Integrative outsourcing
Corporate Publishing: In-House or Outsourced? This question is not new, but it really shouldn’t be asked anymore. Instead, the goal should be an outsourcing solution that allows for the optimal integration of internal resources.
Corporate publishing in-house or outsourcing? This is not a new question, but it should no longer be asked in this way. Instead, the aim should be to find an outsourcing solution in which the internal resources can be optimally integrated. more and more customer magazines are being produced by corporate publishing agencies. In contrast, the willingness to outsource employee magazines and annual reports is significantly lower. For these products, the prevailing opinion is still that it is not worth bringing in external specialists to communicate internal company information. This is often justified by the fact that outsiders do not know enough about the internal information and that working with external specialists is therefore too complicated. In many companies, the demands on the professionalism of employee information are also much more modest. The fact that employee magazines are often produced in-house is also due to the budget situation. There is still a strong tendency to cut costs when it comes to internal communication measures. Saving is simply equated with "do it yourself!". However, it is doubtful whether the in-house production of an employee magazine is actually cheaper. If the working hours of the employees involved in the project are included in a full cost calculation, and if the time used to revise the articles is included, the supposed savings potential melts away like snow in the spring sun.
First the goal, then the wayWhich is better: in-house or outsourcing? Budget and capacity criteria are not the only decisive factors in answering this question. Above all, it is important to answer the questions of what you want to achieve with the publication, what the readers' expectations are and to what level the journal or magazine should be raised. As a rule, the latter is always set very high: "professional", "convincing", "better than the others" are the predominant criteria here.
To achieve this goal, however, the company usually lacks sufficiently skilled and experienced employees. They also lack the necessary distance to be able to report on internal company events, projects and developments according to journalistic criteria.
Fill key positions correctlyOutsourcing is often equated with the complete outsourcing of a CP project. In reality, however, there are numerous nuances to outsourcing. For example, it is common to bring in specialists who are responsible for the graphic design of the magazine. Or journalists are commissioned with individual topics on a selective basis. But who assumes overall journalistic responsibility and who is responsible for the project as project manager? Answering these questions sets the course for the success or failure of a publication.
In companies that have a special communications department, it is quite possible that employees have sufficient journalistic experience to take over the editorial management of a publication. However, the lack of critical distance to the subject area and the proximity to superiors or colleagues can prove to be a disadvantage.
This is where the involvement of an external, journalistically experienced coach can provide valuable input. The coach takes part in the topic planning and author briefing, edits the texts if necessary and ensures that the journalistic and conceptual requirements are met. Thanks to his "independence", it is easier for the coach to make sensitive decisions, for example by revising a superior's article from a journalistic point of view.
Another key area in corporate publishing is project management, which coordinates all production processes from planning to delivery of the publication. It is always surprising that this function is neglected in resource planning. As a result, project management for corporate publications is sometimes delegated to employees who do not have the necessary specialist knowledge. There are specialist courses and relevant literature on the subject of corporate publishing. However, this cannot make up for the lack of know-how overnight.
The use of an online editing system opens up new perspectives in outsourcing. The fact that the people involved in the project (from different locations) have access to the text content and can follow the graphic design at the same time creates a good link between internal expertise and professional implementation.
The system allows an external coach to be used either as a project manager, editorial employee or consultant. The company has an overview of the individual project steps at all times. Together with the partner agency, the project managers in the company can divide up the tasks, taking into account the skills and capacities of all those involved.
Even if all project work is fully outsourced, the client can obtain an overview of the status of the work at any time. In other words, the online editorial system enables flexible outsourcing that incorporates the strengths of all those involved and offers absolute transparency about the progress of the project.
Workshop "Project management "The CP agency Medianovis
has been working with an online editorial system since the beginning of the year. The possibilities and advantages of this system will be presented at a workshop in Kilchberg: Tuesday, September 26, 2006, 3 to 5 p.m. (followed by an aperitif). Participation is free of charge; limited number of participants. Further information and registration on the Internet at
Daniel Steim, member of the management of the CP agency Medianovis AG in Zurich-Kilchberg.
First the goal, then the wayWhich is better: in-house or outsourcing? Budget and capacity criteria are not the only decisive factors in answering this question. Above all, it is important to answer the questions of what you want to achieve with the publication, what the readers' expectations are and to what level the journal or magazine should be raised. As a rule, the latter is always set very high: "professional", "convincing", "better than the others" are the predominant criteria here.
To achieve this goal, however, the company usually lacks sufficiently skilled and experienced employees. They also lack the necessary distance to be able to report on internal company events, projects and developments according to journalistic criteria.
Fill key positions correctlyOutsourcing is often equated with the complete outsourcing of a CP project. In reality, however, there are numerous nuances to outsourcing. For example, it is common to bring in specialists who are responsible for the graphic design of the magazine. Or journalists are commissioned with individual topics on a selective basis. But who assumes overall journalistic responsibility and who is responsible for the project as project manager? Answering these questions sets the course for the success or failure of a publication.
In companies that have a special communications department, it is quite possible that employees have sufficient journalistic experience to take over the editorial management of a publication. However, the lack of critical distance to the subject area and the proximity to superiors or colleagues can prove to be a disadvantage.
This is where the involvement of an external, journalistically experienced coach can provide valuable input. The coach takes part in the topic planning and author briefing, edits the texts if necessary and ensures that the journalistic and conceptual requirements are met. Thanks to his "independence", it is easier for the coach to make sensitive decisions, for example by revising a superior's article from a journalistic point of view.
Another key area in corporate publishing is project management, which coordinates all production processes from planning to delivery of the publication. It is always surprising that this function is neglected in resource planning. As a result, project management for corporate publications is sometimes delegated to employees who do not have the necessary specialist knowledge. There are specialist courses and relevant literature on the subject of corporate publishing. However, this cannot make up for the lack of know-how overnight.
The use of an online editing system opens up new perspectives in outsourcing. The fact that the people involved in the project (from different locations) have access to the text content and can follow the graphic design at the same time creates a good link between internal expertise and professional implementation.
The system allows an external coach to be used either as a project manager, editorial employee or consultant. The company has an overview of the individual project steps at all times. Together with the partner agency, the project managers in the company can divide up the tasks, taking into account the skills and capacities of all those involved.
Even if all project work is fully outsourced, the client can obtain an overview of the status of the work at any time. In other words, the online editorial system enables flexible outsourcing that incorporates the strengths of all those involved and offers absolute transparency about the progress of the project.
Workshop "Project management "The CP agency Medianovis
has been working with an online editorial system since the beginning of the year. The possibilities and advantages of this system will be presented at a workshop in Kilchberg: Tuesday, September 26, 2006, 3 to 5 p.m. (followed by an aperitif). Participation is free of charge; limited number of participants. Further information and registration on the Internet at
Daniel Steim, member of the management of the CP agency Medianovis AG in Zurich-Kilchberg.
