Instructions for Creating a Public Relations Brochure
This proverbial book will be judged by its cover, folks will be less inclined to pick up a boring, lack-luster brochure but eye-catching visuals can draw them in. Moreover, the text must be worded in such a way as to appeal to the public (all potential customers) from their perspective. Your success, awards, or whatever newsworthy message you’re trying to convey in the brochure should be seen as something of use to them rather than an egocentric look how high and mighty we are kind of thing. Answer yourself the question; would I pick this up and read it if I had no self-interest in it?
Make that connection to people an objective of the brochure. The images and pictures you put on it should reflect that also. Make it appealing; easy to read, high quality photography, prominently displayed logos, and contact information all wrapped up in an appealing package. All your marketing material should have the same markings of your professional identity; colors, layout, right down to the font. Use the best material you can afford without blowing your budget.
Developing a good PR brochure is different than an advertising brochure because you're not just shooting for the buy now, sales-driven urgency but you’re establishing the credibility and reputation of the company in a loftier manner. Themes must be established depending upon the goals you have in mind for the PR brochure such as your business' mission/philosophy as it relates to benefiting the community. Obviously you want good press that establishes your company as a leader, innovator, or anything else that makes you stand out in your industry.
There are several more great resources discussing PR strategies on this Bright Hub Channel covering many angles which you might not have considered. And whether you plan on doing this project yourself with DTP software or you want to outsource it to a graphic design or printing company; with only the slightest bit of investigation using our search function you will find instructions on those methods.