In this section...
- Overview
- Core Concepts
- Working with the Media
- Media Development
- UNDP Web Presence
- So You Want to Produce a Publication…
- Special Events
- Public Service Announcements
- Advocating for UNDP
- Social Media
- Public Inquiries
- How to Conduct a Campaign
- Showcasing Partnerships
- Writing for UNDP
- Translations
- Graphic Design and Applying the UNDP Logo
- Photography
- Video and Documentaries
- Procurement for Communications
- Tools
- Best Practices
- Templates/Photos
- Français/Español
Reaching the Outside World
So You Want to Produce a Publication…
Click on the following hyperlinks to learn more about:
Printed publications can showcase UNDP’s knowledge and research, or promote UNDP’s contributions as a development organization. They may be used for information and outreach or as advocacy tools. Around the world, politicians, teachers, researchers, policy analysts, donors and others turn to UNDP publications to connect into global and national development debates.
Most UNDP printed materials fall into one of the following six categories:
Two-pagers: The most prominent examples are the UNDP Results and the Fast Facts. The UNDP Results offer a summarized description of what UNDP is doing in a specific country or on specific issues, and they include donor contribution and expenditures. If you are interested in creating your own UNDP Results, please contact the Office of Communications for advice. The Fast Facts also offer brief descriptions of a specific issue or project, and list key facts at the top. Fast Facts are easy and inexpensive to produce. Any staff member can create them based on Microsoft Word templates devised by the Office of Communications.
Brochures: Brochures come in different formats, generally from four to eight panels or pages folded depending on how you want to direct the reader’s attention. They should allow the reader to immediately grasp what a programme/campaign/issue is all about, and should use strong and creative graphics, attractive photos and a minimum amount of text. People will often glance through them on the go—for example, at a booth, at an exhibition, or in waiting for an elevator. The intent should be to whet the appetite of the reader to know more. Since brochures can be time-consuming and expensive to produce well, they are generally most suitable for larger campaigns or advocacy initiatives. A basic brochure can be handed out to introduce UNDP as an organization either globally or within a country.
Posters and Flyers: These mainly graphic materials are useful for special events. Flyers consist of one page on a standard letter-sized sheet and look like advertisements, with both graphics and some text working together to convey essential information. They can be passed out, for example, to people entering an event. Posters should illustrate key messages through arresting graphics and a minimal amount of text. They can be used to decorate UNDP offices or a room for an event, or placed in prominent public venues to provide information or to advocate for an issue.
Booklets: At less than 50 pages, this format is often used for handbooks or toolkits meant to be carried around as reference guides.
Newsletters delivered through email can take two forms. Left, PDFs attached to emails as produced by UNDP Nepal. Right, HTML can also be used for newsletter layout sent through emails.
Newsletters: A newsletter is a regularly distributed publication on a specific topic or a range of topics of interest to its subscribers. Newsletters include short updates on projects and activities or introduce new developments and ideas. Additionally, newsletters delivered electronically via email (e-newsletters) - as opposed to PDFs or hard copy printouts - have gained rapid acceptance and popularity over printed material.
Reports: Most UNDP publications fall in the report category. Reports are normally on cutting-edge issues, explored with the use of comprehensive data and analysis. Reports should ideally pick up on ideas that are new or provocative—this attracts interest among external audiences, including the media and its consumers, and ensures the report’s findings are absorbed into the outside world. The Human Development Reports are UNDP’s flagships reports. The UNDP in Action Annual Reports are also prominent UNDP reports.
Books: Books are less timely than reports. They may take a longer historical perspective and emphasize narrative over charts and numbers. The Senior Management Team clears global corporate documents and major advocacy and outreach reports. In country offices, the Resident Representative should vet national equivalents. An example of a UNDP book is UNDP: A Better Way?, a history of the organization by Craig Murphy.
To see UNDP examples of some of these categories of publications, go to the Best Practices section.
Producing a publication requires a strategy and clear planning. At the start of any publication, you should know, at a minimum:
- What do we want to accomplish?
- Which audiences do we want to reach?
- What messages will convince them to take an interest or perform an action contributing to our objectives?
- What format will appeal to them?
- What skills and resources do we have in house? What do we need to bring in from outside?
- How will we distribute the publication so that it reaches our audience(s) and makes a maximum impact?
A rule of thumb is that publications always take more time and effort than anyone calculates in the beginning. To avoid a last minute scramble to complete a project, which increases the chances of errors, be vigilant about maintaining deadlines from the start and build in allowances for extra time along the way.
Publishing processes and rules for UNDP publications
Samples of three different products that make use of the UNDP corporate templates, all available for download
All UNDP publications meant for an external audience should conform to the UNDP Publications Policy and the Quality Assurance Procedure. These will help to ensure the quality, relevance, consistency and development impact of UNDP’s publications and promote the corporate identity of UNDP. They are also designed to help sharpen the profile and visibility of UNDP in both donor and programme countries to generate increased support for UNDP.
