I threw my PR Techniques students into the deep end of the visual communication pool this week by having them dive right in to create a brochure for an organization connected with the School of JMC in which I teach (how many swimming cliches can I cram into one sentence?). Although I’m sure a few of them are cursing my name right now, and most likely digging out voodoo dolls in effigy of me, I really do think this is the best way for them to learn how to create the materials they will be responsible for producing once out in the harsh world of public relations and mass communication post-college.

The production of these designed visual communication tools for use in public relations, I think, is one of the most fun challenges of communications. Why? Because the designer is thrown into the tug-of-war of fitting all the necessary copy into a rather defined amount of space, coupled with the knowledge that it must be visually appealing and grab attention so it will be ultimately read. The great thing about creating brochures and flyers, at least in their purest and most simple forms, is that the guidelines are fairly “cut-and-dry.” You can only set forth so many rules about a brochure until the creativity of the design and the message become rote, dry, and you’ve essentially wasted time and money to produce something that isn’t going to read.

The other reason I provide my students to basic guidelines and ask them to dig into a project like this is because it gets them out into the world of visual communication and looking around. I hope they’ll start keeping their eyes open for other brochures that really seem to “work” and will try to emulate the designs they think meet the challenge. This also gives me the opportunity to work a little more one-on-one with them during classtime, as to provide them a bit of facilitation on this journey through visual communication.

So, for my students who might be reading this, BREATHE! I trust in your ability, your creativity, and your enthusiasm to create something that will be great. You have a fun opportunity here to help out an organization that can use it for great benefit. I truly look forward to seeing what you produce, and remember, THIS IS A PROCESS! I’m not expecting Picasso (or Monet) to come flying out of our design software. I expect you to learn and grow as the great public relations practitioners you are and will be.