Effective Publications Management: Keeping Print by Cathy Connor Lips
By Cathy Connor Lips
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Extra resources for Effective Publications Management: Keeping Print Communications on Time, on Budget, on Message
Conjuring up a concept can sound daunting; sometimes the very word is treated like magic. If you think of a concept in its most basic, Webster’s Collegiate definition, “an abstract thought generalized from particular instances,” it’s much more approachable. It’s just an idea. Every publication, every thing created, begins with a concept, an idea for hire. It’s a solution or approach employed to solve a problem or create an opportunity. When you are managing a print publication, your concept, like any good solution, will have to address all of the particular instances or relevant needs to be met.
Don’t assume that everyone has the same understanding of the concept. If you explained the idea to someone and your client explained the idea to someone, how consistent would the explanations be? The safe alternative to assumption: Solidify the communication approach in everyone’s mind—yours, the client’s, the writer’s, and the designer’s—with a succinct written concept overview. This document will keep everyone focused on solving the same problem. What’s the Real Problem? , see chapter 4). This will allow an in-person exchange of questions and answers, and perhaps Are you happy with the size and positioning of will further client direction and concept development.
What has your client done in the past? What’s effective and what has fallen on its face? Collect samples of product brochures, annual reports, catalogs, direct mail postcards, customer newsletters, and anything else that catches your attention. Often you’ll find workable solutions in seemingly unrelated projects. Over time your collection of exemplary publications will serve as a valuable reference stash that you can raid for inspiration, direction, or even quick solutions. As you’re looking around, record what is effective with consumers, even if it doesn’t seem to immediately relate to your communication.