What the heck is a PR Publication?
Let's go with a good ol' definition: PR publications provide a free, controlled media designed for publics who share characteristics and interest. Read that definition again. There's a lot there that's worth unpacking.
1. PR publications provide a free, controlled media designed for publics who share characteristics and interest.
Who pays? How? Why? 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.
2. PR publications provide a free, controlled media designed for publics who share characteristics and interest.
Controlled media? What does that mean? 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.
3. PR publications provide a free, controlled media designed for publics who share characteristics and interest.
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 (which we will do in one of our next lessons).
Types of PR Publications
- 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.