client’s.
4.Context: Help journalists—and their readers—understand the broader significance of your story and how it
fits into the larger context of your industry, your community or the world.
5.Flow: Good writing has a rhythm that carries the reader along like a catchy melody. Pay attention to the way
you transition between ideas, where you put your paragraph breaks and even the sounds of the individual
words and sentences.
6.Structure: The way you organize a story—which ideas you present and in what order—can have a major
impact on whether a reader hits delete halfway through the first paragraph or reads it all the way till the end.
7.Accuracy: The best writing in the world won’t matter if you get your facts wrong.
 Brochure

• A Brochure is an informative paper document for advertising, which can be

folded into a template, pamphlet, or leaflet.

• Brochures are promotional documents, primarily used to introduce a company,

organization, products, or services and inform potential customers or members
of the public of the benefits.
FUNCTION OF BROCHURE

• 1. The informative brochure is usually used to inform potential customers you are
related to your company.

• 2. The brochure advertising really is very important as means of advertising or

promotional tools.

• 3. The identification of a good brochure design allows you to maintain the same
criteria through all your company brochure.
REASONS TO CREATE A
BROCHURE :-
Create awareness of a company, product, or service.
Increase understanding of a product, service, or company
mission.
Advertising new aspects about your company, product, or service.
Change negative altitudes.
Show ways in which a company, product, or service surpasses the
competition.
TYPES OF BROCHURES:-
• 1. Bi-Fold:-
• This is the most common type of brochure used by organizations.
As you must have guessed by its name, it has two folds that form
4 panels. There is the front cover, back cover and two internal
panels where you can present all the information about your
company, brand and products.

• 2. Tri-Fold
• This is the next version to bi-fold and is used when you are in
need of a little more space. It has 6 panels to present your
information to your target audience. These brochures are used by
small to large businesses.
CONTINUED.
• 3. Flyers and leaflets
• They are a bit different from the other types of Brochures and mainly used for
targeting a really large number of people.

• 4. Z-Fold
• This brochure is folded into a distinct zigzag ‘Z’ shape. The Z-fold brochure is
commonly used when the information is image-heavy. The brochure has six panels
in total giving plenty of room to display image-centric graphic designs that can spill-
over from one panel to the other. This brochure is best used for large graphs, maps,
food menus, product details, or any image-heavy design. The more advanced
version of this brochure with more zigzag folds is called an accordion fold brochure.
CONTINUED.
• 5. Gates Fold
• These brochures are used quite seldom because they are a little expensive than the traditional
brochure graphic designs. Hence, they are mostly printed for high-end marketing purposes. The
inward fold of this brochure makes it compact and easy to carry around. The brochure’s eight-
panel structure provides more space for graphic designs, illustrations, information, and images of
the product or service of your brand in detail.

• 6. Folders and Insert

• This type of brochure has a fantastic features of folders within the brochure. You can make use of
the folder by placing feedback form or some kind of free coupon and so on.
LEAFLET

• Leaflets are used to disseminate information or to promote a product or service.

They are often distributed in the form of handouts or newspaper inserts.

• Purpose of leaflets:-
• 1. To inform people about something.
• 2. To persuade people to buy something or to donate.
Contd..

• A leaflet is a printed publication that is intended for free publication. Leaflets are
typically made from one sheet of paper; this paper is folded into parts such as bi-
folds and tri-folds.
• Leaflets can also be used to advertise and promote products and services, but, unlike
brochures, leaflets are not only used for commercial purposes.

• They are also used by the government, nonprofit organisations and even religious
groups to inform and educate people about certain causes and issues.

• For example, leaflets may contain information about prevention of a disease. Leaflets
are also used for political campaigns and protests.
 Brochure vs Leaflet

A brochure is a leaflet or pamphlet that contains promotional A leaflet is a printed publication that is intended for free
material. publication.

Purpose

Brochures are made for advertising and promoting products Leaflets can be used for promotional as well as informative and
and services of companies. educational purposes.

Use

Brochures are mainly used by companies, hotels, and other Leaflets are used by the business sector, nonprofit
commercial establishments. organisations, religious groups, political campaigns and
governments.

Quality

Brochures are typically printed on high-quality paper with Leaflets are often printed on low-quality paper.
colour print.

Distribution

Brochures are not as commonly distributed as leaflets or flyers Leaflets are freely distributed in public places.
since they are relatively expensive.