Pamphlet

A pamphlet is a printed piece of collateral material used for public relations, advertising, and marketing purposes. Also called a brochure, a pamphlet is a communication tool or tactic and a form of direct media (like fliers, newsletters, and posters), which reach audiences through distribution channels other than mass media (newspapers, magazines, radio, television). A pamphlet is generally considered a simple form of a brochure, but some designers and practitioners consider pamphlet and brochure synonymous terms.

Pamphlets are commonly distributed target audience interpersonally, in information racks, and through the mail in a standard business envelope or as a self-mailer. To be effective, pamphlets must be strategically sound, which means they need to be targeted toward a particular audience, convey an overall key message, and attempt to achieve a specific objective. Some of the most commonly used objectives in public relations include increasing awareness about a specific organization, and educating the target audience about a specific service or product.

Every organization, whether corporate or nonprofit, needs pamphlets or brochures to convey key messages to particular target audiences. A pamphlet is a tactic with a specific objective. For example, pamphlets can be used to inform utility customers about a fee increase, explain sexual harassment policies to employees, or persuade community members to volunteer for a neighborhood cleanup.

Although not considered as elaborate as brochures, pamphlets are produced in a variety of styles, shapes, and sizes. One popular format is an 8½ × 11-inch sheet folded in half, making four printed panels. Another format often used in public relations is a simple two-fold, six-panel, 8 1/2 × 11 pamphlet. Pamphlets need to be created with a unifying design throughout the entire publication, which can be conveyed through an appropriate choice of typeface, line rules, screens and tints, consistent clip art, and color schemes. Since pamphlets communicate information to a single reader as a handheld distance, they also need to offer an orderly sequence of information. The information is presented in stages through panels, and a common design visually connects all of the panels and holds the reader's attention.

Pamphlets are commonly printed in one or two colors, usually black for the type and another color to highlight specific areas. Some public relations practitioners begin with a layout and copy for a pamphlet and then work with a designer or printer to develop the final printed piece. Other practitioners create the entire piece themselves using any number of desktop publishing programs, such as PageMaker, QuarkXpress, Adobe InDesign, and Microsoft Publisher.