Industry guide written by the entire PR agency team. How did we execute our first self-publishing project?

At the end of 2018, we decided to create our first joint publication. This practical guide was not intended to be an academic textbook but rather a synthesis of knowledge from various fields we deal with in the execution of diverse projects.

Our goal was to create a narrative that is coherent in its tone yet diverse. The publication has several authors, each of whom works daily on slightly different tasks, has a completely different perspective, and, consequently, a different style. However, we did not want to heavily intervene editorially in the text layer to maintain its linguistic diversity. We believe that this variety will be a significant value for the readers.

In total, we proposed three options to the client, and a brief description of each can be found below:

Self-publishing required significant involvement from the entire team. We had to oversee every detail: from choosing subcontractors (proofreading, printing) and arranging content, ensuring consistency in the structure of texts, layout, obtaining an ISBN number, creating an online store, to establishing collaboration with the substantive partners of the project. The participation of all employees vividly highlighted the specificity of teamwork, where everyone is to some extent dependent on others – in terms of timeliness and in agreeing on content to avoid duplicating information. Each person had an impact on the final shape of the publication and its thematic scope.

Martyna Hliwa (Młynarczyk), PR Executive and project coordinator

Ebook or Print Version?

A significant part of the discussion revolved around determining the publication format. We saw both advantages and disadvantages in each solution. Releasing only the electronic version would undoubtedly be easier, but on the other hand, the tangible form of print, although more time-consuming and costly, spoke in favor of its palpable presence, making the book a kind of business card. It also provided new experiences associated with coordinating the first self-publishing project, as well as an excellent idea for a unique gift for clients.

1. Development of the initial concept for the publication. Determination of the target audience, format, print run, title, volume, and thematic scope. At this stage, decisions were initially discussed by all employees, while the final choices belonged to the investor (Publicon/Szymon Sikorski).
2. Content preparation and proofreading. Each employee was tasked with writing one section aligned with their areas of interest and derived from the projects they work on daily. To maintain narrative coherence, we developed a uniform chapter outline. At this stage, decisions were made in a narrower circle – project coordinator, team leaders, and CEO.
3. Layout. Visual identity for the book used in promotional materials and preparing the publication for printing was the responsibility of one person – our Senior Graphic Designer, Mikołaj Ławnicki.
4. Collaboration with partners. This group included recognized industry organizations: Brand24, Sotrender, and Conrego. Together with substantive partners, we developed two special chapters: one on PR law (Olesiński & Wspólnicy) and one on media monitoring in practice (PRESS-SERVICE Monitoring Mediów).

5. Selection of subcontractors. Here, there won’t be much surprise – what we needed to outsource were proofreading and printing. It required a discussion with a specialist from the printing house who presented us with the most favorable solutions. It was also necessary to make a trial print of sheets.

6. Promotional activities. Alongside our media partners (OOH Magazine and Sprawny Marketing), we prepared substantive articles addressing topics covered in the book. After the release, we also organized an author’s meeting in Wrocław. We continuously engage in review collaborations and social media activities.
You can order the book here: [turn.publistavaeg.sg-host.com](turn.publistavaeg.sg-host.com). You’ll also find the table of contents and information about the authors on the website.
Interested in receiving a review copy? Let us know which media outlet you represent and send an email to m.hliwa@publicon.pl.