Publications Program
Penn State has established a comprehensive program to maximize the effectiveness of University communications. This program is outlined in University Administrative Policy AD-61, University Communications through Advertising, Publications and Media Relations. The policy states in part that it is “the policy of the Pennsylvania State University that the development and application of marketing and public relations strategies across the breadth of the University rest with the Office of University Relations.”
“The Vice President for University Relations is charged with oversight for the development of marketing and public relations strategies, and for coordinating the external communications activities of the entire University. All external communications activities of the University will be coordinated through, and approved by, the Office of University Relations. These activities will include, but not be limited to publications (including print and electronic "e-publications"), logos and unit identity (including development of any special symbols and indicia), etc.”
In administering this policy, the Vice President for University Relations has declared that all major image publications, including all student recruitment and fund raising publications, must be designed and produced by the Department of University Publications unless the Department decides it cannot meet the requesting unit’s needs.
By using the links on this site, you can find information to help you in the creation of a publication.
Department of University Publications
The Department of University Publications is part of the Office of University Relations, which reports to the Office of the President. University Publications is responsible for the University's image in print, graphic identity program, visual and editorial standards, and the quality of its print communications.
University Publications provides a number of important services. It serves as an advising center for any person or department that has questions or needs assistance with any matters pertaining to graphic identity, visual and editorial standards, print and web guidelines, and producing publications. It advises the University’s licensing program on the appropriate use of our registered marks and symbols by external agencies. It works with the Office of Physical Plant to ensure consistent University sign standards. It directs the University Editor Representative System, and produces high-quality publications, websites, and marketing materials.
University Publications works closely with University Marketing to produce effective advertising and marketing campaign materials that reflect the University's strategic communications objectives. It works with Enrollment Management and Development to create and produce lead recruitment and fundraising materials. It works with the campuses and colleges to develop integrated marketing materials for recruitment and promotion. The services of Publications are available to all University units, systemwide.
University Publications plays a crucial role in defining the University's image to the public and ensuring graphic and editorial standards that contribute positively to our reputation. In support of these efforts, the services of University Publications are provided cost free to all units.
Working With University Publications
Publications provides many services, but problem solving and strategic thinking are perhaps the most important services offered. Publications will work closely with you to come up with effective and affordable solutions to your communications needs. Services include:
Planning and Advising Talking with clients about communications needs is fundamental to everything Publications does. We are available to meet with you or your group to discuss any aspect of print or electronic publications, website development, graphic and editorial standards, University identity, or the services of the department. You can call on us for general advice or reviews of existing material, or to discuss a particular project. If you wish to initiate a project, call us to schedule a planning meeting. Our approach to your project will be based on several important criteria that we discuss, including the audience, message, and how the publication is going to be used. We also will discuss the most effective format for your project and whether it needs to coordinate with other related materials.
Project Management Publications provides comprehensive project management by assigning a specialist to work directly with you to manage your project from beginning to end. Your specialist will coordinate input from the writer/editor, designer, and photographer to ensure effective presentation of your message. They will handle all the details of the production to ensure that your communication meets the University standards for quality. If you are producing a publication, we will prepare the printing specifications, work with the printer, and arrange for delivery of the printed product. If you are producing a website, we will work with your technical person or webmaster to ensure that your site is working as intended.
Writing/Editing We edit the manuscripts that come to the department to make sure they speak directly to the target audience, conform to University editorial style, and are consistent with the University’s mission. On a limited basis, we can write your manuscript, or we can refer you to free-lance writers. You also can call us for independent editorial reviews for communications that are being produced outside of the department.
Design We develop a design for each project based on the criteria established at an initial meeting. Design decisions such as size, paper stock, download speed, ink/screen colors, typography, photography, and illustrations are made to effectively communicate your message to the intended audience, while presenting you and the University in the best possible light.
Photography We use photos from our files or our staff photographer takes them specifically for your publication or website to complete the concept created by the designer. The services of our photographer and the photos we produce are used exclusively for the communications we produce at Publications.
What Do We Produce?
Publications The Department of University Publications concentrates on producing the publications that have the most impact on the University’s audiences. While these major image publications constitute most of the workload of the department staff, University units should not hesitate to contact Publications for assistance on any type of publication. A list of recently completed publications is available.
In general, the workload of the department is divided as follows. 50%
Undergraduate Recruitment
30% Graduate Recruitment
10% Fund-Raising
10 % General Promotional
Websites The department generally works on college or campuswide site development. Subject to our workload, we will work on departmental websites.
Where Do I Start?
Call us at 814-863-1870 to schedule an initial meeting. The meeting is for you to let us know your needs and for us to begin planning a strategy to meet those needs.
For the initial meeting, be prepared to answer some basic questions: Who is your audience; what is the purpose of the publication or website; how do you want your audience to respond to the publication or website; what do you hope will happen as a result of the publication or website; how much money are you able to spend producing the publication; who will receive the publication; and how will you distribute it?
If your manuscript is ready, take it to the initial meeting on computer diskette along with a printed copy. The document should be in a computer word-processing program, preferably Microsoft Word for Windows or Word for Macintosh, and should be text only (no formatting such as tabs, columns, etc.).
