Once you have a clear idea of what your goals are, and of what sort of message best communicates them, you are ready to select a format or formats: brochure, newsletter, magazine or Zine, book, poster, t-shirt, sticker?
How to decide? Think about your goals, capacity and audience. Are you trying to get people to act fast on an issue, or do you have a message that makes sense on its own and will not date quickly? Simple messages can go into smaller, one-off publications like posters, stickers, t-shirts, booklets or pamphlets, which can include a link to more frequent updates on your website. Posters or stickers can be put up by volunteers, and fliers can be handed out at demonstrations.
If you want to engage people over the longer term, by giving them an in-depth understanding of the issues involved in your cause, or if your messages are evolving all the time, and are related to other developments, then a newsletter, 'zine or newspaper is best.
To highlight a particular subject you could issue a one-off publication such as a briefing paper or communiqué – but don’t suggest it will form part of a series unless you are committed to producing further issues.
A longer text might need to be published as a report or even as a book. If your budget is smaller, it could become an e-book for downloading. Remember that anything published online can be updated more regularly, cheaply and easily.
Using a combination of formats is the best way to reach all your goals and audiences in the short and long term.
COMPARING PRINT FORMATS
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Format
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Pros
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Cons
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Notes
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Newsletters
Magazines
‘Zines
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Provide in-depth coverage
They may give a voice to the grass roots
Can include text and graphics
Can be distributed on the internet
Can encourage long-term engagement
They can be shared
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These formats are costly; they demand skills, time and a good team
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These formats need to be sustained over time
You will need to prepare good-quality content
Delegating, co-ordinating, team work and distribution are crucial
Watch size, design
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T-shirts
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Fast, simple, catchy and durable
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Costly, not in-depth, can’t be updated or easily shared
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You'll need a good idea and design. One colour is fine, but ensure high contrast. Include a link to your website if there is space.
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Stickers
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Fast, simple, catchy, inexpensive, durable; online distribution is possible
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Not in-depth, potential legal and security issues for people distributing, can’t be updated
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As above
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Posters
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Fast, simple, catchy, durable. High impact. Online distribution possible
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Can be costly, potential legal/security issues for people distributing, can’t be updated
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You need a good idea and possibly a designer. Guerrilla postering (at any size) in the right places can have big impact. Consider including a link to your website.
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Brochures/Pamphlets
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Fairly quick and easy
More in-depth. Online distribution is easy |
Distribution
Demands some skills |
Ensure you include a link to your website. Clear, concise writing and layout are essential
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Fliers
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Quick and easy Inexpensive
Online distribution is easy |
Distribution
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One colour is usually fine
Your flier needs a striking design to stand out. Include a link to your website |
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Fact or information sheet
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Fairly quick and easy, relatively inexpensive
More in-depth. Online distribution is easy |
Distribution
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Demands research, fact-checking and clear writing
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Books
Booklets
Reports
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Very in-depth
Can be self-funding through sales
Online distribution is possible |
Can be heavy. Expensive to print and distribute; sales systems required
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Carefully weigh up whether you want to give your book away or sell it; whether to make an e-book or a printed book.
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