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PR AND PRINTING PROCESSES:Fundamentals Of Printing

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 39
PR AND PRINTING PROCESSES
Overview
Printing is and has been an important tool of public relations. It is important that a PR professional should
know about the printing processes, its fundamentals and its various important segments required for
outstanding results etc. besides explaining about different processes and printing methods.
Why is printing important in PR?
---A principle medium for disseminating information, a primary function of PR.
Fundamentals Of Printing
·Types & uses of printed material in public relations.
·Methods of distributing public relations printed matter.
·Printing processes & techniques.
·Preparing copy for printing.
·Typography.
·Engraving.
Why Important?
PR professional should know about print, printers, printing methods & printing Requirements.
Generally
Important to distinguish between 5 main processes of printing.
1. Letterpress
2. Lithography
3. Photogravure
4. Flexography
5. Silk Screen
PR and Printing Processes
Printing Plate (Type, blocks, electro etc)
Letterpress
(Relief process ­ Printing surface raised)
Printing Plate (Photographic)
Lithography
( Planographic process ­ Printing surface level )
Photogravure : Recessed surface
Printing Plate ( Photographic )
Grid or resist formed by edges of cells etched into surface
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Fundamentals of Public Relations ­MCM 401
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Typography: The point System
Letterpress words in metal, while wooden words used for printing large posters.
Typefaces (individual type designs) are measured by point system originating to USA.
Typical typestyles were 6, 12 & so on e.g.
See below:
Fonts: A in 12 points A in 20 points A in 24 points & so on
Style: A in ARIAL style A in Calligrapher style & so on
Different Names Of Fonts In Use
ARIAL, BROADWAY, CALLIGRAPHER, ALGERIAN, BAZOOKA, HEATHER, CASTELLAR,
FORTE, LUCIDA, SCRIBBLE, GEORGIA & TIMES NEW ROMAN
Letterpress
It is a printing process that works by taking hard type (lead, magnesium, and polymer) applying ink to it and
the having it striking paper under great pressure. It works in much the same way a rubber stamp works
except the hard type actually penetrates the paper leaving a product that has depth and feel. Both can be
adjusted by varying the amount of pressure.
Offset Printing
In the early part of 20th century, it was discovered that ink could be transferred from the lithographic
surface to an intermediate rubber surface & then to paper. The rubber intermediate, called a blanket, can
transfer ink to paper and to a wide variety of materials that cannot be printed directly, including plastics &
metals. As the soft blanket conforms to the texture of the surface to be printed, lithographic image quality is
unrivaled.
Photogravure Printing
Photogravure prints an image from an etched copper engraving plate that is created from a transparency of
a photographic image. The photogravure printing process produces a photographic image composed of fine
lines rather than dots.
Silk Screen Printing
This is based on the Stencil principle. The printing area being cutout to allow the ink or paint to be pressed
through the space which is covered with a screen of silk, nylon or organdie mesh. This is an old Chinese
invention.
Types Of Paper Used For Printing
1.
Newsprint
A cheap, absorbent paper suitable for newspapers.
2.
Offset paper
A super calendared & polished paper suitable for magazines, letterheads, prestigious stationery.
3.
Imitation Art
A polished paper with china clay content.
4.
Art Paper
A high class paper with a coating of china clay or similar substance on one or both sides which is highly
polished.
5.
Antique Paper
A very rough, bulky, absorbent paper.
Some important tips for printing.
Copy Tips
·Copy should be typewritten in double spaced lines.
·At least 1 inch should be allowed for margins on left & right side of paper.
·Don't carry a paragraph to another page.
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Fundamentals of Public Relations ­MCM 401
VU
·Type only on one side of paper.
PR And Printing Processes
·Place the word "continued or more" at the bottom of page if copy continues to next page.
·Number pages.
·Clearly indicate end of copy.
Artwork Tips
Photos, drawings, tint blocks & other decorative matter should be marked for size & position in the
finished job.
Layout Tips
·In selecting type variations for a layout select type that will reflect the message you wish to convey.
·Select type variations which will harmonize & avoid too many type variations.
·Best to confine to family of one type family.
Fundamentals Of Printing
·Types & uses of printed material in public relations.
·Methods of distributing public relations printed matter.
·Printing processes & techniques.
·Preparing copy for printing.
·Typography.
·Engraving.
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING