PR AND PRINTING PROCESSES:Fundamentals Of Printing

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Fundamentals of Public Relations MCM 401

Lesson 39

PR AND PRINTING PROCESSES

Overview

Printing is and has been an important tool of public relations. It is important that a PR professional should

know about the printing processes, its fundamentals and its various important segments required for

outstanding results etc. besides explaining about different processes and printing methods.

Why is printing important in PR?

---A principle medium for disseminating information, a primary function of PR.

Fundamentals Of Printing

·Types & uses of printed material in public relations.

·Methods of distributing public relations printed matter.

·Printing processes & techniques.

·Preparing copy for printing.

·Typography.

·Engraving.

Why Important?

PR professional should know about print, printers, printing methods & printing Requirements.

Generally

Important to distinguish between 5 main processes of printing.

1. Letterpress

2. Lithography

3. Photogravure

4. Flexography

5. Silk Screen

PR and Printing Processes

Printing Plate (Type, blocks, electro etc)

Letterpress

(Relief process Printing surface raised)

Printing Plate (Photographic)

Lithography

( Planographic process Printing surface level )

Photogravure : Recessed surface

Printing Plate ( Photographic )

Grid or resist formed by edges of cells etched into surface

Fundamentals of Public Relations MCM 401

Typography: The point System

Letterpress words in metal, while wooden words used for printing large posters.

Typefaces (individual type designs) are measured by point system originating to USA.

Typical typestyles were 6, 12 & so on e.g.

See below:

Fonts: A in 12 points A in 20 points A in 24 points & so on

Style: A in ARIAL style A in Calligrapher style & so on

Different Names Of Fonts In Use

ARIAL, BROADWAY, CALLIGRAPHER, ALGERIAN, BAZOOKA, HEATHER, CASTELLAR,

FORTE, LUCIDA, SCRIBBLE, GEORGIA & TIMES NEW ROMAN

Letterpress

It is a printing process that works by taking hard type (lead, magnesium, and polymer) applying ink to it and

the having it striking paper under great pressure. It works in much the same way a rubber stamp works

except the hard type actually penetrates the paper leaving a product that has depth and feel. Both can be

adjusted by varying the amount of pressure.

Offset Printing

In the early part of 20th century, it was discovered that ink could be transferred from the lithographic

surface to an intermediate rubber surface & then to paper. The rubber intermediate, called a blanket, can

transfer ink to paper and to a wide variety of materials that cannot be printed directly, including plastics &

metals. As the soft blanket conforms to the texture of the surface to be printed, lithographic image quality is

unrivaled.

Photogravure Printing

Photogravure prints an image from an etched copper engraving plate that is created from a transparency of

a photographic image. The photogravure printing process produces a photographic image composed of fine

lines rather than dots.

Silk Screen Printing

This is based on the Stencil principle. The printing area being cutout to allow the ink or paint to be pressed

through the space which is covered with a screen of silk, nylon or organdie mesh. This is an old Chinese

invention.

Types Of Paper Used For Printing

Newsprint

A cheap, absorbent paper suitable for newspapers.

Offset paper

A super calendared & polished paper suitable for magazines, letterheads, prestigious stationery.

Imitation Art

A polished paper with china clay content.

Art Paper

A high class paper with a coating of china clay or similar substance on one or both sides which is highly

polished.

Antique Paper

A very rough, bulky, absorbent paper.

Some important tips for printing.

Copy Tips

·Copy should be typewritten in double spaced lines.

·At least 1 inch should be allowed for margins on left & right side of paper.

·Don't carry a paragraph to another page.

Fundamentals of Public Relations MCM 401

·Type only on one side of paper.

PR And Printing Processes

·Place the word "continued or more" at the bottom of page if copy continues to next page.

·Number pages.

·Clearly indicate end of copy.

Artwork Tips

Photos, drawings, tint blocks & other decorative matter should be marked for size & position in the

finished job.

Layout Tips

·In selecting type variations for a layout select type that will reflect the message you wish to convey.

·Select type variations which will harmonize & avoid too many type variations.

·Best to confine to family of one type family.

Fundamentals Of Printing

·Types & uses of printed material in public relations.

·Methods of distributing public relations printed matter.

·Printing processes & techniques.

·Preparing copy for printing.

·Typography.

·Engraving.

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