Become a Publications Sleuth

Journalists have it down. Who, what, when, where, why and how. They get the scoop because they ask the right questions. These same questions can help you sniff out effective solutions to your communications issues. Many times clients will come and say, "We need a brochure." So I start asking questions.

• Who is this for?
• What organizational goal does it accomplish?
• When and where will you distribute it?
• Why will this particular audience care?
• How do you want them to respond?

These questions are part of a creative brief, and having a form you fill out for each method of communication you produce provides a great roadmap to keep you on-track and on-budget. Here are a couple links you might find helpful:

• How to write an effective design brief
  
• A graphic design perspective on using design briefs