Flier

A flier, also called a handout, is a one-sheet, printed form of collateral material. Like other communication tactics or tools used in public relations, a flier must be developed to appeal to a particular target [Page 347]audience, contain a key message, and attempt to achieve a specific objective. Some objectives might include increasing awareness about a service, educating a target audience about a program, or encouraging a key public to attend an event. Often 81/2 × 11 in size, a flier must be succinct, have few words, and include type or a graphic that appears in broad strokes. Since space is limited on a flier, uncomplicated graphics and clean typefaces are preferable. They are printed on one side of a sheet, have a short shelf life, and are not folded. Fliers, along with brochures, newsletters, and posters, are considered a form of direct media rather than mass media. As a form of direct media, fliers are generally posted on bulletin boards, placed in information racks, distributed through email, displayed on a website, and handed out interpersonally. Oftentimes, they are used as mini posters, which means that the message should carry at a distance of 10 feet. If they are placed on counters or inserted into the fold of a newsletter, the information does not need to carry over a distance. As a tool of persuasion, fliers should adhere to publication principles. They should attract attention, stimulate interest, create a desire to act, and contain claims that are supported by facts.

Relatively inexpensive to produce, fliers are timely and disposable. Many have a single purpose, which is to announce an event or inform a specific target audience about something of interest. No matter the method of distribution, fliers must be able to get noticed in a cluttered environment and should adhere to the principles of layout and design. An effective design should include a layout with proper balance, the balancing of elements either symmetrically or asymmetrically along an implied axis; dominance, an attention-getting element that stands out by its size, tone, or shape; unity, a sense that the message is an integrated and cohesive whole; proportion, the spatial relationship of elements similar in nature; and flow, which promotes eye movement and direction in a layout.

Since many public relations practitioners adhere to the writing style of the Associated Press, it is important to clarify terms. According to The Associated Press Stylebook, a flier is the preferred name for a handbill. On the other hand, the word flyer refers to the name associated with certain trains and buses.