As a PR professional, over a period of time we become more of Proof Reader professionals rather than Public Relations professionals. After scanning and checking plethora of print-proofs like annual reports, brochures, newspaper ad creatives, company diaries, calendars, posters, house journals etc., you are bound to become one. The gravity of situation can be understood from the fact that now when I get a printed invitation card from a family or friend, my eyes quickly scan it for printing errors first. Professional hazards, you see. So over past 28 years of work, I can safely proclaim about each possible printing goof-up that I have been there, done that. So here is a check-list to ensure that you can learn from the mistakes of others, including me.
1- If there are last minute changes in photograph and its placement, do check that the captions have been accordingly moved with the photos.
2-If a Hindi or another language translation has been done, please ensure that final changes in the original copy in text and photos have been carried out in the translated version.
3- Check for shifting of dates in a calendar ( going for printing) at different stages of proof correction and final printing. One tab to the right or left can result in the whole lot of prints going waste if dates are screwed up.
4- Please do check the phone numbers being printed in RSVP or at other places. Here too one mistake can cost very heavy.
5- Do take a print out of finally cleared copy just before going to print. It may so happen that the designer forgets to save and sends an older version for printing. If you don't have a proof of the version you gave okay to, your career will depend on the integrity of the designer and the agency.
6- Before taking approval for photographs from seniors, ensure that the photos are high resolution and print-worthy. Because if approval is taken and then photo is of low quality, one will have to seek approval again, which is never an easy thing to do.
7- Before using photos, please ensure that necessary permissions and copyright approvals, where ever required, are in place. If a photo is used and the owner of the brand objects, it becomes very complicated.
8- Triple check names, designations, seniority, placement etc. for diaries, advertisements, invitation cards etc. A slight error or lapse can lead to major consequences.
9- If newspaper ad has to reach far-off areas it is better to give go-ahead to creative much in advance. Newspapers for non-city locations get printed in the afternoons, and if you give creatives for a next day ad in the evening, you will miss out on these late city and town editions.
10- Go for the optimum print run in the first go. Second or third runs are costlier unit-wise. Fixed cost gets added every time, irrespective of the number of copies.
Will add more if I get around to updating this post. 28 years call for 28 mistakes at least. All are not mine, but I was directly or indirectly aware of such goof-ups in real life.
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