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Editorial Style:Your Guide toClear Communicationon the WebRick Allen     Penn State University@epublishmedia Web Conferenc...
#psuweb12 | @epublishmedia    Hi, I’m Rick.2
#psuweb12 | @epublishmedia    Hi, I’m Rick.2
#psuweb12 | @epublishmedia3
Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/4
The purpose    of content is    to communicate.5
Inconceivable!   Source: http://youtu.be/G2y8Sx4B2Sk
You keep using thatword. I do not think itmeans what you thinkit means.        Source: http://youtu.be/G2y8Sx4B2Sk
#psuweb12 | @epublishmedia    Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/8
#psuweb12 | @epublishmedia    Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/9
#psuweb12 | @epublishmedia    Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/9
Clear communication     doesn’t happen     by chance.10
Source: http://www.flickr.com/photos/olivander/19580483/                          Source: http://www.huffpost.com11
“                               #psuweb12 | @epublishmedia     Weve all heard that a million     monkeys banging on a mill...
Communication     goals lead     content strategy.13
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia     Editorial style for the web     • Voice and tone        • Visual communication     • Links ...
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia     What I’m talking about     • Making communication goals a       priority for content creati...
#psuweb12 | @epublishmedia     What I’m talking about     • Making communication goals a       priority for content creati...
Does your content     educate and inform or     confuse and mislead?19
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmediaThrough these educational experiences, ourstudents gain a greater understanding of theglobal com...
#psuweb12 | @epublishmediaThrough these educational experiences, ourstudents gain a greater understanding of theglobal com...
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmediaBelow you will find information to help you planand prepare for your study away experience....Ke...
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmediaIt is my pleasure to welcome you to Fordham Law. I inviteyou to learn about the many accomplishm...
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia"First principles" matter to me. Whether in the law, in onesfaith or in ones personal and profes...
#psuweb12 | @epublishmedia"First principles" matter to me. Whether in the law, in onesfaith or in ones personal and profes...
Constant Contact?     Who are you?     What do you do?28
“                                     #psuweb12 | @epublishmedia     Constant Contact, Inc. helps small     businesses, as...
Say what?
MailChimp?     Who are you?     What do you do?31
“                      #psuweb12 | @epublishmedia     We’re a team of about 110     developers, designers,     professiona...
#psuweb12 | @epublishmediaOh, you’re a fun, mid-sized, innovative emailmarketing company.Gotcha!
Web content that     communicates clearly     takes work.     An editorial style guide     makes it work.34
#psuweb12 | @epublishmedia35
“   [Ask yourself:] If my brand were a     person, what would I be like?                        Kate Kiefer Lee           ...
#psuweb12 | @epublishmedia     Define communication goals     •   Message architecture                                    ...
#psuweb12 | @epublishmedia     Brand attributes     •   Student-centered     •   Empowering and valuable     •   Community...
#psuweb12 | @epublishmedia                  Definition      Student-centered      •   Offers an exceptional level of indiv...
#psuweb12 | @epublishmedia                  Definition      Empowering      and valuable      •   Affords an academically ...
#psuweb12 | @epublishmedia                 Definition      Community-minded      •   Encourages the development of sociall...
#psuweb12 | @epublishmedia                   Definition      Pioneering and      resourceful      •   Cultivates innovativ...
#psuweb12 | @epublishmedia                   Definition      Welcoming      •   Brings together students and faculty      ...
#psuweb12 | @epublishmedia     What I’m talking about     • Making communication goals a       priority for content creati...
Content contributors     are users too.45
#psuweb12 | @epublishmedia     Putting communication goals     to work     •   Welcoming          Ready to                ...
#psuweb12 | @epublishmedia47
#psuweb12 | @epublishmedia48
#psuweb12 | @epublishmedia     Putting communication goals     to work                     Examples,                      ...
