How to Produce Error-free Brochures,
Catalogs and Annual Reports

A guide to proofing

By J.D. Solomon
JDS Strategic Communications

Part 1: Who are the players in the proofing process?

If you want to get serious about producing error-free documents, you have to start by understanding the role of the players in the proofing process. Then you need to learn some tips and tricks about the proofing process itself. First, the players:

Primary writer — Unless you are an experienced writer, or you work with one, this role will likely be filled by a freelancer. Either way, this person’s job is to write the text for the document. The writer will likely need to conduct research and interviews to gather the information necessary to complete the assignment. In the proofing process, the writer represents the first line of defense against errors.

Project manager — This is the person who works most closely with the freelance writer, providing information and guidance and the first-line review. This person should be highly knowledgeable about the subject matter and the corporate organization, and he or she should be a stickler for detail.

Primary reviewers — These are the people who have primary responsibility for the document. Their job is to ensure that it is accurate and complete. Unless one of the primary reviewers has an editorial background, any suggestions from this group about grammar, punctuation and writing style should be taken with a grain of salt.

Secondary reviewers — These are typically high-level managers. They should be offered the opportunity to review the document before it goes to the designer, but they usually don’t review documents carefully until they see them as design comps. Although these reviewers are unlikely to have an editorial background, their suggestions about grammar, punctuation and writing style generally should be followed.

Editor — If you are not using a professional writer, you should at least hire a professional editor. A good editor, especially one who is familiar with your topic or industry, will make you look brilliant by tightening and reorganizing your writing and ensuring that it conforms to standard business style. The editor should be brought in after the primary review cycle.

Proofreader — Regardless of who writes the document, you must hire a professional proofreader. Whereas an editor’s role is to make you look brilliant, a proofreader’s job is  to ensure that you don’t look stupid. You can rely on a good proofreader to catch the kind of last-minute errors in spelling, punctuation and usage that can really make you look like a dope. And while you can’t expect a proofreader to catch factual errors, good ones will at least try to double-check phone numbers, addresses and URLs. Don’t skimp on this step; build in the time and money to hire a professional proofreader, who should be brought in just before your project goes to press.

Final reviewer — Regardless of this person’s position in the organization (it can be anyone from a secretary to the CEO), the final reviewer is the person who catches the one mistake that no one else found in all the review cycles. Build in time for this informal review process before the presses roll; otherwise that one mistake will inevitably be discovered within a day or two after the document has been printed.

Part 2: How to improve the proofing process