FLYER OR PAMPHLET

 1. Brief definition

A message, whether text and/or graphics, usually in a small format and printed on low-cost paper. It is used for dissemination on the street, giving it directly to pedestrians, or delivering it door-to-door.

2. What are the objectives?

To advertise or disseminate information about a point of view, an event, or program in a simple and direct fashion through the message that is contained in the flyer or pamphlet.

3. Who does it reach?

Anyone who sees it, directly or indirectly, through the mass distribution. It can be distributed door-to-door or in places where a lot of people gather. They may be scattered in the air (that is the origin of the word "flyer"), or handed directly to people.

4. Advantages and disadvantages in terms of communication:

a) Advantages:

- Low cost.

- Direct access to the reader.

- May reach a large number of people.

- Can be used as a pretext to contact people (when it is distributed door-to-door or handed directly).

b) Disadvantages:

- The dissemination effect is very short-lived.

- Must be distributed in very large quantities in order to obtain a massive dissemination effect.

- People must be able to create a flyer-

pamphlet with very synthetic contents.

- There is a high level of waste(people throw them away).

- Requires many people and many hours of work.

- You are limited in the graphic aspects because of the size and the cost of graphic resources (colors, printing quality, etc.).

5. Implementation:

a) What to do, in chronological order:

- Conceptualize and synthesize the message very well, so that you may express the basic points in a limited space.

- Clearly define what you want to transmit, and who you wish to reach.

- Define your audience and choose the proper language accordingly.

- Study and determine the budget and costs, according to the type of paper, size, color, etc.

- Define the images that will accompany the text.

- Make a rough sketch of the design, trying to synthesize the image and the text.

- Create the original through manual or electronic means.

- Printing.

- Distribution.

b) Necessary equipment:

- If using manual means: a sample of different types of fonts, poster boards, markers, pens, India ink, papers, graphic cutting tools, etc.

- If using electronic means: a computer, a graphics program, a source of fonts and a printer.

- There is a tendency to use the computer more and more. There are numerous design programs, for example: PageMaker, Corel Draw, Freehand, etc.

c) Useful information:

- Usually, flyers or pamphlets rely heavily on words, so the written message is very important.

- It is advisable to carefully define the fonts and sizes to be used.

- Do not fill the paper with too many elements. This can create difficulties for reading it or understanding it.

- Prioritize -- in large type faces and in a very synthetic manner -- the principal message (first reading). Additional information should be printed in smaller type faces (for the second reading).

- If you are publicizing an event, emphasize the place, date, and time for the event.

 1. Brief definition

A visual form of communication (using text, images, or both) usually on paper. Located in public places, usually rather large and highly visible.

2. What are the objectives?

Publicize or spread information about a point of view, an event or a program in a very simple and direct fashion by using a message incorporated in a graphic design.

3. Who does it reach?

Anyone who sees it, directly or indirectly. Therefore, the poster's effectiveness depends on where it's located.

4. Advantages and disadvantages in terms of communication:

a) Advantages:

- Because the image provides a synthesis, posters can be very effective in transmitting a message.

- Potentially it could be used as a means of mass communication.

- In addition, a good poster can give identity to the message you wish to transmit.

- Has great impact and can be read quickly. Posters have the capacity to mobilize people: they awaken curiosity and interest. They work quickly.

b) Disadvantages:

- Does not allow the development of a theme.

- A good poster costs a lot of money to print.

- Demands ability to synthesize.

- Requires reduction in the amount of information in order to make it easy to read.

5. Implementation:

a) What to do, in chronological order:

- Condition: define what you want to say (the message), who you wish to reach (target audience), and the characteristics (size, colors, paper, etc.)

- Establish priorities for the message. From the most important to the least important. This is a work of synthesis.

- Define the graphics: type faces, drawings or photographs, and colors.

- Design the poster. You work on the images and on the wording that were previously specified. Make sketches and decide the one that is most appropriate for the given message.

- Design the original so that it may be reproduced by manual or electronic means (silk-screen, offset, photocopies, etc.).

- Reproduction.

b) Necessary equipment:

- If using paper means: a sample of different types of fonts, poster board, markers, pens, India ink, papers, graphic cutting tools, etc.

- If using electronic means: a computer, a graphics program, a source of fonts and a printer.

- There is a tendency to use the computer more and more. There are numerous design programs, for example: PageMaker, Corel Draw, Freehand, etc.

c) Useful information:

- The message should be understandable in a general way in only a few seconds.

