Our world today is fueled by digital and visual content. As a soon-to-be public relations professional, it is likely you will be creating visual content to develop a relationship and engage with your client or company’s audience. However, you might not be an expert in design software, such as the Adobe Creative Suite (Photoshop, Illustrator and InDesign). It is likely you will have to work with a graphic designer to reach your creative goals.
Know your objective. What do you want to achieve through this visual content? How do you envision the graphics? Know what you want so you aren’t wasting your time or your graphic designer’s time because we all know time is our most valuable resource.
Be able to describe what you want, but give the designer some creative freedom. Before meeting with your graphic designer, write down what you want to you can easily explain what you would like to see in the design. However, remember that the graphic designer is the expert. You should give him or her some creative freedom because the designer knows what will look best and may even create something better—something you may have never imagined yourself.
Send the right files. Ask the graphic designer about the specific files he or she needs to start creating your graphic. By asking first, you will eliminate unnecessary back-and-forth emails.
Do not underestimate the time it will take them to complete the project. A graphic is just like any other piece of art. It takes a lot of time to make. Even the simplest tasks may take more time than you think. Be patient and understanding because you don’t want the final product to look rushed.
Take an introductory course in graphic design. Even if you aren’t an expert after taking an introductory course, it will help you understand the programs that graphic designers use to create your content. You will be able to understand graphic design jargon, making it easier to communicate with your graphic designer. Also, you will learn the difference between vector and pixel-based graphics. Especially when dealing with logos, you will understand that vector-based images can be resized without damaging the quality of the image.
Graphic designers and public relations professionals are both creative in their own ways, and we have one thing in common – we both communicate with our content. By knowing how to work with a graphic designer, you will be able to complete your job more efficiently, while making your client or company happy at the same time.
This guest blog post was written by PRowl staff member Megan Healy.