|
|
 |
8 Steps to Bring an Idea Full Circle
- Develop the concept
- Think of the big picture: Who is your target audience? What do
you want them to do or know as a result of your publication,
video, presentation, or other communication tool?
- Think of the specifics: Does it have to be completed by a
specific time (a conference, for example)? What do you want the
finished product to look like? How elaborate, or how
simple?
- These are the types of questions to be answering. More
importantly, if many people will have a say in these decisions,
make sure they are involved from the start. After you have
involved them and gotten their ideas, develop a short summary and
circulate it to all concerned so that you can move on to the next
step.
- Research and interview
- Bring together the information you need to make the writing
and design process go smoothly. It may be a question of gathering
in one place information that you already have. It may be doing
library or on-line research, interviewing people within or outside
your organization, or tracking down sources for photographs or
other graphics.
- Write
- Write with your target audience in mind. How much background
to they have in the topic? What do they need to know, and what is
the best way to tell them? Several drafts will probably be
necessary. Circulate them to reviewers with a fixed deadline for
when you need comments returned.
Edit
- Plan on several levels of editing. First, edit for the big
picture of ideas and organization. Are you getting the information
across in a clear and accurate way? Is your piece interesting?
Then, edit for the fine points of grammar and style. Remember that
at a certain point, a person cannot write and edit the same piece.
He or she is too close to it.
Design
- Ideally, the designer is already involved in the creative
process, thinking about how the words can combine with graphics
for the most effective presentation. Whether itês designing a
four-color magazine or a simple word-processed form, you need to
remember that people respond to visuals. Keep samples of pieces
that you particularly like or dislike as a way to communicate some
of your ideas to a designer.
Produce
- Depending on the product, you will be working with a printer,
videographer, Webmaster, or other professional. Ask a lot of
questions. Set realistic deadlines that both you and they can live
with. They want the finished product to look good, too, but
remember that it is you who has the biggest stake in it looking
perfect.
Distribute
- How will your product be distributed? Most likely, you will be
using a number of methods: perhaps a "launch" at a meeting or
reception, a mailing to members or subscribers, a display at a
store or office. The possibilities are endless, but all tie back
to your original thoughts about your target audience and your
objectives.
Measure results
- How will you decide whether you met your objectives? This is
certainly the most elusive aspect in the process. More and more
people are asking (or being asked) to measure what their product
accomplished. You can collect anecdotal evidence, offer an
incentive for people to mail or phone back their comments, or
survey the target audience. You can judge based on whether you
achieved your objective (did sales go up? was the legislation
passed?), the reaction of your board or key clients, or other
indicators.
|
