Distribution day is the best and worst day of the year. You’re so proud of the beautiful book your staff worked so hard to create. And then someone points out a mistake. And another one. And then they get a little feisty on social media.
It’s enough to make you sick. But don’t let the haters destroy all the good feels you have about your work. Be proactive to reduce complaints to a minimum.
Look to the faculty for support. Send out an email before the book comes out, encouraging them to support the yearbook staff and to focus on the positive. Former Allen High School adviser Kelly Juntunen sent an email to colleagues a week before delivery to stress unity and build camaraderie. She reminded teachers that, “Yearbook is the only class at this school where all assignments and homework are published in a book for all to see. Forever.” The comparison is a simple reminder of the vulnerability students face when their imperfect work is on display for the world to judge. She also requested colleagues address concerns privately with her. This is a smart way to discourage inappropriate public discussions.
If possible, consider asking your principal to send out the email. Having reinforcement from the top leader adds authority and credibility to the request for support and kindness.
Prepare your front office for the book’s arrival so they can accurately answer questions. Create a cheat sheet for the receptionist so she can knowledgeably answer questions about the book’s arrival, distribution and new orders.
It’s worthwhile to have a conversation with administrators about errors and remedies. Make sure administrators understand the book is a student publication and learning experience for the staff. Mistakes are an inevitable part of the learning process.
It’s also essential admin understands reprinting the book is not a financially viable solution. A few years ago, a Texas principal confidently told a parent he would have the book reprinted after a complaint about a story. The principal was surprised to learn the reprint would cost $45,000. That made for an awkward conversation when he had to renege on the promise.
Stave off complaints before they begin by including an insert with the book. This is your opportunity to remind buyers the yearbook is a student publication created by imperfect human beings, many of whom have never been on a yearbook staff before. A Glacier Peak High School editor once compared the experience to being on a soccer team that’s never taken the field, suddenly playing in the state championship.
It’s helpful to remind people that although every attempt is made to avoid errors, mistakes are bound to happen. One memorable insert offered this suggestion: if you won’t point out our errors, we won’t publish your math tests and English essays. Humor aside, ask buyers to focus on all the great things the book has to offer and not dwell on the errors.
Inserts also can remind buyers to check for physical damage (ripped or missing pages, printing smears, damaged covers) and address any changes or potential concerns. Vandegrift High School’s insert always includes an explanation for why April and May events are not covered, mentioning that time period will be covered in the following book. In 2015, when they offered four different covers, they assured buyers the content was the same inside the books. The year they switched to chronological coverage, they explained the logic behind the choice and the benefits of it.
An insert is also a clever way to market next year’s book. Get a jumpstart on new sales by offering a special price. New Hanover High School sold 20 books for the following year after adding a “golden ticket” special to the current book at distribution.
Check out our pre-made inserts if you don’t have time to create your own or take inspiration from distribution day inserts created by other Balfour advisers.
Preempt angry calls by changing your voicemail as well. Address how to resolve missing orders and if additional books are available. Express your excitement for the book and the fact that it is a student publication, not a professional one. Invite callers to leave a detailed message if they have a complaint. Stress that you will research it and get back to them.
The anonymity of online commentary has escalated harsh criticism. But that doesn’t mean our students should retaliate with equal brashness. Have a plan for how to respond to criticism. Limit responses to simple statements without arguing or trying to defend the work. An annoyed buyer isn’t interested in how many hours you spent toiling over the track spread. He just cares that his name was misspelled. Some simple responses you can use on social media and at distribution:
“Thank you for pointing this out to us.”
“Thank you for bringing this to our attention.”
"Thank you for letting us know. We’ll address this with the staff. We’re always looking to improve and learn.”
“We’re sorry for the error.”
“We’re sorry you’re disappointed.”
For serious issues, let the disgruntled party know you’ll contact them directly to discuss further. The idea is to stave off the public complaining and address the person’s concern one-on-one. Whether it’s in person, on the phone or via social media, it’s essential to truly listen to a buyer’s complaint. Avoid interjecting explanations or arguing; try to see their point of view. Empathy goes a long way to de-escalate a situation.
Before distribution, have a conversation with your representative about remedies for potential issues. Have a plan of attack for how you’ll address misspelled names, missing portraits and senior ads, or more grievous issues. Hopefully, there are no issues. But if there is one, having a planned strategy will make the process less stressful and more efficient. If there’s no way to fix the problem, make sure you’re empathetic and sincere in your apology.
The yearbook’s arrival should be one of the best days of the year. Keep the negative commentary to a minimum by preparing for the criticism. Your staff worked incredibly hard for months to create a beautiful book. Let’s make sure distribution is beautiful too.