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Producing Quality Publications: A Comprehensive Guide for Communication Specialists

Dive into the steps of the publication and communication journey, from understanding the importance of content and packaging to implementation, challenges, and measurement. Learn how to meet business needs, engage stakeholders, allocate resources, and create effective communication strategies.

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Producing Quality Publications: A Comprehensive Guide for Communication Specialists

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  1. Producing publications – good ones Debbie DerryDeputy Director: CommunicationNMMU

  2. Communicators • You are the specialist in the transportation and packaging of content

  3. Objectives • Steps of the publication journey • Understanding the importance of content • Understanding the importance of packaging • Implementation and challenges • Measurement & evaluation

  4. Steps of the communication journey • Why? • Meeting a need (Business need) • Examples:

  5. Steps of the communication journey • What’s needed? • Resources • *Budget (how much; how many publications; how fancy) • *Staff (writing; photography; graphic artists)

  6. Steps of the communication journey • Stakeholder analysis (respond their needs) • Know what you want (goals & objectives; push or pull; electronic or hardcover) • Briefing document to agency (number; paper type; tone; what you will supply; timeframes) • Timeframes • Measurement • Distribution

  7. Steps of the communication journey • Implementation and challenges • Ask? Business need? Needs of stakeholders? What are your objectives?

  8. Steps of the communication journey • Implementation and challenges • Understanding the importance of content • Choosing /writing key articles • Alignment with vision/objectives

  9. Steps of the communication journey • Example: Annual Review • NMMU vision • Things are happening • Does things differently

  10. Steps of the communication journey Choosing the relevant information • Repackaging to the needs of the audience • Lack of institutional knowledge • Getting approval e.g. Vision 2020

  11. Steps of the communication journey Tips! • Create own timeframes • Create a diary • Reminders and thank-you • Tell white lies • Words into people’s mouths • Think visually

  12. Steps of the communication journey • Brief to the agency • Diary • Page by page approach • Photographs on a disc • Second eye / third eye

  13. Steps of the communication journey • Understanding the importance of packaging • Design tips *White space *Photographs *Less is more *Design devices

  14. Example of design devices

  15. Steps of the communication journey • Understanding the importance of packaging *Mix of content *Mix of length of stories *No more than three colours *Brand consistency – golden thread

  16. Steps of the communication journey Measurement • Observation • Spontaneous interviews • Feedback survey • Focus groups • Unsolicited feedback

  17. Steps of the communication journey • Example of feedback survey: Vision 2020 (to be put in on Friday)

  18. Steps of the communication journey Distribution • Critical • Costs • Carpe diem

  19. Questions …

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