Publishing Services Bureau Web Communications Services Tips for managing the publication process Communications Workshop October 23, 2003

Publishing Services BureauWeb Communications Services

Tips for managing the publication process

Communications WorkshopOctober 23, 2003


Agenda

• Introduction– The role of a publication

• Typical publication process, with tips and tools• Presentation of recent print and web project

– Designer, writer, printer, project manager, PSB advisor

• Questions and discussion with presenters


Process team

• Monica Lee, director, Publishing Services Bureau• Bara Blender, advisor, Publishing Services Bureau• Victor Park, new media designer, Publishing Services

Bureau• Tania Schlatter, advisor, Publishing Services Bureau• Chris Sherrill, team leader, Web Communications

Services


Introduction

• The role of a publication– Sends messages– Invites action– Identifies organization– Marks time


The publication process

• Sample process for print and web publicationsStage 1: Assess and planStage 2: CreateStage 3: ProduceStage 4: LaunchStage 5: Measure and plan

• General activities and typical steps for MIT publishers


Stage 1: Assess and plan • Evaluate

– Audience• Determine what is valued and needed

– Messages• Determine if current messages are up to date

and meaningful– Format

• Determine what is appropriate and accessible– Imagery

• Determine what attributes are appropriate to portray visually


Stage 1: Assess and plan • Solicit input from colleagues and “users”

– Gather informal feedback– Distribute questionnaires– Hire market research for substantial changes in

department mission or philosophy


Stage 1: Assess and plan • Establish priorities, goals, scope and timeframe

– Determine what is needed– Establish a preliminary schedule


Stage 1: Assess and plan • Define budget range

– Review available funds– Review typical cost ranges– Review the MIT procurement process

Tool 1


Stage 1: Assess and plan • Build a team

– Establish internal team• Designate project manager, core team members• Identify key stakeholders

– Review MIT resources– Determine external team needs– Solicit / review vendors

Tool 2


Stage 1: Assess and plan • Build a team, continued

– Develop a request for proposals (RFP)• State needs; provide vision and direction so

vendors can propose solutions– Evaluate the proposals

• Judge for appropriate fit with your project• Review prices• Meet with the finalists

– Award the project to vendor(s)

Tool 3


Stage 2: Create • Kick off the project

– Review roles, expectations and goals– Develop project schedule– Provide information about your organization to

creative vendors• Forward market research, informal feedback,

existing publications, competitors’ information• Set up interviews / tours

Tool 4


Stage 2: Create • (Re)Establish project parameters

– Document key delivery and sign-off dates– Review roles and responsibilities– Establish method for communicating feedback– Confirm project scope and goals – Generate requisitions


Stage 2: Createcontinued

• Develop creative approach• Develop content outline• Develop information architecture (web)• Arrange for a usability review (web)

– Provide access to sample audience members to serve as testers

• Create initial design• Gather existing images or create imagery• Check postal regulations


Stage 2: Create continued

• Review with stakeholders• Provide feedback to creative vendors

– Focus on objective goals, not subjective preferences– State concerns, not solutions– Keep a written record of all feedback and approvals

• Refine design and copy based on feedback– Proofread during each round of revisions

• Give final approval on design and content


Stage 3: Produce

• Set up files for printing– Provide final logo and/or image files

• Release files and final specifications to the selected printer• Set up files for web programming

– Conduct a code review of sample pages– Populate the site with content– Proofread complete site


Stage 3: Producecontinued

• Plan for launch and promotion– Schedule mailing services– Order mailing lists and arrange for postage

• Review proofs– Get approval and sign off from the core team

• Attend press checks


Stage 3: Produce continued

• Conduct web accessibility testing• Test web pages across platforms and browsers• Plan for launch and promotion

– Request spotlight 2 months in advance (web)• Plan for ongoing production and maintenance

– Evaluate / purchase equipment and software– Assign staff / conduct training


Stage 4: Launch

• Mail printed publications• Register with search engines (web)• Request site indexing (web)• Promote the publication• Prepare staff to handle audience response to publications


Stage 5: Measure and plan

• Establish methods for soliciting and tracking feedback– Survey cards– Web surveys – Develop questions to ask when speaking to audience

members– Keep track of informal feedback

• Begin planning for the next print revision or web update• Evaluate the publication development process

– What worked– Opportunities for improvement


Resources

• MIT resources• Communications resources Tool 5

Tool 2


Summary

• Create the framework within which innovative publications can develop

– Designate a capable project manager / champion– Establish a team of internal and external experts– Inspire the creative team and share your vision– Create a publication plan to guide the team

• Outline goals, agree on roles and schedule– Manage the process

• Minimize surprises, maximize opportunity to deliver on time and within budget


For more information

• Communications Workshops website:http://web.mit.edu/commworkshops


Case study

• The Picower Center for Learning and Memory– Brochure– Website

• Project team– Martha Eddison, writer– Lora Gunsallus, printer– Alice Hecht, designer– Tom Pixton, PSB advisor– Kelly Powell, external project manager

Documents

Publishing Services Bureau Web Communications Services Tips for managing the publication process Communications Workshop October 23, 2003