8. WRITING, EDITING, AND PUBLISHING
All communications programs need good writers and editors. Some rules for obtaining the best possible talents.
1. Writers and Editors are not necessarily the same people
- Some writers are good editors
- Some editors are good writers
- Most are not both
If you are staffing and have enough positions – hire both writers and editors. If you are hiring on contract – go for the specialist.
2. Match the writer/editor to the job
All writing jobs are not the same – nor are writing skills.
Do you want:
- News writing?
- Magazine writing?
- Technical writing?
- Radio writing?
- Film or Television writing?
- Report writing
- Speech writing?
Match the experience and skill of the writer or editor against the particular job you need.
3. Consider whether you want staff or contract writers and editors: There are advantages to having good writers and editors on staff:
- they get to know your business inside out;
- they learn the organization’s rules, sensitivities, taboos
- they are motivated by career aspirations;
- they know your people
- they are physically on the premises
There are disadvantages too:
- they may not have all the skills you need
- they may not write for all media
- they can go stale
- they can cost you money during slack periods
WRITING, EDITING, AND PUBLISHING cont’d
Contracting for writers and editors has advantages:
- you can choose a specialist for each particular job
- you hire them only when you need them
- you pay only for delivered performance
- they can bring a freshness of approach
And disadvantages:
- they do not necessarily know your organization or objectives
- they may not know your people
- the one you want is not always available
Two general rules:
A. Estimate your workloads and do not hire more staff than your peak workloads demand. Idle writers cost money and go stale faster.
B. If you can afford it, have at least one good editor on staff. Even, if you freelance most of your work, you need someone to hire, brief, supervise and assess the work of your stable of writers.
4. Make best use of your freelance people
- Do not rely on one writer. If he breaks his arm, you are out of business
- Keep a good stable of writers and editors and know where and how to reach them fast.
- Make sure your stable encompasses a variety of skills (technical editors, scriptwriters, magazine writers, etc)
- Do some scouting. Always keep proper files of your writers and assess their quality and ability to meet deadlines. Weed out the bad; it is a buyer’s market.
- Start small. Give a new writer or editor a small project to start with and work up. Do not give your biggest project of the year to an unknown quantity.
- Give them time. Freelance writers need some time to research the project and get to know your needs. Too much rush almost always guarantees an ordinary performance.
- Do no second guess to much. Remember, all writers have their own style. If the facts are correct, let the writer use his own words. Too much picayune editing can turn writers off and waste time.
WRITING, EDITING, AND PUBLISHING cont’d
- Know how much to pay. Writing and editing services are not usually hired by tender, but by direct personal service contract. Get to know the going rate for various types of writing and editing and keep within the range, do not over buy. You do not need a pro with 20 years experience to edit a simple pamphlet.
- Cover all applicable official languages. Whether you are in the private or public sector, you may want to reach many language groups. Be sure your stable of writers and editors has people skilled who can accommodate for this.
PUBLISHING
A major responsibility of any communications manager is supervising the organization’s publishing program.
Publishing covers a great range of different materials of differing complexity:
- envelope inserts
- folders
- booklets
- newsletters
- newspapers
- brochures
- magazines
- technical reports
- manuals
- hand books
- annual reports
- corporate brochures
- books
1. When to Publish
Before you publish, decide whether you should publish. Ask yourself:
- Will the publication promote a legitimate need of the organization?
- Is the same material available in already published material?
- Is the target audience large enough to justify publishing?
- Is a publication the most effective way of reaching your audience?
- How does it compare with other media in cost?
- In effectiveness of presentation?
PUBLISHING cont’d
2. Use Research
Determine in advance:
o your target audience
o their characteristics
o their numbers
Estimate your required quantity – The size of your market and print
run affects costs. It helps determine the type of publication you select. For a major undertaking, do a market survey.
3. Plan your distribution
Based on your estimate of the market plan in advance, how will you get your publication into the hands of your audience:
- by mail
- through bookstores
- through other retail outlets
- through your own regional offices
- at exhibitions or other public events
4. Set your price
Decide whether the publication will be free or will bear a price tag. Determine a reasonable price level considering:
- The cost of production
- The intrinsic value of the information conveyed
- The ability or willingness of your target group to pay
- The price of competitive or similar publications
5. Prepare a budget
Prepare a project budget in advance, taking into consideration:
- Production costs
- Marketing and distribution costs
- Expected Revenues (if publication is priced).
PUBLISHING cont’d
6. Set your schedule
For every publishing project, set a realistic and detailed production schedule and stick to it. Make sure your schedule allows time for:
- research
- writing
- editing
- translation
- photography and illustration
- graphic design
- typesetting
- page make-up
- printing
- shipping
7. Brief your writer
Before you turn someone loose to begin work on the publication, be sure he knows exactly what you want and need.
He should know:
- the objectives of the organization that the publication is aimed at meeting
- the nature of the target audience
- the size and format of the publication
- the level of complexity of the material
- the level of language that would be appropriate
- whether the text will be supported by photos, charges and-or illustrations
Review the draft text carefully. Make sure you are completely satisfied before you go into production. Early changes are easy. Late changes are expensive.
8. Get your money’s worth
When you have your finished publication – market it. Publications that sit on the shelf are costly and communicate nothing.
- Follow your distribution plan
- Consider advertising
- Use specialized media
Keep an accurate record of stocks on hand and if your publication is not moving – draw up a new marketing plan.