Are brochures passé? No, but…

I think there are times when paper-based communication is still justified in corporations, despite the increasing emphasis on digital content. However, my advice is that companies need a 360-degree approach to their strategic storytelling. This means creating content to diffuse across a variety of formats, from print to interactive.  

I help clients to develop a write-once mentality and then repurpose content over their various communication channels, such as intranets, micro-sites, the web and social media. The success factors are strategic planning and streamlined processes for creating and diffusing the content.

I was talking with a client recently and the dialogue was about a brochure on a new corporate initiative. From both a human resources and legal perspective, employees needed to receive paper-based information. It was a straightforward type of assignment that I’ve done before. 

But I asked this person a question he couldn’t answer: “After employees get the brochure, what do you want them to do with it?”

The obvious answer is – to read it! My question seemed to hang in the air, like a small but insistent cloud. Then the client saw the reasoning behind my question. Creating content that can be re-purposed and harmonized across different communication channels makes good sense. It’s effective, economical and helps people understand how to live an initiative in their daily work activities.

The client liked the idea of taking top-down information and adding a human dimension to it. I remembered a human resources guide that I did and I leveraged some from learnings from that.

One idea we discussed was to abstract information from the brochure (available in PDF format as well as print) and create questions to post as a poll on the company’s intranet. After taking the poll, employees could ‘click here to learn more’.

A series of mini-articles could describe how the new initiative is being rolled out in the various regions, as told by local team members. I also suggested a few short video clips to offer an interactive element; that’s still under discussion.

By the end of our brainstorming session, we had identified several other ideas. Then we developed a strategy for how to get this information discovered, read and brought to life within the organization.

What does all of this cost to implement?

If you really want to know, please send me an email and ask! 🙂 Seriously, the solutions I offer are not intended to introduce new processes that are not sustainable.  I look at the content strategy a client has today and suggest ideas that will build a solid future.  It’s an approach that creates a blueprint for success – that’s why I call my business the Architect of Communication.

Bottom-line, I find solutions that enable a client to build their own communication autonomy. 

I like to help people find creative ways to communicate internally or to a global external audience. Thanks for reading this posting, if you have questions or comments, I welcome your query. I offer a free, introductory consulting session to understand your needs.