You know those brochures you had printed up last year, the ones that are stacked in the supply room? Those are a good example of the oft forgotten PR step: distribution. There have been hundreds of times over the years that clients have asked us to create collaterals for them, from giveaways to rack cards, fact sheets, etc. and when we ask them, "Who are you going to give them to and how?" there's usually either a blank stare or a vague answer like, "Our customers, you know, we'll hand them out."