Writers and designers unite

Collaboration among staffers creates a better, more appealing employee publication.

At the corporate headquarters in Des Moines, Krogman works with a photographer. She calls him a “jack-of-all-trades” because he also does print and Web design for the company. But he can’t hit the road to snap pictures for each story in InSight. So the editorial staff turned to associates, and finding good pictures taken in high resolution (to allow resizing) proved a problem.

So far, one associate outside Des Moines has stepped up to the challenge. He has a photography background and the proper equipment, Krogman explained. When the editorial staff needs a picture from his particular city, this associate takes in- struction from Krogman’s team on how the picture should look, and he sends back his pictures. Krogman said finding more of these satellite photographers is her solution to the publication’s greatest challenge.

Photography is also among InSight’s weaknesses, particularly due to its inconsistencies. Too many pictures are stiff shots of associates or customers in uncomfortable poses. More candid pictures would help InSight. The photography problem will likely get ironed out as Krogman finds more photographers in locations outside Des Moines.

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