- Design it so that it may be read from a distance of 4 to 8 meters (12 to 25 feet).

- It is recommended that after you design it you place it on a wall and walk in front at various distances to determine how easy it is to read.

- Do not fill the poster with too many elements; this could create difficulties in easily reading and understanding it.

- Prioritize -- in large type faces and in a very synthetic manner -- the principle message (first reading). Additional information should be printed in smaller types (for the second reading).

- If you are publicizing an event, emphasize the place, date, and time for the event.

- If you are limited in funds, study the costs very well, since this will determine the type of design.

1. Brief definition

A written form of communication definable by its local character. It is run by neighbors and financed by local businesses. It publicizes the activities that are being developed in the neighborhood.

2. What are the objectives?

- To give identity and cohesion to a community by helping communicate the various activities of the neighbors, both those who are organized as well as those who are not. It also expresses their points of view, aspirations, creations, as well as their complaints.

- Encourages common work and surmounts individualism by giving value to diversity.

3. Who does it reach?

Depending on the distribution, it may reach all of the families within a given geographical area.

4. Advantages and disadvantages in terms of communication:

a) Advantages:

- Requires only one person to begin the project.

- It is easy to finance.

- Is received very favorably by neighbors.

b) Disadvantages:

- If it is monthly publication, a lot of news become outdated.

5. Implementation:

a) What to do, in chronological order:

- Define your geographical area.

- Obtain a meeting place where you can invite the team.

- Design a flyer or poster that invites the participation of volunteers.

- Publish your invitation.

- Meeting to launch the project with those who are interested. Define the general characteristics, time-tables, calendar of meetings, and the following functions:

* A responsible editor.

* Someone responsible of obtaining advertisers.

* Someone responsible for contacting social organizations.

* Reporters and photographers.

* Someone responsible for layout (this may be contracted out).

* Printing (this may be contracted out).

* Someone responsible for distribution strategies.

- Design a mock-up and choose a name for the newsletter.

- Have a meeting to determine the contents and the advertising.

- Lay-out.

- Printing.

- Distribution.

- Evaluation and planning for the next, improved issue.

b) Necessary equipment:

- A workplace.

- A place to store paperwork.

- A photographic camera and a digital scanning equipment.

- Computer with a graphic design program.

- The services of a printing shop.

c) Useful information:

- The poster or flyer should be widely distributed.

- The meetings should be dynamic and no longer than 2 hours (hopefully only one hour).

- Design an advertising contract.

- Give shop owners and local business space to publish useful information. This will involve them with the newsletter in something beyond a strict business relationship.

- Have only one trustworthy person handling funds.

- Clearly specify who are the people responsible for the newspaper.

- Every article should identify its author.

- The lay-out should determine those elements that have not yet been structured: the images (photographs and drawings), and adequate type sizes.

- It is advisable to give the neighbors several alternative ways to communicate with the editorial team: telephone, fax, addresses, submission boxes, BBS, etc.

- It is important to form distribution teams for small sectors (2 people for every 300 houses). This encourages personal delivery.

- Obtain commitments to help in the distribution from everyone who is publishing messages, especially from organizations.

1. Brief definition

Space (or time) in the existing media where you may express opinions or points of view free of charge.

2. What are the objectives?

The purpose is to disseminate information or to raise awareness about certain issues, and to make the public aware of the various activities that an organization is planning or carrying out. This resource can also be used to develop notables or ideas through various media, and to insert them therein.

3. Who does it reach?

The readers or audience of the existing media.

4. Advantages and disadvantages in terms of communication:

4.1 Radio and Television:

a) Advantages:

- Radio has the advantage of allowing people to become informed while at work, while driving, etc.

- It is easier to gain access to the world of radio, since there is a much greater number of stations than in the other media.

- Both radio and television, usually feature, besides the normal programming, a news segment. Information can also be inserted into these segments.

b) Disadvantages:

- Words are "scattered to the wind." Therefore, when on the radio it is important to repeat the information more than once. This can be achieved, for example, by presenting a speaker on some program, then working with the press team so that the same topics are covered in the news segment.

4.2 The Printed Media (the Press)

a) Advantages:

- People buy newspapers or magazines in order to read them. In other words, if something is published in the printed press, it is more than likely that it will be read.

- In general, the larger newspapers are distributed at a national level, so the information is widely disseminated.

- Newspapers or magazines are bought and then read by more than one person.

b) Disadvantages:

- The printed media does not always have mass circulation in an absolute sense, since not everyone can afford to buy a newspaper every day or buy a magazine every month. The audience is therefore restricted in numbers.

