Home page Publishing Guidelines	I IUCN and Publishing	II Planning a Publication	III Preparing a Publication	IV Other Publishing Information	V Using Publications to Communicate the Message	VI Closing a Project

Publishing Guidelines
V. Using Publications to Communicate the Message

1. Marketing

1. Marketing includes having clearly defined objectives (what you want to change), clearly defined target audiences (who you need to influence to make this change), a clearly defined message for your publication (why and how your target audience should make the change), and a good promotion plan. These should all be defined at the beginning of the project, and not after the publication has been printed.

2. Promotion is the “selling” of the publication after it has been printed – although the broad promotion plan should be developed at the beginning of the project. Good promotion, together with good distribution, will ensure your publication reaches its target audience. Promotion activities should reinforce the message(s) contained in the publication.

3. Global Communications and Publications Services can assist you in promoting your publications, if informed in a timely manner. It is best to integrate Communications work into the project right from the outset.

Options for promotion
4. There are many options for marketing a publication. These include promotion through:

Conferences, meetings, IUCN congresses
5 . IUCN convenes and participates in many high-level conferences. By holding press launches and making copies of your publication or promotional flyers available during these events, you will be sure to bring it to the attention of an interested audience.

Press launches and press releases
6 . Press launches and press releases are an effective way of bringing a high-profile publication to the attention of the media and a wider community. They can also be used to promote your publication at major events.

IUCN and Commission newsletters
7. Newsletters are an excellent tool for promoting publications of particular topical interest to your specialist audience. See www.iucn.org/en/news/newsletters.htm

Web pages
8 . People and organizations with a direct interest in IUCN often visit the website. In addition, the IUCN website is indexed by a number of Internet search engines enabling individuals and organizations with an interest in environmental issues to be directed to the IUCN website.

World Conservation Bookstore Catalogue and website
9 . One of the main marketing tools available to all IUCN programmes, Commissions, Regional and Country Offices, members and partners is the IUCN publications catalogue and website. The catalogue is widely distributed and the website is regularly updated by Publications Services. All IUCN publications may be included, whether for sale or for free distribution. See www.iucn.org/bookstore.

Advertising
10 . Advertising publications can be achieved through a variety of methods. Some may be more appropriate than others for your region. Publications Services currently markets IUCN publications through a number of services.

11. Specialist distributors. IUCN has concluded contracts with several specialist distributors, e.g. Island Press (North America) at www.islandpress.org/, NHBS (Natural History Book Service) at www.nhbs.co.uk and independent distributors and booksellers in various country locations.

12. Specialist websites are another way to advertise publications, e.g. on environmental sites such as www.environmental-expert.com.

13. Trade magazines and journals are often a good advertising medium and usually have large print runs, reaching a wide audience. IUCN often promotes its titles through these means, e.g. the Times Literary Supplement (Frankfurt Book Fair edition), the Bookseller, and specialist environmental magazines.

14. International book fairs. IUCN publications are displayed at major book fairs including Frankfurt and London. This is where IUCN publications are promoted to the international book trade and meetings are held with development publishers to discuss opportunities for co-publishing.

Review copies
15. Sending copies of your publication for review is an important way to have your publication brought to the attention of a wide audience. A good review will enhance IUCN’s credibility as a publisher and increase interest in your work.

Direct mailings (letters, brochures, leaflets, e-mail alerts)
16. These mailings are highly selective and can be personalized to reach your intended audience. They offer high impact, due to pre-selection, and imply a call for action. It is important that you compile the list of e-mail addresses of the recipients from the outset of the project and ensure that they are all up-to-date.

2. Distribution

1. Distribution is a very important part of the publishing process. It is the means by which publications reach their target audience. Distribution of printed publications is usually achieved through sending the publication to a selected audience on a pre-defined mailing list. They can also be given out personally or sent out on request. Some publications are made available for sale through co-publishing agreements and through the World Conservation Bookstore. Others may not be distributed actively but be posted on a website.

2. In IUCN, the distribution of a publication is now usually a combination of options. IUCN also distributes its publications to its donors, to IUCN depository, exchange and copyright libraries, and to developing countries through its Distribution Fund Programme.

3. The cost of distribution must be factored into the overall budget for producing a publication from the outset. Thought must be given to how you plan to distribute your publication from the start of the project.

Distributing printed publications
4. It is important to begin compiling your distribution list from the outset as this will help determine the print-run for your publication. Remember to check that addresses are up-to-date and that the individuals on the list are still the appropriate contacts (i.e. that they have not changed jobs or moved organizations).

