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Editorial Style: Your Guide To Clear Communications on the Web
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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......

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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  • 1. Editorial Style:Your Guide toClear Communicationon the WebRick Allen Penn State University@epublishmedia Web Conference 2012 #psuweb12
  • 2. #psuweb12 | @epublishmedia Hi, I’m Rick.2
  • 3. #psuweb12 | @epublishmedia Hi, I’m Rick.2
  • 4. #psuweb12 | @epublishmedia3
  • 5. Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/4
  • 6. The purpose of content is to communicate.5
  • 7. Inconceivable! Source: http://youtu.be/G2y8Sx4B2Sk
  • 8. You keep using thatword. I do not think itmeans what you thinkit means. Source: http://youtu.be/G2y8Sx4B2Sk
  • 9. #psuweb12 | @epublishmedia Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/8
  • 10. #psuweb12 | @epublishmedia Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/9
  • 11. #psuweb12 | @epublishmedia Source: http://www.personal.psu.edu/mkb5055/blogs/michelle_bloemker/9
  • 12. Clear communication doesn’t happen by chance.10
  • 13. Source: http://www.flickr.com/photos/olivander/19580483/ Source: http://www.huffpost.com11
  • 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. Communication goals lead content strategy.13
  • 16. #psuweb12 | @epublishmedia
  • 17. #psuweb12 | @epublishmedia
  • 18. #psuweb12 | @epublishmedia
  • 19. #psuweb12 | @epublishmedia
  • 20. #psuweb12 | @epublishmedia Editorial style for the web • Voice and tone • Visual communication • Links • Web writing • SEO and findability • Metadata • Social media • Accessibility15
  • 21. #psuweb12 | @epublishmedia
  • 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. #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. Does your content educate and inform or confuse and mislead?19
  • 25. #psuweb12 | @epublishmedia
  • 26. #psuweb12 | @epublishmediaThrough these educational experiences, ourstudents gain a greater understanding of theglobal community and solve real-world problems.
  • 27. #psuweb12 | @epublishmediaThrough these educational experiences, ourstudents gain a greater understanding of theglobal community and solve real-world problems.
  • 28. #psuweb12 | @epublishmedia
  • 29. #psuweb12 | @epublishmedia
  • 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. #psuweb12 | @epublishmedia
  • 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. #psuweb12 | @epublishmedia
  • 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. #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. Constant Contact? Who are you? What do you do?28
  • 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. Say what?
  • 39. MailChimp? Who are you? What do you do?31
  • 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. #psuweb12 | @epublishmediaOh, you’re a fun, mid-sized, innovative emailmarketing company.Gotcha!
  • 42. Web content that communicates clearly takes work. An editorial style guide makes it work.34
  • 43. #psuweb12 | @epublishmedia35
  • 44. “ [Ask yourself:] If my brand were a person, what would I be like? Kate Kiefer Lee MailChimp36
  • 45. #psuweb12 | @epublishmedia Define communication goals • Message architecture STAR T!37
  • 46. #psuweb12 | @epublishmedia Brand attributes • Student-centered • Empowering and valuable • Community-minded • Pioneering and resourceful • Welcoming38
  • 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. #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. #psuweb12 | @epublishmedia Definition Community-minded • Encourages the development of socially responsible individuals committed to the common good41
  • 50. #psuweb12 | @epublishmedia Definition Pioneering and resourceful • Cultivates innovative, inspired leaders and change agents in an array of disciplines and local communities42
  • 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. #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. Content contributors are users too.45
  • 54. #psuweb12 | @epublishmedia Putting communication goals to work • Welcoming Ready to start writing?46
  • 55. #psuweb12 | @epublishmedia47
  • 56. #psuweb12 | @epublishmedia48
  • 57. #psuweb12 | @epublishmedia Putting communication goals to work Examples, please!49
  • 58. #psuweb12 | @epublishmedia50
  • 59. #psuweb12 | @epublishmedia51
  • 60. #psuweb12 | @epublishmedia51
  • 61. #psuweb12 | @epublishmedia GOOD52
  • 62. #psuweb12 | @epublishmedia53
  • 63. #psuweb12 | @epublishmedia53
  • 64. #psuweb12 | @epublishmedia54
  • 65. #psuweb12 | @epublishmedia54
  • 66. #psuweb12 | @epublishmedia54
  • 67. #psuweb12 | @epublishmedia54
  • 68. #psuweb12 | @epublishmedia54
  • 69. #psuweb12 | @epublishmedia55
  • 70. #psuweb12 | @epublishmedia55
  • 71. #psuweb12 | @epublishmedia56
  • 72. #psuweb12 | @epublishmedia56
  • 73. #psuweb12 | @epublishmedia57
  • 74. #psuweb12 | @epublishmedia58
  • 75. #psuweb12 | @epublishmedia BETTER59
  • 76. Put communication goals in context. Make them meaningful.60
  • 77. #psuweb12 | @epublishmedia61
  • 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. #psuweb12 | @epublishmedia Sustain editorial style guides • Take responsibility Educate63
  • 80. #psuweb12 | @epublishmedia Sustain editorial style guides • Take responsibility • Make it relevant Use real-world examples64
  • 81. #psuweb12 | @epublishmedia Sustain editorial style guides • Take responsibility • Make it relevant • Keep it current Create an “organic” style guide65
  • 82. #psuweb12 | @epublishmedia Sustain editorial style guides • Take responsibility • Make it relevant • Keep it current • Be specific Everything’s relative66
  • 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. #psuweb12 | @epublishmedia Questions? Rick Allen @epublishmedia68
  • 85. #psuweb12 | @epublishmedia Thanks! Rick Allen @epublishmedia69