For PR and Marketing Pros - 4 Simple Steps for Managing Revisions to Squeeze More From Your Budget

In these lean times, every company wants to squeeze maximum value out of each dollar spent on marketing or public relations materials.

When producing marketing or public relations campaigns, one of the best ways to get more for your money is to manage your projects to reduce cycle time and costly rework and revision. A certain amount of revision is to be expected, but managing the project to keep rework to a minimum is the key to making the most of your budget.

On some marketing or public relations projects that require lots of graphic work, revisions typically account for 50% of the graphics charges. In other words, if you knew the first time exactly what you needed and communicated this vision precisely to the artist or designer, and got it "right" the first time, your costs would be about half. In the real world, this is seldom possible, but you can come close with effective project management.

Revisions are costly because in addition to the labor of making the change, each revision requires a series of handoffs and coordination, plus administrative work, adding to the general complexity of project management. The work usually must be re-routed and re-proofed, too. So you can see that the "general overhead" attributed to revision work can add greatly to your costs.

Here are some ways to get more for your money:

Text revisions. Negotiate this when you secure a writer. Text revisions require that the writer rework the text, and that the team reproof the copy. Ask about your writer's policy on revisions. If the writer works on an hourly basis, you'll be responsible for all revision costs. Some firms work on a flat-fee basis. In this case, ask about their policy on reworks and revisions. For example, our firm includes two sets of revisions at no charge, as a means of guaranteeing satisfaction with our work. After that, revisions are charged proportionally.

Graphics revisions. Here's where your costs can really jump if you have a lot of back-and-forth. What may seem like a minor change can actually be a fairly time-consuming encounter for the artist. Their charges for original artwork and revision incorporate the significant cost of the sophisticated computer equipment they use. So think ahead, and when you see the first proof, examine it closely and try to communicate all your changes at once. Retouching, stripping, proofs and alterations all add to your cost basis. When you get a quote from a designer, explain that you anticipate at least one round of revisions, and ask them to quote on that basis. Then add 25% for contingencies.

Printing revisions. Revisions by the printer will cost lots of money. That's because every step in production has to be retraced, and physical property like plates and negatives have to be destroyed and redone. The way to eliminate these costs: proof, proof, proof. Proof again. Double check. You get the point. Make sure you are happy with the piece before it goes to the printer.

Bottom line tips:

1. Inquire about vendors' revision policies. Build in a certain expectation for revisions, and ask for that to be specified in your quote. Ask some key questions when getting quotes, such as, "How much do you charge for revisions? How many revisions do most of your projects go through?" Not every customer asks these questions, so vendors may not have standard answers. Shop around until you find vendors you are comfortable with.

2. Budget wisely for contingencies. Ask, "What other variables, based on your experience, should I be budgeting for? What contingencies do your customers regularly encounter that may affect this project?" This question puts some of the burden on the vendor to anticipate your needs.

3. Take each proof seriously; treat each draft as "final." Don't treat them as rough drafts; try to incorporate all your changes in the initial draft. And proof your projects in a timely fashion. If several people have to proof the document, follow up with them to return the proof quickly. The more time that elapses between the draft and the next stage, the higher your revisions costs will be.

4. Proof, proof, proof, early and often. Don't rush your proofs just to "keep the project moving." Take the time to assure your satisfaction at each step of the process.

These steps will not only reduce your final cost, but will reduce the start-to-finish cycle time of your projects, too, allowing you to take your message to the market sooner.

Finally, by spending more time on the "front end" to get it right the first time and reduce fruitless re-work, you'll be improving the overall level of your quality greatly, even while you reduce your costs. Your customers – and your accountant – will notice a big difference!