- In every country, the more important publications are owned by giant economic and/or political conglomerates. It is therefore difficult to touch upon themes that affect their interests without their censure or manipulation.

5. Implementation:

a) What to do, in chronological order:

- Gather the fax and telephone numbers for the various media, and the names of the reporters and editors for the different shifts.

- Try to establish closer links with reporters and editors.

- Inform them about all activities, small though they may be, through fax or telephone.

- If you are having a press conference, create a press release and send it preferably to the news agencies. Send the text of the conference via fax to the newspapers or stations that do not show up.

b) Necessary equipment:

- Fax.

- Typewriter.

- Telephone.

c) Useful information:

- A factor of primary importance -- if you are to achieve having your work published without omissions or manipulation -- is to have good relations with the people who create the articles (the reporters) and with those who decide what news is to be published or broadcast (the editors).

1. Brief definition

This is your own program, or "space," used to communicate certain topics, with very clear objectives, in a mass fashion through radio broadcast. The program is prepared ahead of time and then distributed according to your possibilities.

2. What are the objectives?

To disseminate, entertain, educate, accompany or inform a radio audience.

3. Who does it reach?

All of the listeners of a given radio station. (Information is readily available on the ratings for a given station throughout each time period).

4. Advantages and disadvantages in terms of communication:

a) Advantages:

- It can reach a massive number of people.

- It allows you to have access to the radio, saying what you want and independently defining the message.

- Does not require a great deal of infrastructure.

- You might be able to obtain sponsors.

b) Disadvantages:

- You have to pay for this.

- Sometimes it is difficult for a radio to accept these types of programs and include them into their format.

5. Implementation:

a) What to do, in chronological order:

- Define the objectives of the program.

- Prepare an outline for the project, including the name and the type of program.

- Visit radio stations and negotiate regarding feasibility and the costs.

- Obtain sponsors.

- Create a script for the program, with a well-defined schedule.

- Obtain a recording studio.

- Distribute the recorded program.

b) Necessary equipment:

- Portfolio that describes the project. This will be used to obtain sponsors.

- Access to a recording studio.

- Tape recorder.

c) Useful information:

- Visit a radio studio to understand how the programs are produced.

- Listen to radio.

- When you decide what stations will broadcast your program, choose those that coincide with the objectives and contents of your program.

- Before you record at the studio, rehearse using home equipment.

1. Brief definition

Printed media, that incorporate graphics and text, and that are published regularly.

 

2. What are the objectives?

An instrument for communication, to give and receive information, to contribute ideas, to entertain, to establish or support a given proposal.

3. Who does it reach?

The target audience, which has been defined by those in charge of the publication.

4. Advantages and disadvantages in terms of communication:

a) Advantages:

- It allows you to give greater depth to the topics than is possible with newspapers.

- Has greater degree of permanence than audiovisual means.

b) Disadvantages:

- It is less massive, and appears less frequently than the other media mentioned above.

5. Implementation:

a) What to do, in chronological order:

- Outline a communication project. The outline should include: the concept, target audience, specific approach to the various topics, graphic style, a study of costs, and a business plan.

- Determine an office space, or system, that will allow it to function.

- Put together an editorial team (journalists), a graphic artist and a business manager.

- Research the legal requirements for a publication in your particular country.

- Prepare a sample issue (issue number 0).

b) Necessary equipment:

- Computers for word processing and lay out, or equivalent equipment.

- Office materials.

- The support of newspaper and graphic archives.

c) Useful information:

- Pay close attention to the economic feasibility, study income and expenditures.

- Use as much mysticism and creativity as possible.

- Give a unique and clear presence and character to the publication.

A couple of years ago, members of the Movement in various countries began to establish publishing houses. This was due to an interest in being able to publish and distribute written materials of different types, independent of the requirements and criteria imposed by other publishing firms.

Some of the publishing houses already in existence are:

Latitude Press in the U.S.A.

Graphomania Ediciones in Spain

Editions Reference in France

Multi Image in Italy

Virtual Ediciones in Chile

Centaurus Ediciones in Argentina

The interest of these publishing houses is not only to encourage individual productions of different types, but also to obtain contributions by different authors in order to produce collected works (for example, 10 poets, 8 story tellers, studies by different authors on a single topic, etc.).

