Publishing Services Bureau

1
Tips for managing the publication process

• Communications WorkshopOctober 23, 2003

2
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

3
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

4
Introduction

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

5
The publication process

• Sample process for print and web publications
• Stage 1 Assess and plan
• Stage 2 Create
• Stage 3 Produce
• Stage 4 Launch
• Stage 5 Measure and plan
• General activities and typical steps for MIT
  publishers

6
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

7
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

8
Stage 1 Assess and plan Establish priorities,
goals, scope and timeframe

• Determine what is needed
• Establish a preliminary schedule

9
Stage 1 Assess and plan Define budget range

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

Tool 1
10
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
11
Stage 1 Assess and plan Build a team,
continued
Tool 3

• 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)

12
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
13
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

14
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

15
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

16
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

17
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

18
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

19
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

20
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

21
Resources
Tool 2

• MIT resources
• Communications resources

Tool 5
22
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

23
For more information

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

24
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