Also see Planning Your Publication 1

Think long term.
A family or series of materials can build an identity for your organization. Identity/branding is an effective communications strategy. Consider how this publication fits into your overall marketing or communications plan.

Determine deliverables.
Consider how the material can be used elsewhere. For example, you may also want to post your printed publication or use the images created on the web, or use some of the elements in future PowerPoint or multimedia presentations.

Establish contributors.
A professional writer may be able to more effectively craft and communicate your message. At the very least, consider engaging a professional editor and/or proofreader to review your copy.

Graphic design is a major consideration as well. Your publication will be greatly enhanced by the creative input of a professional designer. Together, you can determine whether to supplement your written message with photos or illustrations and where to obtain the imagery.

Determine style.
The look and feel of your publication should be directly linked to your audience. It is useful to collect other publications you like to clarify your vision for the piece.

Require an estimate.
Get written cost estimates from the writer, designer, photographer or illustrator, and printer. You may need to reevaluate your expectations and adjust the elements for the project to fit your budget at this point. Discuss options with your project manager, designer, or printer.

Develop outline.
Whether you, Creative Services, or a freelance writer is generating text for your piece, begin by creating an outline. Be sure the person responsible for approving the final text (your supervisor, director, or other members of your organization) approves the outline before you move on to the next phase.

Develop manuscript.
Good writing and researching practices are key. Verify your facts. Plan for several drafts. Be sure your manuscript is carefully edited and proofread. Get approval on the manuscript and have it carefully proofread again before you give it to the designer.

Obtain imagery.
Arrange for a photo shoot (see Planning Your Photo Project) or obtain the stock images or illustrations.

Begin design.
The designer will develop preliminary layouts, called comps, that roughly approximate what the final piece will look like. Comps can be produced before the manuscript is finalized, but a well-developed draft given to the designer early will allow them to allot enough space for the copy, plan the pagination, determine imagery placement, and develop appropriate typography.

Produce layout.
When the comp and the manuscript have been finalized, the designer will produce the layout with final elements in place. Layouts can go through several rounds of revisions. Careful review and proofreading is critical in every phase of the layout. The person who will ultimately approve the project should sign off on every round of proofs.

Conduct final review.
Corrections made once a job goes to the printer are expensive, so have someone who has not seen the project—a final set of “fresh eyes”—review proofs before they go to print.

Printing instructions.
Confirm quantity, paper, other specifications, and delivery instructions, including a contact person and phone number for each delivery location, before you send the job to the printer.

Review printer’s proofs.
The printer will provide a printer’s proof that is the closest possible representation of the final product. Review these carefully—this is your last opportunity to spot errors. Corrections made at this stage are generally quite expensive, however, so limit changes to egregious errors.

Printing.
For complex projects with critical color elements or complex production, send a production specialist to the press run.

Delivery.
Inspect samples upon delivery to confirm the job was produced to your specifications.

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