One of the ways to facilitate the relation between authors and publishers is the area "Publications" in the Movement's BBS's. You may leave those contributions that have the potential of being published in that area. (See MEANS OF ELECTRONIC COMMUNICATION below)

SHORT-RANGE RADIO (LOCAL, COMMUNITY RADIO) 

1. Brief definition

A means for local broadcasting. It reaches many people and allows them to participate; it also allows you to learn the opinions of many people.

2. What are the objectives?

- Makes it possible for social organizations, neighborhood organizations, and neighbors in general to participate actively. Helps to create links between these people and to publicize their activities.

- Makes available information about what is happening in that area.

- Makes it possible to have debates about topics that are of interest to the community.

3. Who does it reach?

The neighbors that live in the area that is covered by the radio station; different generational and social strata.

4. Advantages and disadvantages in terms of communication:

a) Advantages:

- In contrast to more massive means, it permits a great deal of interaction with the audience, and may transform into a resource that is "by the community" rather than "for the community."

- It may reach many people, since almost everyone owns a radio receiver.

- Does not require dedicated attention like TV. People may listen while doing other things.

- You may obtain immediate feedback by asking people to call on the phone or to visit the studio.

- Live programs can be conducted.

b) Disadvantages:

- It has a small range.

- Unlike visual methods, this does not allow a visual perception of the speaker or announcer.

5. Implementation:

a) What to do, in chronological order:

- Define the scope: the area in which we are rooting, location of the studios, transmission equipment, and antenna.

- Legal definition: research the applicable laws in the given country, and develop your project accordingly.

- Define the human team. Hopefully, people who live in the area where the radio will be located and who like this type of activity.

- Define functions according to the legal and technical requirements.

- Depending on the laws, you may need to fulfill certain technical and legal conditions.

b) Necessary equipment:

- A locale that includes: space for the studios, a room for the booth, one for the transmitters, an office, and storage space for the recordings.

- Transmitter, antenna, console, deck, CD player, turntable, and microphones with the technical characteristics appropriate for each country.

c) Useful information:

Almost every country has organized groups of people who are quite knowledgeable about this subject. If their objectives are similar to ours, it is useful to establish a good relationship with them.

1. Brief definition

A form of audio-visual communication that does not require the set up of your own equipment. It is very important due to its great impact, assuming that there is an intentional message that is presented in a creative, original, and attractive fashion.

2. What are the objectives?

To massively disseminate a message. It makes use of the established television networks.

3. Who does it reach?

All of the people who watch that TV. network.

4. Advantages and disadvantages in terms of communication:

a) Advantages:

- It is massive in scope.

- Has a lot of potential for elaboration because it may include oral messages, real images, sound effects and visual effects, music, etc. This can awaken people's attention, and can get the audience intellectually and emotionally involved.

- You have potential impact on public opinion, and you may even be able to define the current issues.

- Depending on the content, it may be introduced into international networks.

b) Disadvantages:

- It is very difficult to breakthrough the monopoly and their censors.

- Very costly to produce and edit.

- There are difficulties in opening paths of distributions for the program with the TV. stations.

- The production team must be technically knowledgeable.

5. Implementation:

a) What to do, in chronological order:

- In order to overcome the difficulties you will need to build a team of people who are very tenacious. There should be production and editing specialists, people who have, or who will generate contacts with key people in the TV channels, and also, of course, with the organization that wishes to transmit the message.

- Design a plan of work, making a calendar of tasks to be fulfilled.

- Define functions within the team -- if possible, one of these should work as an "alarm" or "wake up call" for the rest.

- Create a network of contacts that will allow access to all the elements you need to use.

- Establish a network of contacts with private and public enterprises in order to obtain financial support.

- Define the program, and conduct a sample survey in the environment.

- Try to specify a schedule, without giving room for improvisation during the steps of pre-production, production, post-production, distribution and broadcasting.

b) Minimum necessary equipment (owned or rented):

- Professional camera with a tripod (Beta cam, Hi 8, 3/4).

- A stock of videocassettes for the type of system that is being used.

- A lighting kit with 4, 1,000-watt light bulbs, with tripods, diffusers, and filters.

- Two lavaliere microphones, a boom mike, and another one suitable for interviews.

- A monitor.

- Ability to rent an editing studio.

c) Useful information:

- If you clearly establish what you want to do, and know at every step the details of the work environments you can hold down the costs of producing the program at each step. For the same reasons, before editing it is advisable to study the material with home-VHS equipment.

1. Brief definition

A means for audio broadcasting that reaches many people and that allows you to generate a variety of types of programs.

2. What are the objectives?

- Generate programs like: forums, news, reports, music, events, sports, etc. purpose is to reach the community wit