CHAPTER 14CHAPTER 14

PREPARING PRINTED PREPARING PRINTED MATERIALSMATERIALS

School Publications Can Be Aimed At A Number School Publications Can Be Aimed At A Number Of Groups, Each With A Different Purpose. Some Of Groups, Each With A Different Purpose. Some

Of These Are:Of These Are: School Publications Can Be Aimed At A Number Of School Publications Can Be Aimed At A Number Of

Groups, Each With A Different Purpose. Some Of Groups, Each With A Different Purpose. Some Of These Are:These Are:

Teachers – The Goal Here To Improve Staff Morale Teachers – The Goal Here To Improve Staff Morale And Provide InformationAnd Provide Information

Students – The Goal Here Is To Help Students Take Students – The Goal Here Is To Help Students Take Advantage Of The Educational Opportunities And Advantage Of The Educational Opportunities And Communicate Information To ThemCommunicate Information To Them

Parents – The Goal Is Usually To Cultivate A Parents – The Goal Is Usually To Cultivate A Partnership Between School And ParentPartnership Between School And Parent

Civic Groups – The Goal Here May Be To Keep Them Civic Groups – The Goal Here May Be To Keep Them Informed And Produce A General Positive Attitude, Informed And Produce A General Positive Attitude, Or It May Be To Garner Support Regarding A Or It May Be To Garner Support Regarding A Particular Issue Of Election ProposalParticular Issue Of Election Proposal

Commercial Groups – The Goal Here Will Be Similar Commercial Groups – The Goal Here Will Be Similar To Civic Groups To Civic Groups

The objective of each publication, and the The objective of each publication, and the audience it is to meet, must be clearly in audience it is to meet, must be clearly in mind during the planning and production of mind during the planning and production of the publication the publication

KNOWING THE AUDIENCE –KNOWING THE AUDIENCE – Some Some considerations are:considerations are:

What does the audience know?What does the audience know? Use comfortable words – “One mark of the Use comfortable words – “One mark of the

educated person is the ability to educated person is the ability to communicate at a level that a specific communicate at a level that a specific audience will understand.” (page 240)audience will understand.” (page 240)

What is the interest level of the audience?What is the interest level of the audience?

CHOOSING CONTENT CHOOSING CONTENT – Publications must gain – Publications must gain the attention of the intended audience, but it the attention of the intended audience, but it must have proper content as well. must have proper content as well.

While the focus may be on school While the focus may be on school accomplishments, it should also review school accomplishments, it should also review school needs or problems, and possible solutionsneeds or problems, and possible solutions

Content should focus on people, not buildings and Content should focus on people, not buildings and programs – students learning, teachers teaching, programs – students learning, teachers teaching, and people involved in educationand people involved in education

If the audience is concerned about a topic, it If the audience is concerned about a topic, it should be treated in the publicationshould be treated in the publication

People are interested in reading about the People are interested in reading about the unusual, things that are different than when they unusual, things that are different than when they went to schoolwent to school

DETERMINE WHO SHOULD WRITE DETERMINE WHO SHOULD WRITE THE PUBLICATIONS –THE PUBLICATIONS – Options are: Options are:

Staff members who have a talent or Staff members who have a talent or flair for, as well experience in, writingflair for, as well experience in, writing

Go outside the school system to a Go outside the school system to a local editor or publications firmlocal editor or publications firm

Larger systems can hire a person Larger systems can hire a person with experience in this areawith experience in this area

KNOWING HOW TO PRINT IT –KNOWING HOW TO PRINT IT – A A balance is required here between a dull balance is required here between a dull publication and one that is two expensive publication and one that is two expensive because the school went overboard in the because the school went overboard in the printing – printing – Desktop PublishingDesktop Publishing offers a low offers a low cost option to most school systems now.cost option to most school systems now.