#psuweb12 | @epublishmedia50
#psuweb12 | @epublishmedia51
#psuweb12 | @epublishmedia51
#psuweb12 | @epublishmedia     GOOD52
#psuweb12 | @epublishmedia53
#psuweb12 | @epublishmedia53
#psuweb12 | @epublishmedia54
#psuweb12 | @epublishmedia54
#psuweb12 | @epublishmedia54
#psuweb12 | @epublishmedia54
#psuweb12 | @epublishmedia54
#psuweb12 | @epublishmedia55
#psuweb12 | @epublishmedia55
#psuweb12 | @epublishmedia56
#psuweb12 | @epublishmedia56
#psuweb12 | @epublishmedia57
#psuweb12 | @epublishmedia58
#psuweb12 | @epublishmedia     BETTER59
Put communication     goals in context.     Make them meaningful.60
#psuweb12 | @epublishmedia61
#psuweb12 | @epublishmedia     What I’m talking about     • Making communication goals a       priority for content creati...
#psuweb12 | @epublishmedia     Sustain editorial style guides     • Take responsibility                                   ...
#psuweb12 | @epublishmedia     Sustain editorial style guides     • Take responsibility     • Make it relevant            ...
#psuweb12 | @epublishmedia     Sustain editorial style guides     • Take responsibility     • Make it relevant     • Keep ...
#psuweb12 | @epublishmedia     Sustain editorial style guides     • Take responsibility     • Make it relevant     • Keep ...
#psuweb12 | @epublishmedia     Sustain editorial style guides     • Take responsibility     • Make it relevant     • Keep ...
#psuweb12 | @epublishmedia     Questions?     Rick Allen     @epublishmedia68
#psuweb12 | @epublishmedia     Thanks!     Rick Allen     @epublishmedia69
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Editorial Style: Your Guide To Clear Communications on the Web

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The purpose of web content is communication. But how do you ensure content being created and published across campus by numerous contributors and delivery methods supports your institution's communication goals? How do you know all that content is telling a consistent story about your brand? How do you ensure content educates and informs rather than confuses or misleads? Your editorial style guide is the "how-to" of content strategy, enabling clear communication.

An editorial style guide for the web helps content contributors create useful, usable, findable, on-brand content at your institution — it's much more than a list of preferred spellings and grammar usage. Don't just create content. Communicate, clearly.

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  • Transcript of "Editorial Style: Your Guide To Clear Communications on the Web"

    1. 1. Editorial Style:Your Guide toClear Communicationon the WebRick Allen Penn State University@epublishmedia Web Conference 2012 #psuweb12
    2. 2. #psuweb12 | @epublishmedia Hi, I’m Rick.2
    3. 3. #psuweb12 | @epublishmedia Hi, I’m Rick.2
    4. 4. #psuweb12 | @epublishmedia3
    5. 5. Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/4
    6. 6. The purpose of content is to communicate.5
    7. 7. Inconceivable! Source: http://youtu.be/G2y8Sx4B2Sk
    8. 8. You keep using thatword. I do not think itmeans what you thinkit means. Source: http://youtu.be/G2y8Sx4B2Sk
    9. 9. #psuweb12 | @epublishmedia Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/8
    10. 10. #psuweb12 | @epublishmedia Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/9
    11. 11. #psuweb12 | @epublishmedia Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/9
    12. 12. Clear communication doesn’t happen by chance.10
    13. 13. Source: http://www.flickr.com/photos/olivander/19580483/ Source: http://www.huffpost.com11
    14. 14. “ #psuweb12 | @epublishmedia Weve all heard that a million monkeys banging on a million typewriters will eventually reproduce the entire works of Shakespeare. Now, thanks to the Internet, we know this is not true. Robert Silensky Professor Emeritus, University of California, Berkeley12
    15. 15. Communication goals lead content strategy.13
    16. 16. #psuweb12 | @epublishmedia
    17. 17. #psuweb12 | @epublishmedia
    18. 18. #psuweb12 | @epublishmedia
    19. 19. #psuweb12 | @epublishmedia
    20. 20. #psuweb12 | @epublishmedia Editorial style for the web • Voice and tone • Visual communication • Links • Web writing • SEO and findability • Metadata • Social media • Accessibility15
    21. 21. #psuweb12 | @epublishmedia
    22. 22. #psuweb12 | @epublishmedia What I’m talking about • Making communication goals a priority for content creation • Empowering content contributors to communicate clearly • Sustaining editorial style at your institution17
    23. 23. #psuweb12 | @epublishmedia What I’m talking about • Making communication goals a priority for content creation • Empowering content contributors to communicate clearly • Sustaining editorial style at your institution18
    24. 24. Does your content educate and inform or confuse and mislead?19
    25. 25. #psuweb12 | @epublishmedia
    26. 26. #psuweb12 | @epublishmediaThrough these educational experiences, ourstudents gain a greater understanding of theglobal community and solve real-world problems.
