Date: 08.04.2008

Publications – some tips

Know your audience

Before you get too far into the writing think about …

Format: are you producing a short concise policy

briefing with a direct message, or a more finished

piece like a Discussion Paper?

Tone: the shorter policy briefings are for a busy

audience who want to find the relevant points

quickly. (More on this later.)

Whereas the reader of a Discussion Paper is

looking for substantial research and considered

opinions to further their own work, and has more

time to spend looking at it.

Peer review

Check procedures with publisher: what form of

peer review is required? At IDS we request one

internal and one external review – quick and

informal.

Other publishers may have more rigorous and time-

consuming double-blind method.

Make revisions as necessary: take on board

suggested points to tighten up the pacing or style of

writing; or reorder sections into more logical form.

Show that revisions have been made: when

submitting the paper.

Submitting papers

Check that your finished paper has all the

necessary elements, as well as being set into the

publisher’s house style …

Prelims: author biographies, abstract, table of

contents, foreword, preface, acknowledgements.

Body of text: introduction, substantive text,

conclusion and recommendations.

End matter: appendices, glossary, references,

index.

Check that the reference list matches the texts cited

within the paper.

Design briefs

If you’re commissioning promotional material from

designers and printers remember to …

Draw up a detailed design brief covering:

- Timescales for the overall job

- Budget

- Creativity: fitting within branding guidelines – or

not.

- Practical details: what size and type of paper

(stock) is required, what ink colours, how many

copies.

- Images: supplied or to be sourced?

Images

Think about audiences, and format of the

publication. A journal cover needs a long-lasting,

memorable impact; whereas a leaflet requires a

more direct visually-arresting photo.

Be respectful of your subject, ensure their consent

is obtained, and retain their dignity in the final

image.

Avoid stereotyped images, but represent the truth.

Do not misrepresent a subject by cropping.

Always use a caption, and credit the

photographer/agency.

Date: 08.04.2008

Policy Briefs

Why produce a policy briefing

When you want to reach beyond an academic

audience – Policy Makers

Something topical that you want to disseminate

Something relevant to the audience – that they want

or ought to know

Has policy or practical implications

Know your audience

Not always experts

Very busy

Overloaded with information

BUT they do need information and want to feel

informed…

What they need

Clear concise information

Very readable and easy to skim

Something that makes them feel informed

Directing them to further information

How we can achieve this

Keep a simple and logical line of argument

Make it thought provoking and fresh

Use non-specialist language

Use bullet points

Show evidence and use real world examples

Be decisive but not opinionated

Give clear conclusions

Create Terms of Reference for authors and editors

and brief them thoroughly

A thought about images

May be the decider…

Keep it interesting

Use a pithy caption

Don’t forget credit

Use graphics to make information clearer

Try to avoid

Assumed knowledge

Academic jargon

Long words, sentences and paragraphs

Information overload

Dull pictures (workshops, meetings etc.)