Writing, Editing, and Designing an Award-Winning Publication

Writing, editing, and designing an award-winning publication

tate society newsletters are judged the newsletter) stand out? Are the volume on educational content; national, and issue numbers consistently and neatly Sstate and chapter news; appear- placed? Is “A publication of [state society ance, writing and editing; and frequency name]” displayed in an attractive manner? of publication. The following tips were prepared to help state society newsletter Table of contents. Is the contents page well editors in their quest to create an award- organized, attractive, and easy to read? winning publication. Masthead. Is a masthead included within the publication which clearly displays the Educational content issue and volume number, the names of Promoting professionalism through edu- those working on the publication, and Avoid all caps. Avoid typing in cation is one of the key missions of this where to send news items? all capital letters. As you association. Therefore, providing mem- can see, reading text in full Stock. Is the paper used for the newsletter bers with information that will help them caps can be difficult. on the job is important. Such information attractive? Is it a light color that contrasts It is best to put heads in a boldfaced includes the following: sharply against the ink? Is it thick enough font and put stressed items in italics. so that the ink from the other side does ■■ Articles and news clips on a variety of not show through? Consistency. It’s fun to PLAY with general, clinical, administrative, and a variety of fonts when you have managerial topics Ink. Is the ink dark enough so that it can them, but using many different be read easily? If you are limited to one types of fonts can be distracting to ■■ Information on continuing education, color, use black. Hot colors, such as reds, the reader’s eye. including how, where, and when to oranges, and yellows, are difficult to read; Instead, select two or three fonts get CEUs limit the use of such colors to headlines that you like and use them throughout and clip art. the newsletter. Tri-level news Format. The one-column format is easi- The following type specifications have Keep members “in the know”: est to produce, but hard to read because been found to be the easiest to read and of the long lines of type (especially on most can be found in publishing and word Chapter and state society information. an 8-1/2 x 11 inch page). If you use this processing programs: Provide news about the professional format, try extending the single column activities of the local chapters and state over three-quarters of the page, leaving a 1. Ragged right, flush left society. Keep readers posted on upcoming “scholar’s margin” next to the main text continuing education workshops and the 2. Serifed type or type that curves (e.g., for pull quotes, table of contents, news state meeting. Times New Roman, Garamond, Pala- clips, a calendar of events, illustrations, tino) for body copy; and sans serifed and other information. National information. Inform readers type or type that’s straight-edged (e.g., about association news and help promote The two- and three-column formats Helvetica, Univers) for headlines Medical Assistants Recognition Week and are most popular because they offer a the AAMA Annual Conference. lot more design flexibility and are easier 3. 10 or 12 point type size for text to read. 4. Underlined, boldfaced, and italic type Appearance Type. Is the type easy to read? Can you used sparingly to add contrast and Cover. Is the cover visually appealing and flip through and readily identify the con- emphasis (to use them in excess defeats well organized? Does the banner (title of tents of the newsletter? their purpose) Photos. Here are some rules of thumb for Associated Press Stylebook and Libel using photographs: Tips to keep it cheap Manual, and Strunk’s and White’s The Elements of Style are all good examples. 1. Run them big Restricted by budget constraints? Punctuation. Use exclamation marks Here are some tips for producing 2. Crop them tight sparingly, otherwise readers may get the an appealing publication within impression you are yelling at them. One 3. Print them light (but not too light) the budget: exclamation mark is all you need to show the message is important. Better yet, ask 4. Use good, quality photographs or ■■ Design your newsletter as yourself if a period would do just as well: none at all a self-mailer to save dollars (and trees). Without the 5. Choose and place them so they are Avoid multiple punctuation!!! added weight of an enve- part of the overall design, not the Avoid multiple punctuation! lope, mailing costs might design itself Avoid multiple punctuation. even be less. White space and contrast. Avoid cram- Likewise, one question mark is all that is ming information on one page. Allow ■■ Check with your local post necessary to convey a question. for enough white space so as not to over- office for information and whelm the reader’s eye. regulations about mail- Plural vs. possessive. An apostrophe Create contrast with bold headlines, ing third-class, bulk rate. It shows possession. Therefore, when typing lots of white space and careful combina- takes a little longer to get CMAs (AAMA) or CEUs in the plural tions of thick and thin rules (lines). Here where it’s going, but the form, an apostrophe should not be used. cost savings are significant. are some other design elements that help Capitalization. Just like the titles of physi- create contrast: ■■ Contact area colleges for cian, editor, and lawyer, the title of medical ■■ bulleted lists, such as this one volunteers. Offer journalism assistant is a job title, not a proper noun, students the opportunity and therefore should not be capitalized. ■■ drop caps (letters) to begin the first to edit your newsletter, and sentence of each article graphic design students the Frequency opportunity to layout or re- ■■ sidebars printed in a 10–20% screen design your newsletter. Ask Communication is the lifeblood of any if they have desktop publish- organization. Disseminating information ■■ graphs and charts ing capabilities. Overall, it’s in a timely manner means keeping mem- a mutually beneficial situa- bers up to date. Obviously, a newsletter ■■ clip art and photos tion: Students can beef up that goes out four times a year offers more their résumés or portfolios, current information than one that goes Writing and editing and you can concentrate out annually. more on content. If the frequency of your publication Content. Editorial content is the back- must be limited, then publish a calendar bone of any publication. A pretty package that provides a look at the year ahead, without any content is, simply put—empty. including dates, times, places, and contact Decide what is to be the primary focus of information of all upcoming events and your newsletter: to educate, to inform, to “Peoplize” your writing with warm workshops. Include a roster of state and advise, to entertain (or, preferably, a com- words. Create an informal, relaxed chapter presidents and officers with contact bination), and then choose your newsletter style; however, avoid being too cute, or information. Make it a pull-out or “clip & content accordingly. adding too much personal information, post” sheet so readers will hang it on their Keep in mind that state society news- which is unprofessional. bulletin boards to refer to year round. letters reflect the profession and the association, and therefore should reflect pro- ■■ Edit concisely. Remember this: The art fessionalism. The state newsletter can be of writing lay in thrift. Say what you Enter your state publication in used as a marketing tool to attract other need to say in as few words as possible. members, and to share with other allied the Excel Awards competition health groups or the state medical asso- ■■ Proofread carefully. A lot of hard held each year at the AAMA ciation. Avoid including cutesy, personal, work will be laid to waste if the final Annual Conference. The Excel or religious material. Save such items for product is chock full of misspellings, Awards competition packet personal letters. Here are some other tips grammatical errors, and unclear, run- and entry form are posted to consider: on sentences. to the AAMA website every spring. Or call 800/228-2262 ■■ Write conversationally, as if you ■■ Invest in a good style book. The to request one. were speaking directly to your readers. Chicago Manual of Style, The