DETERMINING PRINTING PRIORITIES –DETERMINING PRINTING PRIORITIES – Setting priorities for the system’s printing Setting priorities for the system’s printing jobs is important. The printer must have jobs is important. The printer must have the priorities clearly in mind to avoid the priorities clearly in mind to avoid deadline embarrassments deadline embarrassments

GETTING EXPERT ASSISTANCE –GETTING EXPERT ASSISTANCE – A system can get A system can get advice from an employee if one with expertise is advice from an employee if one with expertise is available, a parent or friend of the system, or an available, a parent or friend of the system, or an outside expert hired because of their experience in outside expert hired because of their experience in the field. Some publishing options are:the field. Some publishing options are:

Printing by school system students in a printing Printing by school system students in a printing course or programcourse or program

Printing by a commercial printer – some warnings Printing by a commercial printer – some warnings here:here:

Get quotesGet quotes Have penalties for missed deadlinesHave penalties for missed deadlines Give the printer directions in the layout of the Give the printer directions in the layout of the

publicationpublication Keep copy of all materials submittedKeep copy of all materials submitted Make copies of all corrected proofs returned to the Make copies of all corrected proofs returned to the

printerprinter Changes made at the proof stage increase costsChanges made at the proof stage increase costs Give printer realistic deadlines that are meaningful to Give printer realistic deadlines that are meaningful to

the school or systemthe school or system

SAVING MONEY ON PRINTING COSTSSAVING MONEY ON PRINTING COSTS – – Printing can be a major expense and some Printing can be a major expense and some possible ways to save money are:possible ways to save money are:

Prepare Prepare Camera-ReadyCamera-Ready Copy Copy Use Use Desktop PublishingDesktop Publishing Use traditional layoutsUse traditional layouts Use Bendays or Tints for a Second Color impactUse Bendays or Tints for a Second Color impact Edit effectivelyEdit effectively Plan to avoid tight deadlinesPlan to avoid tight deadlines Avoid elaborate designs and bleeding Avoid elaborate designs and bleeding Use standard size paperUse standard size paper Avoid dating publicationAvoid dating publication Get the most out of expensive printing itemsGet the most out of expensive printing items Don’t insist on full justificationDon’t insist on full justification Use photos wiselyUse photos wisely

DESIGNING AND LAYOUT OF PUBLICATIONS DESIGNING AND LAYOUT OF PUBLICATIONS – – Publication should prepare attractive and inviting Publication should prepare attractive and inviting design without wasting money. It must be design without wasting money. It must be attractive to the eye at first glance so that attractive to the eye at first glance so that potential readers will respond and not discard. potential readers will respond and not discard.

Prepare each publication for three kinds of Prepare each publication for three kinds of readers.readers.

The 30-second readerThe 30-second reader The reader who flips the pages and who only sees The reader who flips the pages and who only sees

eye-catching messageseye-catching messages Usually he pays attention to things like copy-Usually he pays attention to things like copy-

break and break and blurbsblurbs The two minute reader – he looks over the entire The two minute reader – he looks over the entire

publication quicklypublication quickly Use informational headlinesUse informational headlines Use captions and photosUse captions and photos The group that will read most of the stories and The group that will read most of the stories and

articles – this is the smallest grouparticles – this is the smallest group

Use white spaces to keep the publication Use white spaces to keep the publication from being too imposingfrom being too imposing

Break up large blocks of textBreak up large blocks of text Maintain page balance between text, Maintain page balance between text,

photos, copy-breaks, and headlinesphotos, copy-breaks, and headlines Determine which stories deserve emphasis Determine which stories deserve emphasis

– all stories are not created equal– all stories are not created equal Consider the relationship between facing Consider the relationship between facing

pagespages Color is expensive, use it wiselyColor is expensive, use it wisely Don’s print over illustrations Don’s print over illustrations Choose ink and paper carefully – contract Choose ink and paper carefully – contract

between ink and paper is importantbetween ink and paper is important

GETTING THE MOST OUT OF TYPOGRAPHY – GETTING THE MOST OUT OF TYPOGRAPHY – This refers to changing typeface and fonts to This refers to changing typeface and fonts to effect designeffect design

