Why you need a brief for your next publication
Just like a pilot’s pre-flight checklist, your next publication needs its own checklist; a publication brief. This document will help you avoid issues during the publishing process and ensure a successful outcome. Pilots always perform a pre-flight rundown to align their crew, clear the route, and ensure a smooth landing. In publishing, no brief means a bumpy ride. It is the one document that will ensure you achieve a well-organised, strategically planned publishing process, guiding you to deliver a polished, high-standard document ready for publishing. So, what is a brief, and why do you need one?
In today’s modern landscape, the role of organisations has evolved beyond traditional business functions to become influential agents of social change through their communication efforts. No longer limited to the conventional duty of care associated with media houses, businesses now operate as media entities themselves, actively engaging with their audiences through a variety of communication channels such as blogs, articles, videos, podcasts, infographics, and social media posts to disseminate information aimed at educating, entertaining, or informing the communities they serve. Many organisations now own and manage their own media channels, such as websites, blogs, email newsletters, mobile applications and a whole production team. Communicating the critical elements of an assignment, task, or campaign to such a team requires a brief.
A publication brief is a detailed document that specifies the main elements and goals of your publication project. It is usually a short, one- or two-page document serving as a roadmap for everyone involved on how to create and produce the intended publication. It sets the standards for the final product, including visual aspects and distribution methods. By providing detailed guidelines, you ensure the publication meets the desired quality and adheres to your organisation’s standards.
A typical brief must state the reason for the publication, what it aims to achieve and a summary of the main topics, messages or themes the final book, report, magazine or even brochure will cover. It also must include the specific group of people the publication is intended for. Most briefs describe the type of publication required, whether a book, report or magazine, its length and how it will be organised depending on the intended audience. For brands and organisations, a brief ensures that the publication aligns with the established branding, colour schemes, typography, and overall style. This consistency reinforces the brand’s identity and helps organisations build a recognisable image.
Additionally, to ensure the final product meets distribution standards, a publication brief always includes details on how and where the publication will be distributed. This guides the publisher in determining whether the final books will be printed as physical copies or shared online. If shared online, the books should be designed in a small Portable Document Format (PDF) for easy online sharing.
You must understand that having a well-structured brief will help you streamline the publishing process by outlining the type of publication, its length, and the overall outlook of the final publication. This information is enough for your team to allocate resources efficiently, set realistic timelines, and avoid unnecessary delays in producing the report or book.
A publication brief is a foundational document in the publishing process that ensures clarity, consistency, efficiency, quality, targeted communication, and effective distribution. Understanding its importance helps publishers create impactful and well-executed publications. It ensures that the end product meets your intended goals and resonates with the community you serve. This clarity prevents misunderstandings and keeps the project on track.
