We are often asked to review a publication once it is nearly finished. By then the expensive decisions have been made. These are the questions worth asking at the very start.
Who is it for, exactly?
"Stakeholders" is not an audience. A government partner, a new customer and a current employee want very different things from the same pages.
Does it need to be printed?
Print still has a place, especially for formal reports and events. But if most readers will open it on a phone, design it for the phone first.
How will you know it worked?
Decide in advance what success looks like. It might be enquiries, attendance at an event, or simply fewer questions to your customer service team.
Who approves it, and when?
Most delays come from approvals, not from writing or design. Agree the reviewers and the dates before the first draft is written.
