MED Communication Handbook - Programme Med

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<strong>Communication</strong> <strong>Handbook</strong> - Factsheet 7 Version 1 – April 2012 Publications � How to design effective leaflets, brochures or other publications keeping in mind graphics, images, text, format, messages � How to use third party leaflets to reach wider range
Leaflets and brochures General leaflets and brochures need to convey a rounded impression of your project in a way designed to draw attention and create interest. The first step is to choose or commission a design that will encourage a person from your target audience to take the time to read it. Effective designs tend to be relatively simple and make good use of graphics and imagery that are both eye-catching and relevant to your subject matter. Use bold and striking pictures, preferably including some action or an interesting view or place, rather than bland portraits, group team pictures or handshakes. Be realistic about how much information can be conveyed in the space available. There is no point cramming everything you want to say into a design so crowded that it becomes unattractive or effectively unreadable. Accessible designs include a substantial amount of white or empty space to make the content easier on the eye. Determine how much space you have available before beginning to write. Imagine how people will read the leaflet and brochure. Not many of them are likely to sit down and give it their full concentration for a long period of time as they might with a book. People flick through brochures until something catches their eye; leaflets get even less attention, so be clear and concise. Vary the format of your content, avoiding large blocks of text that will put readers to sleep. Use boxes, lists, bullet points, graphics – any way you can imagine to encourage readers’ eyes to linger on your key information. Build the content around your messages, with a clear view to angles that are likely to be interesting to the target audiences that you have in mind. If your leaflet or brochure is destined for a use where it will be competing for attention with a large number of similar publications from other organisations, consider using a format that will help it to stand out, such as an unusual size or shape (this can be as simple as using landscape rather than portrait orientation), a novel material such as a textured paper, or a fold-out layout. Probably the most common error with leaflets and brochures is to invest a great deal of time, effort and budget into an expensive design, layout and print job but direct much too little attention towards the quality of the content. The goal is to engage an audience and influence their views or behavior in line with your communications strategy. In this context a beautiful brochure is no use if it is boring or unclear. Use your best writers and devote enough time to the task to create truly powerful prose; if necessary, commission professional copy-writers or copy-editors. 2 � Factsheet 7: Publications �
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Page 3 and 4: Communication Handbook - Factsheet
Page 5 and 6: For instance, it is not sufficient
Page 7 and 8: Messages State your key messages. T
Page 11 and 12: happens when you deliberately set o
Page 13 and 14: for the individual stakeholders on
Page 17 and 18: ideas at the same time, your audien
Page 19 and 20: � Free from jargon � Strong, ac
Page 21 and 22: IN SHORT Don’t rush the process.
Page 23 and 24: Why to evaluate communication activ
Page 25 and 26: If you have a small budget it is fi
Page 29 and 30: Things to consider when designing a
Page 33 and 34: Hosting Your website can often be h
Page 35: IN SHORT When designing or commissi
Page 41 and 42: Do they fit with your branding and
Page 43 and 44: IN SHORT Only spend money on promot
Page 45 and 46: There are many opportunities to hol
Page 47 and 48: Programme The format of your event
Page 49 and 50: knife and fork. For the benefit of
Page 51 and 52: Invitations Develop the invitation
Page 53 and 54: Try to get all your printing done a
Page 55 and 56: A press conference should only be h
Page 57 and 58: Event Checklist Planning � Clarif
Page 59 and 60: Presentations � Projectors , lap-
Page 63 and 64: When projects find it hard to gener
Page 65 and 66: Hard news Soft news � Novelty �
Page 67 and 68: News devices The opportunities for
Page 69 and 70: Where just two countries are involv
Page 71 and 72: Larger scale pan-European PR campai
Page 73 and 74: Pan-European PR programme template
Page 75 and 76: IN SHORT The media cares about resu
Page 77 and 78: This factsheet runs through the fun
Page 79 and 80: � When it happened � Why it hap
Page 81 and 82: Language and content Keep it simple
Page 83 and 84: Always ask whether what you are des
Page 85 and 86: paragraph, if not the second. Delay
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Communication Handbook - Factsheet
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Planning and preparation Preparatio
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handout; use your spoken presentati
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Link your presentation points with
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� Characters � Anecdotes and st
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� Trustworthiness � Composure
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. Hands c. Visual aid d. Charts e.
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Posture Stand or sit with a relaxed
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etween slides. Use simple typefaces
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Resist the temptation to use alcoho
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The stakes are high when you talk t
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proof - particularly when defending
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DO Push your messages. Your message
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DON’T Don’t digress. Politician
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interviewed is to talk more than th
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Victory is no longer measured in te
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and can make eyes and teeth look ye
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MED Communication Handbook - Programme Med

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