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Producing publications – good ones

Producing publications – good ones. Debbie Derry Deputy Director: Communication NMMU. Communicators. You are the specialist in the transportation and packaging of content . Objectives. Steps of the publication journey Understanding the importance of content

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Producing publications – good ones

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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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