Similarly, whenever possible, UNDP publications should make use of the UNDP Knowledge and Advocacy Products templates developed by BDP.
If your planned product fits the knowledge products described there, you should adhere to the templates provided following the detailed guidance. The advocacy products are more flexible providing scope to meet your specific communication needs, but they should adhere to UNDP’s Graphic Standards. The Office of Communications will advise further on corporate identity.
Most publications involve five processes that vary in complexity by project. While substantive research is the heart of many UNDP publications, all parts of the production process contribute to the final product. Shortchanging one area in favour of another may limit the impact of the publication. No matter how important the message, for example, people will be less willing to read a document that is full of spelling errors and printed in type that is hard to read. Shortfalls in quality damage impressions of UNDP’s professionalism and expertise.
Research, Data Gathering and Drafting Text: For more technical reports, UNDP programme staff or consultants normally compile information, crunch numbers and prepare analysis. They will prepare the outline of the publication and draft the initial text, often in consultation with peer review groups and/or national and international partners. See the HDR Toolkit for detailed information and examples on content preparation issues from crafting policy options to dealing with data discrepancies.
As the main text begins to come together, the authors should consider ways to vary the presentation of information—charts, graphs, maps, photographs, etc. The HDR Toolkit contains information on which graphics suit different kinds of data. While a designer can make these look beautiful and advise on formats, the authors should decide which data or issues need to stand out as graphics. If you plan to use photographs or maps with copyrights, you will need to obtain permission to reprint them.
Writing and editing: Professional editors and writers help either to create text or to edit a draft. They ensure that a text is logical, lively and clearly written, and can phrase key messages in ways that spark the interest of outside groups, including the media. The Office of Communications can recommend writers and editors; contact the Chief of Communications Services at communications.toolkit@undp.org.
There are different levels of editing:
Structural editing entails work on the overall structure of a publication,
and may require major changes in the text (such as a revision in the order
of chapters). It makes the language and the underlying structure of the document
coherent and clear. This is the most labour intensive and expensive form of
editing.
Line editing involves the editor making changes within sentences and paragraphs, improving their flow and correcting grammatical problems, but not changing the structure of either parts of or the whole publication.
Copy-editing encompasses corrections to spelling and grammar, and ensures the use of UNDP editorial guidelines for punctuation, acronyms, etc. This is the lightest and least expensive form of editing.
Proofreading is a final check meant to correct any remaining errors.
An expensive publication placing a premium on quality will have a budget covering several different layers of editing done by different people—multiple eyes help to catch all mistakes and inconsistencies. At a minimum, a publication should have a copy-editor and a separate proofreader.
To learn more about writing and editing for your publications also see the UNDP writing and style guidelines and the UNDP Style Manual tools in this toolkit.
Copyright: UNDP owns the copyright for publications and other materials that it commissions, regardless of whether the work was written by a staff member or a paid consultant. You can give permission to the media, NGOs, academic institutions and others to reproduce the content, on condition that due credit is given to UNDP. See UNDP Copyright Guidelines to learn more.
Credit: Suazion
Design: In this phase, a graphic designer takes the completed edited text and creates the visual look of the publication. If you are pressed for time, the designer can take ‘dummy’ text that is still being edited and begin the process of formulating the design. Designers can also create charts and graphs using data supplied by UNDP, and select photos; these tasks should be specified in the terms of reference for the job. UNDP has a photo database (currently offline, soon to be re-launched). At times, hard-to-find or unique photos may require the services of a separate photo researcher or commercial photo agency such as AP Worldwide.
Translation: Translation happens once the document in the original language is complete, including a final proofing. Which language(s) you choose should be closely tied to the target audiences you want to reach. From the very beginning of a publication process, you should factor in enough time for translation. Book a translator as far in advance as possible so they can be ready when you need them. While different languages can be printed at different times, printing them all at once saves money. See also the section of this toolkit on translation.
Printing: Once the design incorporates the final text and is complete, it is sent for printing. The printer will send back a blueprint that will show what the final product will look like. Check this carefully—in the process of putting the layout into their systems for printing, printers can change colours, rearrange chapters or drop pieces of text. This is not common, but it does happen, and once you sign off on the blueprint, you take responsibility for any errors it still contains. This is not the time, however, to make lots of small changes, either because the document was not adequately proofread and you find mistakes, or because you have changed your mind about the text or design. You can make these changes—but they quickly add up to what can become huge additional expenses plus delays in delivery. Ask the printer to either send a second blueprint or a pdf file to prove that changes have been made.
