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October 10, 2004

Is your editorial style up to date?

It’s been a busy week here at Employee Communication Central. We’ve held three workshops and facilitated an equal number of client planning/strategy sessions, so I’ve been wearing my go-to-meeting clothes (sorry—can’t seem to get away from talking about fashion).

And in my spare time I’ve been reading comments many of you posted on this web log—such interesting observations, ideas and challenges!

I’ll respond to some of your questions and thoughts in future blog entries, but for now I’d like to talk a little side trip—to an issue raised this week by several workshop participants. The issue is this: These forward-thinking communicators are pushing to make their vehicles more dynamic, vibrant and compelling. But they get stopped by their senior directors or communication VPs who are stuck in the past, insisting upon a “journalistic” approach to editorial: objective, comprehensive, linear . . . a standard practiced by The New York Times or The Washington Post in, say, 1977.

Many of these senior folks majored in journalism, started as newspaper reporters, or had influential early bosses who adhered to strict journalistic guidelines for internal communication. While these ideals are laudable, they’re sadly out of date. Ponchos may be back in style, but the 1500-word narrative piece will never return. The media is not doing things the way they used to, and neither should we.

I spend an entire hour in my workshop on the reasons things have changed, but here’s the 30-second summary:

  • USA Today established the print standard for easy navigation, colorful graphics and short editorial, and nearly every newspaper and magazine have followed suit.
  • The Internet has taught all of us that we control the experience: whether we skim or dive in deep, we want to decide for ourselves.
  • With a proliferation of media, and an overabundance of e-mail, we’re information-overloaded: we want our information fast and easily digestible.
  • Both magazine and newspaper editorial is 40 to 60% shorter than it was 20 years ago—and, just as importantly, the new editorial approach is modular (sidebars, pull quotes, graphics), not straight narrative.

    If you have a boss who’s stuck in the past, how do you help him or her see the light? Here are three ways to create enlightenment:

  • Demonstrate your point by analyzing a publication, broadcast vehicle or Internet site your boss admires. Even The Wall Street Journal is using color. Even The New York Times is packaging information in interesting ways—the front section is less progressive, but see feature and Sunday sections. And see how BusinessWeek makes all its articles easy to scan, with descriptive subheads and sidebars or charts on nearly every page.
  • Use employee feedback, such as focus group comments, to support your position. Employees are very articulate about their preferences and needs—they want information presented in a way that’s interesting, easy to absorb and immediately relevant.
  • Give your boss my number. As a recovering English major and former journalist, I’m proof that rehabilitation is possible. I’ll be happy to serve as a buddy to help those in need get through.

    I’m sure you have thoughts on this issue. Please post them so we can continue the dialogue. Thanks.

    • Posted by Alison Davis at October 10, 2004 12:00 PM