Experimental use of problem-solving design method for corporate press

Redesign of modern corporate newspaper needs targeted approach consideringits complicated functional structure. Development of problem-solving design method includedseries of experiments based on local corporate newsrooms. The results show applicability of themethod, demonstrate its specific features and limitations: it associated with corporate problems detectionand working on different levels of newspaper model.1. Problem-solving design method allows finding out problems even when client of redesign limitsaccess to information and targets no communication goals in redesign process.2. Modern redesign method allows fixing problems in communicative functioning of the newspapereven when its developer has a lack of resources and there are some limits provided in contract.Clients also have stereotypes in tasking process. In this case design can hide the solution inside.3. Communicative problems can be ignored by clients of redesign, but that doesnt mean their absence.4. Detecting communicative problems in readers interacting with newspaper can be tasked proforma, and client can have no reaction processed in some system action. However, even when problem-solving methods are reduced to technical functions, manipulation for increasing newspaper communicativeeffectiveness is possible.5. Problem-solving design method is much more effective when developers are allowed to manipulatedifferent levels of model (themes, genres, structure, graphics etc.)6. Problem-solving design method can adjust stereotypes of the clients and newspaper stuff, especiallywhen stereotypes exploration results are unexpected. This adjustment can be a kind of leadingforce of oncoming redesign.7. Problem-solving design method can show the problems within corporate press competence.So, problem-solving design methods let a corporate newsroom to cut and adapt its task list andcreate precise quality criteria regulating newspaper work and letting people concentrate on basic goals.Simultaneously, functions of the edition, audience stereotypes, quality components become themes ofinner discussion between journalists and management. It lets break the supervisory habit of teamworkand formal approach to communication: research results fill work with new sense and solutions of theparticular problems become an entry point to comprehended changes in corporate communications

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