    27. 27. #psuweb12 | @epublishmediaThrough these educational experiences, ourstudents gain a greater understanding of theglobal community and solve real-world problems.
    28. 28. #psuweb12 | @epublishmedia
    29. 29. #psuweb12 | @epublishmedia
    30. 30. #psuweb12 | @epublishmediaBelow you will find information to help you planand prepare for your study away experience....Keep an eye on these sites for upcomingdates during the fall semester.
    31. 31. #psuweb12 | @epublishmedia
    32. 32. #psuweb12 | @epublishmediaIt is my pleasure to welcome you to Fordham Law. I inviteyou to learn about the many accomplishments of the LawSchool community through this website. You will also findinformation about the Schools groundbreaking centers andinstitutes, our distinguished faculty, and Fordham Lawsdistinct approach of teaching law to the next leaders in thelegal profession.
    33. 33. #psuweb12 | @epublishmedia
    34. 34. #psuweb12 | @epublishmedia"First principles" matter to me. Whether in the law, in onesfaith or in ones personal and professional conduct, theever-present construct of first principles must guide us inlifes many endeavors. It was so for me as a judge. It is sofor me as a dean of Pepperdine University School of Law.
    35. 35. #psuweb12 | @epublishmedia"First principles" matter to me. Whether in the law, in onesfaith or in ones personal and professional conduct, theever-present construct of first principles must guide us inlifes many endeavors. It was so for me as a judge. It is sofor me as a dean of Pepperdine University School of Law.
    36. 36. Constant Contact? Who are you? What do you do?28
    37. 37. “ #psuweb12 | @epublishmedia Constant Contact, Inc. helps small businesses, associations, and nonprofits connect with their customers, clients, and members. Launched in 1998, Constant Contact champions the needs of small organizations and provides them with an easy and affordable way to build successful, lasting customer relationships. http://www.constantcontact.com/about-constant-contact/index.jsp29
    38. 38. Say what?
    39. 39. MailChimp? Who are you? What do you do?31
    40. 40. “ #psuweb12 | @epublishmedia We’re a team of about 110 developers, designers, professional problem solvers, tinkerers, and takeout critics, working around the clock to make MailChimp the best email– marketing service in the universe. http://mailchimp.com/about/32
    41. 41. #psuweb12 | @epublishmediaOh, you’re a fun, mid-sized, innovative emailmarketing company.Gotcha!
