effective publicatio
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04/10/23 1
Effective Publications in a
Wired World
Debra Amirin, APR
Associate Director of Communications
University of Florida College of Law
04/10/23 2
Speaker introduction
1979 graduate of the University of Florida College of Journalism and Communications. Public Relations major, Psychology minor. (Yes, it helps.)
Accredited by the Florida Public Relations Association
Winner of local, state and national awards for publication design and effectiveness
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Today’s topics. Let’s talk about…The big picture –
How do publications fit in?Developing good publicationsHow it works at the UF College of LawThe value of experienceEstablish your credibility –
earn your credentials
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The big picture Public Relations and Marketing – The fine and
sometimes non-existent line between them Target audiences – There are always more than
one Key themes/ messages for each audience –
What do you want them to know? To feel? To do?
Do your research inside and outside the organization. What is the competition doing?
Develop a plan and a budget Evaluate your success
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How do publications fit in the overall public relations plan?
Support overall themes and messages of the organization
Target specific areas to provide information and encourage action
Provide a permanent, written record
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Publications in a wired worldPrint is still widely used Publications are easily distributed –
many mailing lists are still for “snail mail”
Put them on the Web, tooEvaluate your effectiveness – Web
downloads, postcards, surveys
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Developing good publicationsDeveloping themes and messagesGetting your point acrossDo they hear what you’re saying?
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Developing Themes and Messages Step back and look in Talk to representatives of key audiences Research: focus groups to formal surveys Develop your central themes Why are you printing this piece? Appeal to their emotions What should they come away with? What action do you want them to take?
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Getting your point acrossTell the story in pictures, not just in the
text. Some people won’t read it, but will flip through.
Tell them more than once, and in more than one way.
Back it up with evidence.
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Do they hear what you’re saying?Lee’s LieutenantBuy ‘em a pizzaAsk often and in different waysNever underestimate the importance of
the “hallway survey”Dig deepStrive to be more effective each year
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How it works at the College of Law
StaffingPublicationsWebMedia RelationsSpecial EventsA million miscellaneous projects
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Law publicationsThe family lookCollege of Law Prospectus, Student
Handbook, magazine, weekly newsletter, booklets for centers and major program areas, misc. brochures, ads, flyers
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FlaLaw Weekly Newsletter Target audiences –
Law students, law faculty and staff, campus administrators, media, alumni
1,200 weekly + Web 2001 FPRA State
Golden Image Award
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Prospectus Target audiences –
Prospective students and their parents, prospective faculty, current faculty, deans and administrators from other schools
Circulation – 20,000 Winner of 2001 Golden
Gator Award
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Program booklets
Target audiences – vary with each publication
Circulation – 5,000 each
Graduate Tax brochure winner of 2001 Golden Gator Award
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ToolsQuark ExpressDigital CameraPhotoshopWord processingE-mailStaff interactionOur “customers” are part of our staff
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How do we know it works?Tangible, measurable resultsCustomer feedback “Hallway surveys”Awards and recognitionReflecting on the college’s bottom line
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Establish your credibility Your reputation follows you. Develop one for
accuracy, value, effectiveness and quality. Win those awards. Just entering will help you
focus your efforts. Become accredited. Continue to learn. Seek out good research.
Have reasons for what you do.
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The value of experience InternshipsNon-profitsProfessional associationsVolunteer work
Remember: Every interaction you have builds – or destroys – your professional reputation. Take every job seriously.
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To sum it all up… Do your research. Ask others. Develop a plan. Know your target audiences
and have measurable outcomes and goals for each publication
Develop a budget Make sure it fits in the big picture Accuracy and quality are vital Make every aspect of your publication
support your themes and messages Evaluate your effectiveness
