Final Project: House Organ

 📰 Academic Project Title: Creating a House Organ for a Brand

📘 Course: English Writing for Public Relations

🎓 Level: B2 (Upper-Intermediate)

📂 Deliverable: A digital corporate magazine (house organ) on Canva with an oral presentation

 

🔎 1. What is a House Organ?

A house organ (also known as a corporate magazine or in-house publication) is a publication produced by an organization for internal or external audiences. It serves to communicate corporate news, achievements, events, product launches, internal policies, and brand culture.

Types:

• Internal: Targets employees (HR updates, staff stories, company vision).
• External: Aimed at clients, investors, or partners (success stories, CSR, PR campaigns).

 

Sample: House Organ

https://issuu.com/luxuryavenue/docs/2010_la_spring

🗂️ 2. Project Description

Students will work individually or in pairs to create a mock-up of a house organ (corporate magazine) for a fictional or real company. It will include various types of written corporate content:

Required Sections:

1. Corporate Letter (from the CEO or Director)
2. Press Release (at least one)
3. Internal Circular (informing employees about a policy or internal event)
4. Newsletter Section (monthly updates or highlights)
5. Brochure Content (featuring a service, product, or event)
6. Editorial Introduction
7. Visual Elements: Cover page, logo, professional layout (images, columns, titles, etc.)

 

🧱 3. Structure of the Final Product

 

Section	Description
Cover Page	Title, company logo, publication date, tagline
Index or content	Content list with page numbers
Editorial Introduction	Short text introducing the issue’s content and objective
Corporate Letter	Formal, motivational message from a leader (CEO, director)
Press Releases	Announcing a new product/service, event, or achievement
Internal Circulars	Memo-style message addressing employees
Newsletter Pages	Headlines and brief items of interest with visual appeal
Brochure Pages	Promotional content with persuasive and visual language
Back Cover	Contact info, social media, slogan, acknowledgments

🗣️ 4. Oral Presentation (5–8 minutes)

Each student or pair will present their house organ to the class:

Presentation Guidelines:

• Explain the purpose of your house organ.
• Describe the target audience.
• Summarize each section and its function.
• Justify design/layout choices.
• Reflect briefly on the writing process and challenges.

 

 

🧩 6. Suggested Steps for Students

1: Introduction to house organs + brainstorm company

2: Draft corporate letter and press release

3: Draft circular, newsletter + brochure text

4: Design layout and revise all texts

5: Submit printed or digital magazine

6: Presentations + peer feedback

 

📌 Materials and Tools

• Canva / Adobe Express / Google Docs / MS Publisher (for layout)
• Sample press releases and brochures
• Grammar and vocabulary guides for business writing
• Rubric shared in advance

 

·       📚 References (APA 7th edition)

·       Argenti, P. A. (2018). Corporate communication (7th ed.). McGraw-Hill Education.

·       Bly, R. W. (2019). The copywriter's handbook: A step-by-step guide to writing copy that sells (4th ed.). St. Martin’s Griffin.

·       Guffey, M. E., & Loewy, D. (2022). Essentials of business communication (12th ed.). Cengage Learning.

·       Locker, K. O., & Kienzler, D. S. (2021). Business and administrative communication (12th ed.). McGraw-Hill Education.

·       Smith, R. D., & Elliott, D. (2020). Strategic planning for public relations (5th ed.). Routledge. https://doi.org/10.4324/9780429053426

·       Stanton, J. (2017). Introduction to business communication (2nd ed.). Pearson Education.

·       Walters, L. M., & Walters, T. N. (2020). Visual communication for public relations (2nd ed.). Routledge. https://doi.org/10.4324/9781315665085

The Brochure

Brouchure Sample:

https://es.scribd.com/document/711274592/Triptico-Xochimilco

THE BROCHURE

 

1. WHAT IS A BROCHURE?

A brochure is a printed text on small sheets in various formats that serves as an advertising or informational tool.

 

2. PURPOSE OF THE BROCHURE:

It is to disseminate information of any kind, since its objective is not necessarily to sell a product or a service.

 

3. TYPES OF BROCHURES:

3.1. Flyer

3.2. Bi-fold

3.3. Tri-fold

3.4. Four-fold

3.5. Multi-fold

 

When must each type of brochure be used?

📄 1. Flyer (Volante)

When to use it:

• To announce an event, promotion, or opening.
• For quick and inexpensive distribution (e.g., in the street, stores, or mailboxes).
• Ideal for time-sensitive information or limited content.

Characteristics:

• One single page.
• Direct and visually engaging.
• Used for mass distribution.

 

📘 2. Bi-fold (Díptico)

When to use it:

• To introduce a product, company, or campaign in a compact format.
• For presentations at fairs, conferences, or meetings.
• When you need a little more space than a flyer but still a simple layout.

Characteristics:

• Folded once to create 4 panels (2 front, 2 back).
• Balanced between visuals and text.

 

📕 3. Tri-fold (Tríptico)

When to use it:

• For structured information divided into clear sections (e.g., services, benefits, contact).
• Common in tourism, education, or health institutions.
• When you need a professional and informative look.

Characteristics:

• Folded twice to create 6 panels.
• Allows for storytelling, step-by-step explanations, or comparisons.

 

📚 4. Four-fold (Cuadríptico)

When to use it:

• When you need to present more detailed content or multiple product lines.
• For institutional communication or public service announcements.
• Useful for storytelling with images and text.

Characteristics:

• Folded three times to create 8 panels.
• Can be complex to design but highly informative.

 

📖 5. Multi-fold (Políptico)

When to use it:

• For detailed product catalogs, educational programs, or in-depth campaigns.
• When you have a large amount of organized content.
• For high-end corporate presentations or government information.

Characteristics:

• More than four folds, creating 10 or more panels.
• Requires careful design and usually higher printing costs.

4. WHO IS IT FOR?

4.1. Potential partners, members, or volunteers

4.2. Potential clients

4.3. Potential sponsors

4.4. Potential advocates in the community

4.5. The press

4.6. The general public

 

5. STEPS:

5.1. Select the information you want to convey.
5.2. Determine the target audience.
5.3. Choose the type of brochure.
5.4. Organize the information.
5.5. Create the design.
5.6. Print a test version.
5.7. Print the final version.

 

6. WRITING GUIDELINES:

6.1. Use short sentences.
6.2. Avoid technical jargon.
6.3. Avoid clichés.
6.4. Avoid redundancy.
6.5. Use correct spelling.
6.6. Avoid passive voice.

 

7. STRUCTURE:

7.1. Logo

7.2. Main title

7.3. Subheadings

7.4. Images

7.5. Descriptions

7.6. Call to action

7.7. Coupon

 

Sources:

• Editorial Etecé (2024) Brochure at https://concepto.de/folleto/#ixzz8g45302Xj
• Imprenta Bahía (2024) The 7 elements of a good brochure at https://www.bahiagrafica.com/los-7-elementos-de-un-buen-folleto/
• University of Kansas (2023) Creating brochures at https://ctb.ku.edu/es/tabla-de-contenidos/participacion/promover-interes-en-la-comunidad/folletos/principal