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Choosing the Service to
Meet Your Needs
Writers, Ghost
Writers, Graphic Designers, Ad Agencies, Public
Relations Firms
Often, customers are confronted with a
bewildering array of resources, including many
that offer overlapping skills. Here is a broad
overview of the capabilities of the major
categories of communication resources.
Writers –
Professional writers develop copy or edit what
others have written. But since words reflect
ideas and the organization of information, a
skilled writer may also work with you to clarify
ideas or suggest reorganization of your
document. Generally, writers produce copy that
meets defined professional standards. Many
corporations and large organizations either use
one of the published guides, such as The
Associated Press Stylebook, and/or have their
own standards.. You should own the copyright for
any materials developed by a professional writer
whom you have paid to execute a project in your
behalf. Some professional business writers are
also skilled at working with graphic designers
to ensure that all the elements of a document
meet defined communication objectives.
Questions
to ask…
Ghost
Writers/Co-Authors –
These terms are generally reserved for
individuals who write books for an individual.
The writer may produce a work of non-fiction,
memoir, or – less often – fiction, using the
information and ideas supplied by the "author."
The terms of the contract may specify that the
ghost writer or co-author receives credit on the
cover of the book, is credited only in the
author's acknowledgement, or is completely
anonymous.
Questions to ask…
Graphic Designers –
It is graphic design that often influences the
first and lasting impression of a document,
website, package, booth, or other communication
tools. Professional graphic designers create the
“look and feel” that suggest the emotional and
rational elements of the brand. They are
responsible for the arrangement of words and
images on the page or monitor, and for the
development of logos and a graphic style that
reflects the brand. Often, they select or create
the images and create special treatments of some
letters or words to call attention to important
elements. Graphic designers also have
responsibility for overseeing the printing or
programming to ensure the quality of the
outcome. For print pieces, that may involve
selection of the paper and ensuring the quality
of the print resolution. Most large graphic
design firms can also provide trade-show booths,
banners, and large-scale signs.
Questions to
ask…
Ad Agencies –
The range of services offered by ad agencies
varies widely. In larger firms, an account
executive works with the customer to determine
needs and recommend options. The account exec
then works with the agency's creative director
to come up with several visual/verbal concepts
for advertising and/or collateral materials,
which may include print, broadcast, and
electronic media. Some agencies provide complete
services including public relations, speech
writing, and other aspects of communication. Questions to ask…
Public Relations Firms
– “Public relations” generally refers
to a range of activities designed to call
attention to a product or project or to
influence public opinion. These activities
typically include articles in print media,
interviews or other coverage on broadcast media,
and special events designed to get the attention
of the desired audience. Some PR firms have
their own in-house writers and graphic
designers; others contract with a variety of
professionals or tailor materials developed by
their customers. One of the critical
capabilities the PR firms is getting articles
placed in targeted print publications and
ensuring broadcast media coverage, which they
arrange through their carefully developed
network of personal contacts.
Questions to ask…
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