Publication Process
When a project is produced by the Department of University Publications, it proceeds through several steps, which typically follow the same pattern.
1. The Initial Planning Meeting
When a client (University unit) contacts the department, a preliminary meeting is scheduled to discuss the project. At that meeting, the client, a communications account specialist, a visual communication specialist, and a writer/editor (when appropriate) discuss the project—its purpose, its audience, its tone—and begin to formulate an editorial and design concept to fit the project’s needs.
2. Production
The communications account specialist organizes a production plan and starts the project on its way through the department. If any photographs are necessary, they are scheduled after consultation with the photographer and visual communications specialist. The communications account specialist will follow the progress of the project and serve as the client’s contact with the department through all phases of production.
3. Editing
An editor reviews the manuscript to determine if it is appropriate for the intended audience and also for editorial style, grammar, punctuation, and consistency of word usage.
4. Design
After the manuscript has been edited, a visual communications specialist creates a design for the publication using the information and ideas generated in the initial meeting. This design is presented to the client as page proofs—copies generated on a laser printer that have all of the artwork and text in place—with choices of colors, photos, and paper noted.
5. Page Proofs
The proofs are checked by the client and a Publications proofreader, and revised proofs are generated by the visual communications specialist (this process can repeat several times). Upon approval of the design solution, the communications account specialist will obtain prices for printing. After final proofs have been approved, the visual communications specialist prepares the project for the printer.
6. Print Production
The communications account specialist coordinates the project with the printer. Printer’s proofs—bluelines, color match prints, and composite proofs—are provided by the printer and are carefully checked by the visual communications specialist and communications account specialist. The client is responsible for the final review of the blueline. Proofs are returned to the printer, who completes the project.
Website Development
When a website is developed by the Department of University Publications, it proceeds through several steps, which typically follow the same pattern.
1. The Initial Planning Meeting
When a client (University unit) contacts the department, a preliminary meeting is scheduled to discuss the project. At that meeting, the client, a communications account specialist, a visual communication specialist, and a writer/editor (when appropriate) discuss the project—its purpose, its audience, its tone—and begin to formulate an editorial and design concept to fit the project’s needs. Be prepared to discuss the type of information you plan to include on your site and the way you would like your intended audience to use it.
2. Outline
An outline of the various levels of the intended website is prepared by the client. This should clearly indicate the primary links from the main, or home page so that the visual communication specialist can design a page that incorporates all of these links.
3. Design
After receiving the outline and a few "pages" of content, a visual communications specialist creates a design for the site using the information and ideas generated in the initial meeting. This design is presented to the client as page proofs—copies generated on a laser printer that have all of the artwork and text in place—or as an Adobe PDF file ready to view on computer.
4. Proofs
These "proofs," or sample pages, are checked by the client. Alterations are made when necessary and revised proofs or PDFs are generated. After final proofs have been approved, the visual communications specialist prepares the project for the web developer.
How Long Does It Take?
Every project is different, so it is difficult to say exactly how long it will take to produce your publication or website. The amount of time it takes to produce your publication or website primarily depends on:
- 1. Having all the people who will approve the design at the initial planning meeting so that everyone is responding to the same criteria.
- 2. How complete the manuscript is when we receive it.
- 3. How much original photography needs to be taken.
- 4. The number of times the publication or website is revised during the creative process.
Give us a call as soon as you know you need a publication or website and we can discuss the timetable.
How Much Does It Cost?
As a central unit of the University, available to assist all departments at all locations, we do not charge for our services. However, the client department is responsible for production expenses related to services provided by a printer or another third-party supplier. There may also be some expenses associated with specially requested photography, which may include the cost of any travel or overnight accommodations for the Publications photographer.
Recently Completed Projects
For samples of recently completed projects, please give us a call at 814-863-1870. We may need to refer you to our client department as the number of samples we have is limited. Please remember that the client department may not have sufficient copies to share with you.
University Editor Representative System
University Editor The University Editor, who is also the Director of University Publications, oversees the production of the University’ts printed communications and the network of University Editor Representatives.
The University Editor Representative System University Editor Representatives (U.Ed. Reps.) act as a point of contact on publications issues for their University units on behalf of the University Editor. Through the network of U.Ed. Reps. in each college, location, and administrative division, requests for publications are channeled to the appropriate office for production and printing. All student recruitment, fund-raising, and major image publications for the University are sent to the Department of University Publications, where they are edited, designed, and produced. Other publications can, at the discretion of the U.Ed. Rep., be produced by a local designer, printing company, etc.
Contact your unit University Editor Representative or the Department of University Publications to discuss your project.
Contact For questions about the U.Ed. Rep system or to change a listing of a representative contact Karen Magnuson, assistant director of University Publications and manager of the University Editor Representative System, 814-863-1870.
University Stationery
University stationery including letterhead, envelopes, and business cards, is a standard design throughout the University and must be obtained from the Penn State Multimedia & Print Center.
Contact the Multimedia & Print Center at 814-865-7544 to order your stationery.
The Pennsylvania State University ©2009
The Visual and Editorial Standards website is produced and maintained
by the Department of University Publications.
Questions and suggestions may be directed to jth3@psu.edu