Editors need to make decisions quickly because it
is very hard to make publishing pay. It is also
the case that writers have huge egos. If you pander
to them too much, you will never get the product
out the door. Or, you will end up with content that
is all compromise and no style.
A style guide is a 'rules of the road' for a particular
publication. It covers:
1) Definition of target reader
2) Description of style and tone
3) Description of key web writing conventions
4) A-Z of usage
5) References
A style guide should begin with a definition of
the top 3-5 audiences the website is trying to reach.
This is crucial in establishing alignment within
the organization on what the core purpose of the
website is.
A clear description of the style and tone should
follow. The Web tends to be well-suited to a second
person, active style. Samples should be given of
the correct style. A decision needs to be made with
regard to using American or global English.
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Key web writing conventions need to cover such things
as:
- Writing headings and summaries
The A-Z of usage will cover issues such as:
- Key spelling conventions: Is it e-mail or
email?
- Common grammatical issues, such as: abbreviations,
quotations, collective nouns.
The final section of your style guide should approve
a standard dictionary and grammar guide. It might
also link to useful websites.
Putting a quality style guide together is a time-consuming
and difficult process. You need to get buy-in throughout
the organization. Various parties should have the
opportunity to make suggestions and review drafts.
When your style guide is launched it needs to be
well promoted. Training sessions need to be organized.
Editors need to ensure that writers are adhering
to the agreed style and tone. Content that does
not meet the style and tone must be edited or rejected.
Content is an asset. A style guide is a tool to
help you get the best out of that asset.
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