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Characteristics, strengths & weaknesses - Print material

Well-worded print material, designed with the needs and interests of the reader in mind, is one of the most common methods used to educate. The type of print material you choose will depend on the quantity and style of information you wish to convey. A distribution mechanism is essential to ensure this material gets into the hands of the target group. The variety of print material provides flexibility to meet individual needs—e.g. it can be a one-off, awareness-raising publication such as a poster; a series of theme-based periodic releases such as a newsletter (which can be packaged in a folder format for updates and future reference); or can be personalised, such as in direct-mail letter format.

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Strengths

• Well-planned and worded print material:
  • is visible and informative
  • can reach large numbers of people
  • allows people time to digest information and return to it for future reference when needed
  • provides flexibility to meet individual needs.

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Weaknesses

• generally a one-way communication method which does not encourage questioning, clarification or feedback. (Response or comment return slips can partly overcome this problem)
• requires well-planned distribution methods to ensure it reaches the target group and is read by them
• must compete strongly for the reader's interest against the mass of printed items already in existence
• not all people read the same language! Different people respond to different writing styles, language and tone in printed material
• may contain too much information and be written in a form that is too complex for the target group.

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