Know-How Exchange : Advertising/PR

W.M.M.A. thanks for the reminder. Sign offs are critical, but I'd love to know the details of how you make this happen. Not strong-arm techniques (those might be handy later) but "nuts & bolts" -- what are the motions your group goes through to ensure error-free, quality work goes out of your shop/department/agency?

I specialize in providing printing, personalization, and mailing services to ad agencies. Before moving to the vendor side of the business I worked for several years as a production specialist at a renowned agency. Every project is urgent, because every client has wasted most of their schedule making multiple rounds of changes. Every client believes their project is the most important. Every agency I work with is operating in a "need it now" frame of mind. The fast paced agency environment breeds account managers who feel they need to skip important quality control procedures in order to make a deadline or satisfy a demanding customer. Utilizing QC procedures is absolutely essential, regardless how busy everybody is or how far behind schedule a client's project may be. Taking the time to accurately QC may jeopardize your ability to deliver a revised proof or new copy before a client requested deadline, but eliminating the possibility of error is well worth the time invested. My QC golden rules are: Two sets of eyes look at everything; ALWAYS get client instructions, requested changes and approval in writing; Document everything. Also, every employee who is involved in performing QC steps should be following a set of established guidelines. Consider using a QC form. There really are no shortcuts. The best way to increase efficiency is to prevent mistakes at the front end in order to avoid the costly time and expense of fixing errors at the back end.

The easiest way to handle QC's is to E-mail PDF's to everybody involved in the project, at least for the initial samples and the first couple rounds of revisions. Request a respond by time/date for each round of samples. Once you have final samples the client should be looking at high res digital proofs. Hiring a traffic coordinator would be a good idea if you have the volume of business to support the position. Traffic assumes the responsibility of routing samples and getting sign offs. Department heads should be responsible for approving specific elements, such as a change in artwork being approved by the graphic design manager, etc.

Thanks, Erik. I think you've hit on the real issue: the lack of established guidelines, written and shared, reviewed and updated, etc. Each member of the production team seems to be bringing in their own "best practices" or "favorite how-tos" and there is no consistency. Do you have guidelines that you'd be willing to share? Does anyone have real-world, nuts & bolts how-tos?