3 Conceptualization and planning

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Publishing is a complex and resource-intensive activity that requires careful planning. Create a comprehensive publishing plan with a bird's-eye view of topics, audiences and timing to see how publications (and the resources involved in producing them) interact with each other.

3.1 Choosing your publications

Carry out a detailed analysis of each publication's justification and requirements. Minimally, this analysis should be a discussion within your team to ensure that each publication is truly worth the investment of human and other resources. Ideally, use the Publications Workflow System (PWS) for this exercise by answering the questions below in the rationale, as well as other PWS fields, during step 1 and step 2 of the 10-stage process. The unit publications coordinator can then export the data from the record and submit it to the Editorial Committee along with the publication proposal. Later, the project manager or publication coordinator for the publication can reassess by reviewing the PWS record at various stages throughout the process to ensure the project continues to be justifiable and stays on track.

Why are you doing it?

• Is it guided by your programme of work's general objectives or concrete goals?
• Did a governing, technical or statutory body request the publication in a formal report? 
• Does it address a real need?
• How will the publication contribute to transforming agrifood systems and how does it map to the four betters and PPAs?
• Does it add value to the conversation? How is it different from existing or planned publications produced by other divisions or offices within FAO or by other organizations?^b

What is it about?

• What are the main subject areas, planned content, structure and unique selling points?
• Is the scope clearly defined?
• Does it demonstrate significant new knowledge or understanding of the topic?
• Is it technically sound, unbiased and complete?
• Does it offer a clear synthesis of the information and are its conclusions supported by the material presented?
• Are FAO’s core messages clear and in evidence? 
• Is the publication consistent in terms of its content and aligned with other FAO publications?

Who is it for and what format will it take?

• Who is your primary audience?
  • Where are they located?
  • What language do they speak?
  • What is their age and education level?
  • Why are they interested in the subject?
• Have they expressed a need for it?
• Do you seek to expand an existing audience?
• Is the market size or the need for this content large enough to warrant the cost of publication?
• Is the content scientifically and technically appropriate for the audience’s needs?
• What is the best format (e.g. digital, print, audio, video) for their needs? Does it communicate the message and information clearly? Is the design user-friendly?

Who will be involved and what resources are required?

• What financial resources are needed to realize the publication in the time required? 
• Is the available budget adequate to achieve the desired quality and impact?
• Would a partnership approach (with other divisions in FAO or external partners) be an effective means to develop content, produce the publication, assist in decision-making, or review and clear the manuscript? See 2.5 Copyright, co-publishing and Open Access for further information.
• Have relationships with partners been cultivated with this topic in mind? If not, is it worthwhile to actively seek a partner for technical input?
• What human resources – internal or external – are required to produce the publication (e.g. project manager, researcher, writer, editor, graphic designer, multimedia specialist)?
• Will it be translated into other languages? What resources are required for translation?
• What kind of research is necessary? Is data collection anticipated?

How will you disseminate and promote it?

• Is the information that is presented timely and up to date?
• Is the expected “shelf-life” appropriate for the type of publication?
• Does it address a crisis, emergency or other current event that requires it to be published urgently? 
• Does the projected publication date coincide with a relevant event or launch of related material?
• Where will you disseminate it?
• How will you let your target audience(s) know of its existence and where to access it? 
• How will you engage with your target audience(s) following the publication's release?
• Who will be responsible for developing and carrying out the marketing strategy? Note that OCCP manages corporate-level marketing activities (see 2.6 Publishing support for details). For guidance on dissemination and outreach at the divisional or office level, see Publishing project management (forthcoming).

How will impact be measured?

• What possibilities are there for user feedback?
• Does the publication actively engage with its users?
• What tools will be used to quantify the results of the efforts? Who will gather these metrics?^c What will you do with that information? 
• The full impact of a publication may take years to become evident: what are the metrics to help gauge the impact on a qualitative level (in terms of policy change, change in behaviours, etc.)? 
• How will this evaluation help you prioritize the future use of publishing resources?

3.2 Developing a publishing plan

Compile a list of the high-level (tier 1 and tier 2 of the taxonomy) publications that your division or office will produce (flagships, project reports, etc.). Add to the list anything that you wish to publish for an important event (e.g. an International Day) and titles that have been proposed by members of the team in line with the FAO Strategic Framework and target audiences. Work backwards from any important dates you have noted to ensure you have adequate time and resources to carry out the development of the publications. Products from tier 3 and tier 4 do not necessarily need to be included in the publishing plan.

Ensure that you include the integral characteristics of the planned publications, such as:

• topic;
• taxonomy type;
• primary audience;
• format(s);
• which of the four betters and PPAs it addresses;
• whether there will be collaboration with other FAO divisions or external entities;
• projected publication date; and
• whether there is an associated event or launch.

Carrying out this exercise and comparing your planned titles against those of other divisions or offices will help you evaluate whether i) each publication is truly necessary and adds value; ii) there is any duplication or excessive overlap between publications; and iii) you have the resources available to make it happen. You may find you want to shift the timeline of publications, choose a different format for a knowledge product, actively seek a co-publisher for a particular publication, postpone a project for a later publishing cycle, or even abandon a project altogether.