The body type must be easy to readThe body type must be easy to read Avoid script, italic, and bold type for the bodyAvoid script, italic, and bold type for the body Use upper and lower case for the bodyUse upper and lower case for the body Use columns on all publications – print across 8.5 Use columns on all publications – print across 8.5

inch paper is not effective in getting attention – in inch paper is not effective in getting attention – in landscape printing use at least three columnslandscape printing use at least three columns

Use a type size that is easy to read – less than 8 Use a type size that is easy to read – less than 8 point is not effective (this is 16 point Times New point is not effective (this is 16 point Times New Roman)Roman)

Specify type to the printerSpecify type to the printer

USE PHOTOS TO ENHANCE PUBLICATIONS – USE PHOTOS TO ENHANCE PUBLICATIONS – Considerations in the use of photos are:Considerations in the use of photos are:

They should communicate a message and relate directly to They should communicate a message and relate directly to a storya story

Actions shots containing kids are bestActions shots containing kids are best Note the tips, page 254Note the tips, page 254DISTRIBUTING PUBLICATIONS –DISTRIBUTING PUBLICATIONS –All is lost and money is All is lost and money is

wasted if the designated audience does not see the wasted if the designated audience does not see the publication.publication.

After the fifth grade students do not bring home After the fifth grade students do not bring home informationinformation

Bulk mailing is inexpensive, however its procedures are Bulk mailing is inexpensive, however its procedures are sometimes difficultsometimes difficult

Inclusion in local newspaper can be cost effectiveInclusion in local newspaper can be cost effective Placing copies around the community can be effectivePlacing copies around the community can be effective Use real estate agents, welcome wagons, and suchUse real estate agents, welcome wagons, and such Put copies in all local libraries Put copies in all local libraries

EVALUATING SCHOOL PUBLICATIONSEVALUATING SCHOOL PUBLICATIONS Questionnaires have a large downside – Questionnaires have a large downside –

they are seldom returned, and this self-they are seldom returned, and this self-selecting sample is not statistically selecting sample is not statistically accurateaccurate

Interviews, in person or telephone, provide Interviews, in person or telephone, provide results with greater reliabilityresults with greater reliability

Focus groups, randomly selected give Focus groups, randomly selected give accurate feedbackaccurate feedback

Experts with no vested interest can help in Experts with no vested interest can help in evaluationevaluation

DECIDING WHICH PUBLICATIONS TO PRINTDECIDING WHICH PUBLICATIONS TO PRINT Periodic newsletters are a must in every schoolPeriodic newsletters are a must in every school Staff newsletters are a must for school systemsStaff newsletters are a must for school systems The School Calendar is a must for all school systemsThe School Calendar is a must for all school systems Flyers for distribution at school board meetings are helpfulFlyers for distribution at school board meetings are helpful A school brochure can be given to every guest to enhance A school brochure can be given to every guest to enhance

public imagepublic image Teacher-Recruitment brochuresTeacher-Recruitment brochures Special topic publications should be developed as the need Special topic publications should be developed as the need

arisesarises Happy-Grams can be used in schoolsHappy-Grams can be used in schools ““I have an idea to help schools” forms can be circulated I have an idea to help schools” forms can be circulated

through out the communitythrough out the community The Annual Report – The cost of this report must be The Annual Report – The cost of this report must be

weighed against effect and usefulnessweighed against effect and usefulness

THE ROLE OF STUDENT THE ROLE OF STUDENT PUBLICATIONSPUBLICATIONS

to limit controversy, all student to limit controversy, all student publications must be governed by a publications must be governed by a clear system wide policyclear system wide policy

News-sheets and newspapers can News-sheets and newspapers can enhance school perceptions – enhance school perceptions – surveys indicate 45% to 75% of surveys indicate 45% to 75% of parents read the school newspapers parents read the school newspapers students bring homestudents bring home