5. When shipping to meetings and conferences, ensure that enough time is left to clear customs. Publications often incur import duties which should be factored into the costs.

6. Bulk distribution can be organized from your office, directly from the printer, or from the Publications Services warehouse in Cambridge. When choosing your printer it is important to consider the final destination of the publication as shipping costs will rise as the distance increases between the printer and the final destination.

7. Remember that any remaining stock will need to be managed and distributed. You will also need to secure storage space and to make arrangements for recycling when the publication is out of date.

Mailing/distribution by IUCN Publications Services Unit (PSU), Cambridge, UK
8. PSU offers mailing and distribution as one of its core services to the Union. PSU is able to warehouse stock and has the necessary infrastructure to carry out bulk mailings. For more information please contact tricia.thong@iucn.org.

9. PSU distributes publications on behalf of Programmes, Commissions, Regional and County Offices and members as follows:

Electronic publications
10. Electronic publications are usually distributed as PDFs on a CD-Rom or posted on a website.

11. CD-Roms are an excellent option for distributing single or multiple publications to meetings and workshops. They can also be inserted into printed publications, annual reports and brochures. Production and distribution costs should be factored into the budget planning phase of your project.

12. Posting publications on the website allows publications to be made available at low cost to a very wide audience. IUCN normally posts an electronic version of a publication to its website at the same time as the printed copy is issued. Some publications are now only available on the IUCN website. Remember that this type of distribution is “passive”, i.e. the audience needs to come and find the publication on your site. It is therefore important to “market” your electronic publication to your target audience, e.g. through newsletters and e-mail alerts. Also remember that many developing countries still find this option expensive or unavailable.

Maintaining records of distribution
13. It is important to keep a record of how your publication has been distributed. Using the records can help in the evaluation process to determine whether your product has reached its intended audience.

Depository requirements
14. The programme, office, Commission responsible for any publication, print or electronic, is required to make copies available for archival and deposition purposes. Please forward three copies of any print publication plus a digital version to the IUCN Library to ensure broader access to your publication.

15. Three copies of any publication should also be forwarded to IUCN Publications Services (PSU), Cambridge, UK for cataloguing in the World Conservation Bookstore catalogue and for deposition in the library of the American Museum of Natural History and other IUCN depository libraries.

IUCN Distribution Fund
16. The Publications Services Unit (PSU) manages the IUCN Distribution Fund. The Fund responds to requests from developing countries for IUCN publications to support research and student education.

17. Any publications made available to PSU will be forwarded to the depository and library exchange programmes and distributed through the IUCN Distribution Fund.

4. The IUCN libraries

1. The IUCN Secretariat houses and operates a library. In addition to the library at Headquarters, the Environmental Law Centre in Bonn (see below) houses a library as do a number of IUCN offices around the world.

The IUCN Headquarters Library
2. The IUCN library serves as the principal depository for all IUCN’s publications, periodicals, scientific and technical reports prepared by IUCN, its Commissions, and its Regional and Country Offices.

3. The library is the main custodian of IUCN’s institutional memory.

4. The library operates a database of all IUCN publications published since 1948. These are listed in the IUCN Library Catalogue at www.iucn.org/dbtw-wpd/iucn.htm. It also includes titles of CITES – Convention on International Trade in Endangered Species of Wild Fauna and Flora, Ramsar – the Convention on Wetlands, TRAFFIC – the joint wildlife trade monitoring programme of IUCN and WWF, UNEP–WCMC – the United Nations Environment Programme World Conservation Monitoring Centre, and a small selection of titles from IUCN members or other publishers.

5. Many IUCN publications listed in the library database are available for sale through the World Conservation Bookstore.

6. Out-of-print publications can be obtained from the library on request, on a direct cost-recovery basis. The library provides a photocopying service for those publications that are no longer in print. For further information contact alicia.held@iucn.org.

7. All IUCN Programmes, Commissions, Regional and Country Offices or any other body publishing an IUCN publication are required to deposit with the IUCN library a digital version and two print copies of any publication produced. Copies of publications, both in print and digital, should be sent to:

The Environmental Law Centre (ELC) Library
8. Since 1963 the IUCN Commission on Environmental Law (formerly known as Commission on Legislation and Commission on Environmental Policy, Law and Administration) and over the past thirty years the Environmental Law Centre, have continuously collected and catalogued legal provisions relating to environmental conservation in individual countries. A growing number of significant international instruments have been developed and added to the pool, as well as literature pertaining to environmental policy, law and administration.

