2. 6 Steps for Creating a Newsletter
or Brochure
1. Clearly define its purpose (think about your
publics, your message)
2. Develop an organizing concept (theme)
3. Outline and write the content
4. Design the presentation of information (format,
typeface, visuals, paper, space, color, size)
5. Produce the brochure (in-house or contractor
printing, online or in print)
6. Distribute the brochure (mail, digital version,
tradeshows)
3. Clarity is the Goal
Guidelines to ensure clarity:
1. The words are the most important part. They
guide the selection of other elements in the
message.
2. Keep the look consistent from one medium to
the next.
3. Simplify everything. Take out extra words or
elements not related to the central point.
4. Use only elements that would contribute
directly to better understanding.
4. Tips for Using Text
• Use fonts that suit the mood of the
publication.
• Make sure it’s legible.
• Use subheads and headings to break up
copy.
• Trial and error of spacing helps.
• Save multiple copies of each design stage.
5. Choosing Colors and
Graphics
• Choose the appropriate color scheme to fit your
purpose
• Your company may already have a pre-determined
color palate
• Remember the principles for graphic design
• Only use a graphic if it helps you make your point
• White space is a good thing
6. Photos and Art
• Only use photos and art that are
appropriate to the message
• Each should contribute specifically to the
message
• Some art and photos are free, some you
have to pay for
– iStockphoto
– Getty Images
7. Infographics
• Infographics: visual devices used to
communicate complex information quickly and
clearly.
• Use them to break up copy, to add flair to your
piece.
• Charts – pie charts
• Diagrams – flow charts
• Tables
• Maps
• Lists
• Illustrated graphics
8. Newsletters
• Helps you communicate regularly with a special
public.
• Invites member participation
• Helps humanize the organization
• Focus on accomplishments, recognize
employees,
9. Newsletters
• Different types:
– E-zines: newsletters housed on webites
– Email newsletters: sent to mailing lists
– Employee and member newsletters
– Special interest subscriber newsletters
10. Newsletters
Tips for effective newsletters:
• Use solid, accurate reporting
• Design for easy scanning – use headings and
sub-heads
• Don’t send a new newsletter if there’s nothing
new to say
• Distribute it efficiently and regularly
• Make it a serial publication with Vol.#, No.#, with
timely information
11. Newsletters
Formatting newsletters:
• Write tight, edit tighter – be concise
• Use 8.5 x 11 form if possible for ease of
distribution
• Use the paper and printing process that works
best for your budget (4/4 printing costs $$$$)
• If no $$, put it online
• Or, use a service like Constant Contact
12. Newsletters
• Business Week
• Red Cross
• Birmingham Humane Society
• Martha Stewart
• Outdoor Alabama
• West Alabama Food Bank
13. Brochures
• Similar to newsletters:
– Singular message statements
– Seek to persuade, inform, educate
– Must hold the attention of target public
– Must have clear writing and be visually
appealing
– BUT, not released on a regular basis
14. Newsletter and Brochure Tips
• Start with an outline! – see examples
• The format should stem from your goal
• Use standard rules of grammar,
punctuation and spelling.
• Use crisp, clear style. Cut and trim.
• Answer the Who, What, When, Where,
Why and How.
15. Newsletter and Brochure Tips
• Don’t overuse copy or illustrations.
• Make it scanable.
• Never let space rule content.
• Edit, edit, edit.
• Look for reader feedback.
– Comment card
– Facebook, Twitter, blog links
16. An Example
Ronald McDonald House Charities
1) Define purpose: Solicit donations
2) Develop theme: “Give the Gift of Comfort and
Compassion”
3) Write content: What are the key points? Get
background info. Make outline. Write headings and
subheadings.
4) Design presentation: Think about compelling visuals.
Pictures, self-mailer donation card, charts, survey?
What color palate will you use?
5) Produce brochure: What’s the budget for this project?
6) Distribute brochure: Who will receive this and how?
