Jill Wedge

Newcomers to corporate communications say the thing they find hardest to deal with is getting approval on copy and proofs from senior management. Journalist Jill Wedge gives a few useful tips on how to deal with awkward customers.

The sign off route can cause a frustrating and stressful log jam in the production process. And it can be quite daunting for some new editors or communication managers to have to chase up executives or board members for approvals.

My best advice is to get in early and manage their expectations:

• Well in advance, explain the purpose of the magazine (particularly if it’s new), who it’s going to, the role of this particular story within it and what you are expecting them to contribute.  Spelling out if it’s a feature or a news story, if photos are to be taken etc helps too. Set up a time for photos now, if need be, as their diaries are often jam-packed.

• If they are supplying copy, give a clear word count, a clear deadline and then ring them or their secretary to check that all is going to plan – or do they need a deadline extension?

• If they are being interviewed, explain at the interview when they’ll receive written copy, then repeat how long they’ve got to approve it.  Always check their movements – they might be off on a three-week holiday!  It’s also worth reminding them of the copy length at this stage, and that if they make additions, they’ll have to delete something too.

• Clarify deadlines and tell the approver when you need their sign off – and what will happen if they don’t meet the deadline (costly amends to time-dependant features/print re-scheduling etc).

• Don’t be shy of giving exact dates for deadlines rather than a vague ‘end of next week’.  It makes you sound more professional and gives them something to work to. 

• And if you fear they’ll still ignore your deadline?   Give a false, early one.  It buys you time if the worst happens.  If you find a repeat offender – go and see them to talk about future issues.  Give them lots of attention and opportunities to get their message across in your magazine or website. Then keep that dialogue as frequent as possible so they know you’re on their side. They’ll get to understand how difficult it becomes if they delay you – and all the other senior people’s articles!  You might even find one of their peers can help you out if they think their own agenda is at risk.

Jill Wedge has been a journalist for more than 20 years.  She took the National Council for the Training of Journalist Proficiency Certificate and worked in newspapers before moving into public relations and then corporate communications. See http://www.vibrantcomms.co.uk/ or telephone 08707 658111 or 07941 115029. E-mail: info@vibrantcomms.co.uk

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