Before you begin to write the copy for your publication, ask yourself some basic questions. Answering these questions will help you define your project and your audience. Purpose
What is the primary purpose of this publication?
Are there any other goals?
How do I want people to respond? Audience
Who is this publication for?
What do they need to know?
Does this audience receive other kinds of communication from the Bloomberg School or University and how will this publication mesh with those?
What tone will best suit the purpose and the audience of this publication? Content (Text and Images)
How should I convey this information to my audience?
What nuts-and-bolts information do we need to provide?
What other messages do we want to convey?
What images would be best suited the purposes of the publication?
Based on the purpose and audience, what tone or voice should the text have? - Second person (“we” and “you”)?
- Third person (“The Center” and “the students”)?
- Friendly language? Or more formal?
Format
Is a printed publication the best format for this publication?
Would something like an email work better?
What printed format is most effective: brochure? A postcard?
How many will I need? Cost
How much do I want to spend on this publication?
What do we expect to gain from it?
Are we willing to pay for professional quality images and artwork? Who Is Involved?
Who will write the text?
Who will approve the photography?
Who will serve as the contact with the Office of Communications?
Who has the final approval on this publication before it goes to press? | 
