How to Initiate a Publication

  1. Email Marketing at for an appointment well in advance of your needed delivery date.
  2. Analyze the message. In the initial consultation, discussion will center on the purpose, intended audience, distribution method, quantity, and any measurable results expected. Answers to these questions will help to produce an economical publication with an effective and attractive format.
  3. Prepare an outline or write a rough or finished draft of the copy on disk.
  4. Determine the funds available for the publication. It makes for a much more efficient process if we know the budget.

Planning and Scheduling

For most jobs, a minimum of four to eight weeks is required from the time the job is initiated to delivery of printed copies. The importance of advance planning for any kind of publication cannot be overemphasized. Once the need for a publication is established, consult the Office of Marketing and Public Relations while the work is still in the planning stage.

Once a publication is initiated, Marketing and Public Relations will plan a schedule allowing time for all the stages of production. Factors determining the length of time required to "turn a job around" include the length of the manuscript and the editorial work required, the complexity of design, the kind of artwork desired, the complexity of the printing, and the schedules and work loads of the various offices and vendors involved.

If you need to check on the status of your project, please email Marketing.

Your Publication's Dollar

There is no charge for the planning, editorial, design or production coordination services of the Office of Marketing and Public Relations. There is a charge for photography and printing, as well as for any free-lance design or illustration services that are needed. An estimate of these costs can be prepared when the Marketing and Public Relations Office knows the quantity to be printed and establishes the format and design.

Copy Preparation

In almost all cases, you are responsible for providing the original copy that will be used in your publication. We have writers on our staff who do original work for a few major university publications. In most cases, however, we edit the manuscript that you have produced.

A clear, easy-to-read manuscript facilitates editing, designing, typesetting and proofreading. Here are some necessary guidelines to follow as you prepare your copy for a publication:

  1. You can either provide a disk or you can e-mail your copy.
  2. If you provide a disk, it can be either PC or Macintosh, preferably in Microsoft Word.
  3. Do not type the copy to fit into a particular space or try to simulate the finished printed product.
  4. Include all the material to be set in type: the information to appear on the cover, coupons or forms, captions, mailing permit, return address.

Our university editors have two major functions: to communicate your message as effectively as possible to your particular audience and to ensure that all university publications present a coherent and consistent image of Furman. You will always have a chance to review edited copy before it is printed.

While there are some stylistic preferences that are largely a question of taste, there are also rules of grammar, punctuation, capitalization and usage that are not a matter of opinion. Our editors use the University of Chicago Manual of Style and the Associated Press Stylebook to resolve general questions. This allows the university to communicate in a consistent manner with all its outside audiences.


You will see a final proof of your job before it goes to the printer. As you check your publication, you need to review the following items:

  • All type. Please proofread carefully, particularly names and dates. It is your responsibility to check spelling. Remember, spell check (and our editors) will not catch everything.
  • Photo captions. Check to make sure each photo caption is correct and that people are identified correctly.
  • Quantity. Make sure that the quantity we have listed is what you will need. It is much more expensive if we have to reprint.


We can schedule photography or use photography from university files, or you can provide photography. If you provide scanned photography on disk, be aware that we cannot be responsible for the final quality. Scanned photography on disk should be saved in TIFF or EPS format and at least 300 dpi at the size it will be printed.


Marketing will obtain several bids for a printing project and then will choose a printer who can produce both a high quality and cost-efficient job. You will be asked to approve the cost before the job is sent to the printer.


Once printed, your job will be delivered to your department or to another location you have specified. When it is delivered, you will need to check the quantity on the receipt against the quantity being delivered. Be aware that the printing industry has a list of printing customs that are in general use throughout the United States. One of the most important of these is the "10 percent rule." Because of the difficulty of estimating exactly how many good copies of a publication can be produced from a certain amount of paper, a printer is allowed to deliver and charge a customer for up to 10 percent more or 10 percent fewer copies than were ordered. You should take this into account if you must have a specific number of copies. If you are ordering a reprint with or without changes, please send a sample of the publication to Marketing.

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