Credit: Maureen Lynch/UNDP
Keep in mind that the paper used for the blueprint will not be the same as that in the final publication. Colours may not be exact, although you can request a sample of how colours will look on the final paper. Photographs will not be as well defined in the blueprint as in the final edition. For expensive publications, it can make sense to send someone with technical expertise in printing or design to review the first copies of the publication as they come off the press and check for any errors—this is called ‘going on press’.
Distribution and sales: A distribution strategy determines how you can reach your target audiences—both through the physical provision of the publication and publicity around its key messages—and should be part of the initial planning for the publication. It may involve the preparation of additional materials—press releases, press kits, fact sheets, brochures, websites, executive summaries, etc.—appropriate for different audiences.
Some UNDP publications have been produced by commercial publishers, such as Earthscan or Oxford University Press. They offer varying levels of support for editing, design, printing and distribution. It is best to decide at the outset whether the book is for sale or to be distributed free. The marketing strategy for a sales publication needs to be initiated five to six months ahead of publication, even if the work itself is scheduled for production until much later. University and other academic presses can also be interested in distributing UNDP research publications. See the HDR Toolkit for more on different options. Another option: Huge online bookstores such as Amazon.com carry books produced by individuals and organizations that are not commercial publishers.
UN Publications carries many UN-produced books and reports in both its online and hardcopy catalogues. Its stores, which are open to the public, are located in New York and Geneva. They stock books as well as gifts and souvenir items, which you can order online.
Selling a book or report requires that it have a unique ISBN (International Standard Book Number). A commercial publisher will provide this. Obtaining an ISBN can now be done online. See the ISBN International website, which includes a complete list of ISBN country offices. In New York, refer to the US website. If you need to obtain this number for a UN/UNDP you should contact the UN Publications Acquisitions Department at publications@un.org.
Unless book sales are being handled through a commercial publisher, they require a specific marketing and communications strategy that considers the most effective distribution channels—online, bookstores, special events, etc. Sales tactics could include a brochure with a tear-out ordering form or direct mailings to lists of likely purchasers, both individuals and institutions. Online listings should ensure the book is easily accessible through the major search engines. It is important to decide, at the outset, the sales price of a book.
Distribution labels: It is important to make sure that your publications are properly labeled so that they reach their destinations. An Excel database file with all UNDP country, liaison, regional centre and specialized offices - also noting the main language of the country - is available for your use in creating shipping labels through the WORD label wizard. Click here for a sample label created for shipments to country offices. Click here to obtain the latest information on UNDP Country and Liaison Offices.
The following suggestions are based on past experiences with UNDP publications.
Prioritize. Publications are expensive. If you face budget constraints, focus on the most important pieces of information. If you choose instead to cram everything into a text that you then can’t afford to have edited or designed well, you will have a mess. Keep research that had to be left out in mind for future publications.
Assign someone to manage the production process. It can be easy to assume that once you have the content of a publication together, you will be able to ship it off to the editor/designer/printer and it will come back as a finished product. This assumption usually proves to be incorrect. Publications can involve lots of back and forth—reviews, approvals, feedback, technical decisions, contracts and so on. Multiple contractors and staff may all be making individual contributions, but none will have the big picture in mind. One person should be responsible for logistics, management and coordination. This should be considered a part- or full-time job, depending on the size of the production. Production management can be time consuming—it usually does not work well simply as an add-on to existing heavy responsibilities. Ideally, the production manager should be someone with a communications background who understands the technical issues involved in editing, design and printing. This kind of knowledge saves time and money, and improves quality and efficiency.
Assess what you really need to print. Attractive, colourful publications appeal around the world. But publication costs can vary hugely. Placing colour photographs throughout a book makes it much more expensive than having a colour cover and black and white text inside, for example. Consider the options at the beginning. What is really necessary for your target audiences? Some—such as donors—may not want to see a very expensive production. Lower cost options can be attractive and effective. Major corporate publications and flagship reports, however, need to be highly polished; they can have a powerful impact on public perceptions of the quality of UNDP’s work.
Prepare an executive summary for long reports. People from all backgrounds—whether the media, donors, foundations or government officials—have little time. Many will read only the executive summary. This is a chance to hone your key messages down to the essentials and improve the chances they’ll be picked up.
Give a human face to numbers. Data are important and can make the case for policy people. But illustrating them with stories and case studies can extend their impact—especially if you are trying to reach the media and people whose support could be valuable, but who may not be in the thick of debates about development. Ideally, these stories should demonstrate concrete connections between the numbers and people’s everyday lives.
Adhere to basic brand and graphics standards. See the section on branding standards for how to use the UNDP logo and other issues.
Don’t forget a disclaimer. UNDP publications that refer to an author and contain opinions and views should state: “The views expressed in this publication are those of the author(s) and do not necessarily represent those of the United Nations, including UNDP, or their Member States.” Authors’ names should not appear on the front cover of any publication.
