The Publications Manager working in a corporate or industry setting is responsible for the development and completion of both internal and external publications. Depending on the structure of the corporation, the Publications Manager may work with the public relations, marketing, promotion, advertising, and/or consumer affairs departments. He or she may be required to do the research, writing, graphics, and layout of material or may work with researchers, copywriters, and artists. The Publications Manager is responsible for estimating budgets for publications and making sure that projects come in at or under that budget. He or she may write or call for several quotes on a specific project in order to obtain the best price. It is also up to the Publications Manager to set timetables for projects. These include projection schedules for printers, graphic artists, copywriters, photographers, and any others who might be involved in the preparation of the publication. The manager must see to it that projects are finished when they are supposed to be. A late publication may throw off the timing on anything from an upcoming promotion to having new product information books available to include with product distribution.
The Publications Manager must know a great deal about the printing industry. He or she will be responsible for choosing the correct paper stock, type styles, and graphic formats for a publication. This is an involved project, as there are many different types, weights, and colors of paper available, as well as thousands of different varieties of type to choose from. The individual must also be aware of the various sizes in which publications can be printed. While paper can be cut into almost any size, certain sizes and shapes will be more economical. For example, a publication for which consumers write to the company would probably be best if it fit into a standard #10 business envelope. While a square or oversized shape might look more creative, it could pose problems in the mailing process. The Publications Manager may be required to write specific publications for the company or may be asked by the various departments to develop a publication for which they have an idea. The individual may be responsible for writing proposals and outlines for publications or may farm this task out to an assistant or copywriter.
The Publications Manager may be responsible for a great variety of publications depending on the type of corporation or industry in which he or she is working. These could include internal and external newsletters, brochures, pamphlets, letters, leaflets, annual reports, and press releases. Other written materials might include speeches, feature articles, stockholder reports, and scripts for audio or audiovisual materials. Individuals might also be required to develop consumer- oriented instructional booklets and giveaway sheets, as well as sales books and other promotional materials. If the individual is working with writers on a project, he or she will be responsible for editing the copy and checking it for accuracy. When working with graphic artists or photographers the individual will be responsible for explaining exactly what he or she wants artistically and graphically. Before a publication is actually printed the Publications Manager will usually be required to have it reviewed for accuracy, content, and possibly even style. This is generally done by the department head who will be using the publication. In some cases the publication also has to be reviewed by a vice president of marketing or promotion or even the chief executive officer.
With the current popularity of computerized desktop publishing, the Publications Manager may find that more and more projects are prepared “in-house” instead of at commercial printers. Desktop publishing allows the Publications Manager to have copy typed into a computer and then laid out in a graphically pleasing format. Photographs, scanned artwork, logos, computer clip art, and graphics can be put directly into the computer and placed in the publication. Computer graphic artists can even design artwork and special graphics.
What all this means is that the Publications Manager can now easily produce printer-ready mechanicals. It also means that the Publications Manager must be computer-capable. He or she may be responsible for the input of data and graphics and layout or may delegate these task to other individuals. The Publications Manager must be able to train others on the machine, using the various computer programs needed to put together publications. The Publications Manager usually works normal hours. If a project is near completion or a deadline must be met, he or she will be required to work overtime. Individuals may be under pressure or stress in this position. Projects must constantly be developed, designed, written, and completed. Depending on the structure of the corporation in which the individual is working, he or she may be responsible to the director of public relations, marketing, or promotion. He or she might also be responsible to a vice president or even the corporation's CEO.
Annual earnings for Publications Managers working in corporations and industry can range from $25,000 to $55,000 plus, depending on a number of factors. These include the size and location of the corporation and the experience and responsibilities of the individual. Smaller businesses in general offer lower salaries.
Employment prospects are good for individuals seeking employment as Publications Managers in the corporate world. Very large corporations may have a person in this position in a number of different departments. For example, there may be a Publications Manager in public relations, another in promotions, and yet another in consumer affairs. Other corporations may have just one individual on staff. In some businesses the public relations department is expected to handle publications and writing functions in addition to their other responsibilities. Jobs may be located almost anywhere in the country in this field. Corporations and other industries in every location may offer possibilities.
Advancement prospects are fair for Publications Managers. Individuals may climb the career ladder by becoming director of public relations or possibly director of consumer affairs. Career paths can take off in different directions. Individuals might also advance their career by locating a position as a Publications Manager at a larger corporation. This usually results in more responsibility and an increased salary.
Good choices for majors include public relations, communications, journalism, English, and liberal arts. Seminars and courses relating to all phases of writing, desktop publishing, computers, graphics, and layout should prove to be extremely useful to the individual.
Individuals in this position should have had some experience working with publications. This might include working on a school paper or yearbook, and local civic or nonprofit group newsletter. Many Publications Managers have worked as reporters for newspapers or as publicity or public relations assistants. Individuals should be able to write clearly, quickly, and accurately in an interesting manner. The Publications Manager should have a working knowledge of grammar, spelling, and word usage. Editing capabilities may be necessary.
Publications Managers need a sense of graphic style and layout. A working knowledge of the printing industry, including the various typefaces, and varieties and weights of paper is useful. Computer capability is currently required in many positions. The ability to handle desktop publishing is a plus. Individuals need good communication skills. They should be personable, articulate, able to work quickly and accurately, and should have good supervisory skills.
Individuals may be members of a number of trade associations that provide training, seminars, conferences, and professional guidance. These might include the Public Relations Society of America (PRSA), the International Association of Business Communicators (IABC), and Association for Women In Communications (AWC). Individuals might also belong to trade associations specifically related to their industries.
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