    42. 42. Web content that communicates clearly takes work. An editorial style guide makes it work.34
    43. 43. #psuweb12 | @epublishmedia35
    44. 44. “ [Ask yourself:] If my brand were a person, what would I be like? Kate Kiefer Lee MailChimp36
    45. 45. #psuweb12 | @epublishmedia Define communication goals • Message architecture STAR T!37
    46. 46. #psuweb12 | @epublishmedia Brand attributes • Student-centered • Empowering and valuable • Community-minded • Pioneering and resourceful • Welcoming38
    47. 47. #psuweb12 | @epublishmedia Definition Student-centered • Offers an exceptional level of individual interaction with experienced faculty, based on students’ wants and needs • Values the complex lives led by adult learners • Recognizes knowledge and abilities gained outside the classroom by awarding adult learners with credit for life experience • Provides a thorough yet flexible education that allows students to maintain active personal lives while obtaining their degree39
    48. 48. #psuweb12 | @epublishmedia Definition Empowering and valuable • Affords an academically rigorous yet practical education that results in a successful career post graduation • Employs faculty who teach from experience as practitioners in their fields and who help students learn by putting theory into practice • Provides an education experience that exceeds students’ expectations40
    49. 49. #psuweb12 | @epublishmedia Definition Community-minded • Encourages the development of socially responsible individuals committed to the common good41
    50. 50. #psuweb12 | @epublishmedia Definition Pioneering and resourceful • Cultivates innovative, inspired leaders and change agents in an array of disciplines and local communities42
    51. 51. #psuweb12 | @epublishmedia Definition Welcoming • Brings together students and faculty of varied cultures, backgrounds, and lifestyles who offer a stimulating range of diverse perspectives • Offers a strong sense of community and shared experience43
    52. 52. #psuweb12 | @epublishmedia What I’m talking about • Making communication goals a priority for content creation • Empowering content contributors to communicate clearly • Sustaining editorial style at your institution44
    53. 53. Content contributors are users too.45
    54. 54. #psuweb12 | @epublishmedia Putting communication goals to work • Welcoming Ready to start writing?46
    55. 55. #psuweb12 | @epublishmedia47
    56. 56. #psuweb12 | @epublishmedia48
    57. 57. #psuweb12 | @epublishmedia Putting communication goals to work Examples, please!49
    58. 58. #psuweb12 | @epublishmedia50
    59. 59. #psuweb12 | @epublishmedia51
    60. 60. #psuweb12 | @epublishmedia51
    61. 61. #psuweb12 | @epublishmedia GOOD52
    62. 62. #psuweb12 | @epublishmedia53
    63. 63. #psuweb12 | @epublishmedia53
    64. 64. #psuweb12 | @epublishmedia54
    65. 65. #psuweb12 | @epublishmedia54
    66. 66. #psuweb12 | @epublishmedia54
    67. 67. #psuweb12 | @epublishmedia54
    68. 68. #psuweb12 | @epublishmedia54
    69. 69. #psuweb12 | @epublishmedia55
    70. 70. #psuweb12 | @epublishmedia55
    71. 71. #psuweb12 | @epublishmedia56
    72. 72. #psuweb12 | @epublishmedia56
    73. 73. #psuweb12 | @epublishmedia57
    74. 74. #psuweb12 | @epublishmedia58
    75. 75. #psuweb12 | @epublishmedia BETTER59
    76. 76. Put communication goals in context. Make them meaningful.60
    77. 77. #psuweb12 | @epublishmedia61
    78. 78. #psuweb12 | @epublishmedia What I’m talking about • Making communication goals a priority for content creation • Empowering content contributors to communicate clearly • Sustaining editorial style at your institution62
    79. 79. #psuweb12 | @epublishmedia Sustain editorial style guides • Take responsibility Educate63
    80. 80. #psuweb12 | @epublishmedia Sustain editorial style guides • Take responsibility • Make it relevant Use real-world examples64
    81. 81. #psuweb12 | @epublishmedia Sustain editorial style guides • Take responsibility • Make it relevant • Keep it current Create an “organic” style guide65
    82. 82. #psuweb12 | @epublishmedia Sustain editorial style guides • Take responsibility • Make it relevant • Keep it current • Be specific Everything’s relative66
    83. 83. #psuweb12 | @epublishmedia Sustain editorial style guides • Take responsibility • Make it relevant • Keep it current • Be specific Explain • Create principles, why and how not rules67
    84. 84. #psuweb12 | @epublishmedia Questions? Rick Allen @epublishmedia68
    85. 85. #psuweb12 | @epublishmedia Thanks! Rick Allen @epublishmedia69

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