9. Today the ELC library collection hosts one of the world's largest and most compre-hensive collections of environmental law and literature, which covers the entire spectrum of issues related to environmental conservation: from soil pollution to genetic resources, from water quality to waste management.

10. To view the ELC library resources visit http://www.iucn.org/themes/law/info01.html

11. The ELC library can contacted at:

IUCN Regional and Country Office Libraries
12. A number of IUCN Regional and Country Offices operate their own libraries. IUCN deposits publications in these offices to support capacity building and access to IUCN’s published work. For a full list see Annex 12.

IUCN Depository Libraries
13. A number of organizations have been selected to act as IUCN Depository Libraries. These are libraries situated mainly in developing countries, which are maintained by IUCN members and partners. IUCN deposits publications in these institutions to provide increased access to IUCN’s knowledge and expertise. These publications are thus made available to members and others who might not otherwise have the funds to make the purchases themselves. For a full list see Annex 12.

14. Publications Services and the HQ library are currently updating the existing membership criteria to identify an expanded framework of partners who would both benefit from IUCN publications and actively work to further disseminate our literature. An example of this partnership is the American Museum of Natural History. We welcome any recommendations for new partners that would be of value to the Union. Please forward any recommendations to deborah.murith@iucn.org.

IUCN Exchange Libraries
15. IUCN exchanges publications with some of its partners and members, including BirdLife International, English Nature and World Resources Institute. For more information, please contact alicia.held@iucn.org.

Copyright Libraries
16. IUCN deposits its publications in major copyright libraries to protect its copyright on works published. These include the six main British copyright libraries (UK), the Library of Congress (US), Bibliothèque Cantonale (Switzerland) and the Swiss National Library (Switzerland). Once books are filed in copyright libraries they are listed in on-line databases. These databases are consulted by a variety of people including, librarians and academics and the information reaches a wide audience. For more information please contact deborah.murith@iucn.org.

17. Only publications received by PSU are circulated as part of the depository libraries and exchange programme. Unless publications produced by other offices are made available to PSU they cannot be included in this programme.

5. The IUCN photo library

The IUCN Headquarters photo library
1. The IUCN library manages the IUCN photo library, which currently contains some 1800 images, both in print and electronic versions. It has been designed to serve as a central pool of quality, royalty-free images for use by the IUCN Secretariat. Images from this photo database may be used in IUCN publications, periodicals, reports, newsletters, catalogues; for IUCN websites; for IUCN PowerPoint presentations, overhead transparencies, projections; and for IUCN press releases, feature articles and factsheets. They may not be reproduced commercially or given away to third parties.

This photo library is accessible via the IUCN Knowledge Network. For instructions on use of the database please check the website on the Knowledge Network at: www.iucn.org/kb/app/progs/inmagic/index.cfm.

Making images available to the IUCN Photo Library
2. IUCN staff are kindly requested to make photographic records when travelling on mission for IUCN, e.g. visiting IUCN field projects. In addition, all IUCN staff are encouraged to make their own personal photographs available to the IUCN photo library.

3. When making images available to the IUCN photo library it is important to follow a few simple guidelines.

Images captured on film
4. Photographs captured on film (negative or positive, slides) remain the preferred format. They can be scanned to create a digital version, which is suitable for most purposes. The library will scan slides or colour prints, and return copies of the scanned files on CDs [along with the original slides/prints if required].

Digital images
5. If you choose to make images available to the library in digital format, please provide on a CD-Rom the highest resolution possible and ensure that the minimum file size is 200–300 KB (kilobytes) in JPG or 2 MB open on screen.

6. The CD-Rom should be sent to:

Please remember to specify if you would like the originals to be returned to you.

7. When supplying images for the photo library, please do not make any changes/modify the photos before submitting them. Making modifications to an image and then saving it automatically compresses the original electronic file, which means the image loses resolution quality. Images must be submitted in either TIFF or JPG format.

8. Please remember also to provide information about the pictures you have submitted. Without accurate information, photographs have little or no long-term value.

Minimum information needed:

The data can be provided by e-mail, as a Word document or using the form prepared specially for this purpose. Please see Annex 13.

9. The photographer also needs to sign a release form giving IUCN user rights to the image(s). For details, please contact alicia.held@iucn.org.

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