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Editorial Style:
Your Guide to
Clear Communication
on the Web
Rick Allen     Penn State University
@epublishmedia Web Conference 2012
               #psuweb12
#psuweb12 | @epublishmedia




    Hi, I’m Rick.




2
#psuweb12 | @epublishmedia




    Hi, I’m Rick.




2
#psuweb12 | @epublishmedia




3
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 that
word. I do not think it
means what you think
it 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.com
11
“
                               #psuweb12 | @epublishmedia



     We've 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, Berkeley



12
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                 • Web writing
     • SEO and findability
     • Metadata
     • Social media
     • Accessibility



15
#psuweb12 | @epublishmedia
#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 institution




17
#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 institution




18
Does your content
     educate and inform or
     confuse and mislead?

19
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia




Through these educational experiences, our
students gain a greater understanding of the
global community and solve real-world problems.
#psuweb12 | @epublishmedia




Through these educational experiences, our
students gain a greater understanding of the
global community and solve real-world problems.
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia




Below you will find information to help you plan
and prepare for your study away experience.
...Keep an eye on these sites for upcoming
dates during the fall semester.
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia




It is my pleasure to welcome you to Fordham Law. I invite
you to learn about the many accomplishments of the Law
School community through this website. You will also find
information about the School's groundbreaking centers and
institutes, our distinguished faculty, and Fordham Law's
distinct approach of teaching law to the next leaders in the
legal profession.
#psuweb12 | @epublishmedia
#psuweb12 | @epublishmedia




"First principles" matter to me. Whether in the law, in one's
faith or in one's personal and professional conduct, the
ever-present construct of first principles must guide us in
life's many endeavors. It was so for me as a judge. It is so
for me as a dean of Pepperdine University School of Law.
#psuweb12 | @epublishmedia




"First principles" matter to me. Whether in the law, in one's
faith or in one's personal and professional conduct, the
ever-present construct of first principles must guide us in
life's many endeavors. It was so for me as a judge. It is so
for me as a dean of Pepperdine University School of Law.
Constant Contact?
     Who are you?
     What do you do?

28
“
                                     #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.jsp

29
Say what?
MailChimp?
     Who are you?
     What do you do?

31
“
                      #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
#psuweb12 | @epublishmedia




Oh, you’re a fun, mid-
sized, innovative email
marketing company.
Gotcha!
Web content that
     communicates clearly
     takes work.
     An editorial style guide
     makes it work.

34
#psuweb12 | @epublishmedia




35
“   [Ask yourself:] If my brand were a
     person, what would I be like?




                        Kate Kiefer Lee
                                   MailChimp



36
#psuweb12 | @epublishmedia




     Define communication goals
     •   Message architecture

                                           STAR
                                                  T!




37
#psuweb12 | @epublishmedia




     Brand attributes
     •   Student-centered
     •   Empowering and valuable
     •   Community-minded
     •   Pioneering and resourceful
     •   Welcoming




38
#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 degree

39
#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’ expectations




40
#psuweb12 | @epublishmedia                 Definition




      Community-minded
      •   Encourages the development of socially
          responsible individuals committed to the
          common good




41
#psuweb12 | @epublishmedia                   Definition


      Pioneering and
      resourceful
      •   Cultivates innovative, inspired leaders
          and change agents in an array of
          disciplines and local communities




42
#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
          experience




43
#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 institution




44
Content contributors
     are users too.



45
#psuweb12 | @epublishmedia


     Putting communication goals
     to work
     •   Welcoming          Ready to
                            start writing?




46
#psuweb12 | @epublishmedia




47
#psuweb12 | @epublishmedia




48
#psuweb12 | @epublishmedia


     Putting communication goals
     to work




                     Examples,
                      please!




49
#psuweb12 | @epublishmedia




50
#psuweb12 | @epublishmedia




51
#psuweb12 | @epublishmedia




51
#psuweb12 | @epublishmedia




     GOOD




52
#psuweb12 | @epublishmedia




53
#psuweb12 | @epublishmedia




53
#psuweb12 | @epublishmedia




54
#psuweb12 | @epublishmedia




54
#psuweb12 | @epublishmedia




54
#psuweb12 | @epublishmedia




54
#psuweb12 | @epublishmedia




54
#psuweb12 | @epublishmedia




55
#psuweb12 | @epublishmedia




55
#psuweb12 | @epublishmedia




56
#psuweb12 | @epublishmedia




56
#psuweb12 | @epublishmedia




57
#psuweb12 | @epublishmedia




58
#psuweb12 | @epublishmedia




     BETTER




59
Put communication
     goals in context.
     Make them meaningful.


60
#psuweb12 | @epublishmedia




61
#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 institution




62
#psuweb12 | @epublishmedia



     Sustain editorial style guides
     • Take responsibility




                                     Educate




63
#psuweb12 | @epublishmedia



     Sustain editorial style guides
     • Take responsibility
     • Make it relevant



                                 Use real-world
                                 examples




64
#psuweb12 | @epublishmedia



     Sustain editorial style guides
     • Take responsibility
     • Make it relevant
     • Keep it current
                               Create an
                               “organic” style guide




65
#psuweb12 | @epublishmedia



     Sustain editorial style guides
     • Take responsibility
     • Make it relevant
     • Keep it current
     • Be specific

                                  Everything’s
                                  relative




66
#psuweb12 | @epublishmedia



     Sustain editorial style guides
     • Take responsibility
     • Make it relevant
     • Keep it current
     • Be specific
                                       Explain
     • Create principles,              why and how
       not rules




67
#psuweb12 | @epublishmedia




     Questions?
     Rick Allen
     @epublishmedia



68
#psuweb12 | @epublishmedia




     Thanks!
     Rick Allen
     @epublishmedia



69

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Editorial Style: Your Guide To Clear Communications on the Web

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