Integrate In-plants Into Workflows

Don't be afraid of electronic distribution. Let a document's content and intended audience determine how it gets delivered.

Will new electronic distribution methods diminish your position within the organization? The answer depends on your response. New forms of delivery can actually make an in-plant more tightly integrated into an organization's workflow.

In-plant managers are in the best position to determine the most efficient methods for document delivery, based on a document's content, timeliness and readership base. In most cases, documents will be delivered in several formats to provide convenient access to all users. Expanded delivery choices create a greater need to manage the process. Who better to assume these responsibilities than the in-plant?

"In-plants should become the document gatekeepers of the organization," declares Larry Aaron, former executive director of the International Publishing Management Association. "It's a vitally important position and one that is not being filled in many organizations."

Aaron says in-plants should survey customers to determine how they prefer to receive different types of information.

"When creators send documents, they use the format most convenient for them, which is not necessarily the most convenient one for recipients," he explains. "It's not intentional, it's just not their job to know how users prefer to view information. By offering customized delivery, in-plants gain the appreciation of their customers, while at the same time helping an organization achieve more efficient distribution of mission-critical applications."

The most popular new methods of document distribution are intranets and Web sites. In-plants should establish a relationship with the Information Systems department and any other group involved in creating intranet or Internet networks. Find out what the rules are for posting documents. If there's anything you need to do to be a good corporate citizen, make an effort to do it.

That will go a long way toward gaining the support and assistance of the IS group. They may return the favor down the road by championing your ability to deliver documents efficiently on electronic pathways.

Creating An Alliance With IS

At Brigham Young University, for example, the University Computing Services and Print Services departments created an alliance that achieves a more efficient division of labor. As part of the arrangement, Computing Services helps design and support networked digital printing equipment, while Print Services assumes responsibility for the computing group's publishing needs.

"They don't want to be in the publishing business and we don't want to be in the computing business," explains West Barton, director of BYU Print Services. "This agreement allows each of us to concentrate on the services we are best equipped to provide."

At BYU electronic distribution augments traditional publishing methods.

"Print Services produces black-and-white, spot-color and full-color documents on networked digital printers and goes direct to plate for press-bound jobs," Barton says. "We also publish documents on the intranet and the Internet."

The document's content and intended audience determine distribution techniques. "Flyers, letters and memos intended for employees are posted on the intranet, which can be accessed only by faculty and staff," Barton explains.

Many publications for and by students are printed and posted on the university's Web site. While the intranet and Internet have not replaced printed output, the university has reduced print volumes for some publications as a result.

Multiple Distribution Formats

"Most documents are distributed in several formats, not just one," Barton continues. "Not everyone has access to the Internet, so we still print many publications. I determine the appropriate mix, depending upon the needs of our students and faculty."

The university now prints 12,000 course catalogs, instead of 30,000, because the catalog is also available on the Internet. Print runs for class schedules have been cut in half since they, too, are now available electronically. The alumni publication, on the other hand, continues its full print run, despite the fact that it is also published on the Web.

"Many of our alumni have access to the Internet, but it's much more pleasant to read a printed magazine, rather than look at it a screen at a time," Barton explains.

The campus newsweekly has adapted to the digital age as well. The paper was trimmed in size, but color was added. "Since some information is now available from other sources, we shortened the newsletter, but added color to make it more attractive," Barton says.

Course materials are posted to network servers and printed on demand by Barton's staff. Departments throughout the campus send in electronic files for production. "You could call us 'the keeper of the keys' for documents. We pull files from network servers and output them in whatever formats are required,"Barton says. "We also store documents on-line so we can reprint them as needed."

On-Line Storage Attractive

Since on-line storage augments digital production techniques, it is a service that in-plants should add to their menu. Manuals, marketing materials, forms and other documents printed on demand are logical choices for on-site storage.

Ambitious in-plants can take this process a step further by creating a corporate library—complete with an index—for documents and images that would serve as good reference tools for users throughout the organization. In-plants can add legacy hard copy documents to the library using scanners built into copying and printing devices or, if volume warrants, by leasing or purchasing a separate networked scanner.

An in-plant that is linked closely with corporate archives and resources gains a valuable foothold within the corporate structure.

Electronic documents present many opportunities, but they also present many challenges. Most in-plants request that documents be submitted in PostScript, which solves many of the formatting issues inherent in accepting files from varied application programs and platforms.

In-plants that post files electronically encounter a new set of variables. To maintain an identical look and feel to documents, many in-plants are turning to Adobe's portable document format (PDF). PDF was created to enable users to port PostScript documents to various electronic platforms without losing the identity of the document. A PDF file maintains its appearance when printed, viewed or posted on any electronic forum. Its flexibility is enhanced by an affordable price tag. On-site training and installation is available through printing vendors like Danka, in partnership with Adobe value-added resellers.

Document Savings

It's important for in-plants to publicize the results of cost-saving activities. In-plants that have spearheaded the move to on demand printing should document dollars saved by eliminating waste and obsolescence for several leading applications. If in-plant managers cut costs by distributing documents electronically, it makes sense to collect and disseminate that information in a report to management.

These efforts can reap tremendous rewards as high-level corporate executives are made aware of the valuable contributions of the in-plant. These numbers can also be used to justify additional expenditures on networked printers and other production needs.

If you still think electronic distribution methods threaten the future success of the in-plant, consider this analogy: Many said the rapid release of movies on videotape would cut theater attendance. Theater owners responded by upgrading facilities to offer high-quality stereo sound, stadium seating and a more elegant environment. As a result, box office averages are growing, not declining.

In-plants that do not upgrade services may lose ground as the industry changes. On the other hand, in-plants that expand services stand to gain an even tighter foothold within the organization.