Taking Control: Constructing an Editorial Framework and Policies Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Learning Objectives  A written statement of roles, responsibilities, and policies is essential for proper Web site management.  Major Web sites should be governed by an editorial board.  Written editorial policies will ensure fair enforcement and prevent haphazard editorial judgments. Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

A Typical Case and a Typical Disconnect  Web site(s) is primary communications vehicle  Managed by 1-2 people, often technical  Little formal written material  Distant and unengaged management  Multiply: Many small independent Web sites Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

What’s Wrong with Writing Things Down?  Editorial management is often totally undocumented.  Roles and responsibilities must be clear.  NOAA policies are only a starting point.  Without written policies, precedents will establish policy.  Writing it all down gets management’s attention. Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Why Is a Written Editorial Framework Needed?  Deploy proper mix of skills.  Ensure appropriate responsibilities (and accountabilities).  Provide fair enforcement.  Make decisions transparent.  Is proactive, not reactive.  Engages management in decision process. Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

The Model: Print Media (Newspapers and Magazines)  Editorial Board (policy, guidance, budget, direction)  Editorial staff (all aspects of content)  Production staff (page crafting, graphic arts)  Sales and marketing staff (communications) Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Basic Elements of a Framework  Editorial principles  Roles and responsibilities  Content protocols  Editorial policies  Signatures (senior management) Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Guiding Principles  Set forth values and guidelines.  Openness. … All content resides in the public domain. No material will be restricted.  Cooperation and Collegiality. Most content will be developed … in full cooperation with NOS program offices.  Fact-based. The site … is fact-based and informative, and not promotional of any NOS program or organization.  Appropriateness. The site will not offer content that could be construed as endorsements. Inflammatory, derogatory, …, content will not be tolerated. Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Roles and Responsibilities: Editorial Board  Composition: Senior managers (might be only one person)  Importance rises with visibility of site and # of org’s  Central role for Board chair  Strong Board for multiple sites (e.g., HQ and field sites)  Meets 2-4 times per year Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Editorial Board: CoRIS Web Site The Editorial Board … the Coral Reef Program coordinators in NMFS, NOS, OAR, and NESDIS. When consensus decisions are not possible, the Chair will call for a vote. The Board: 1) provides broad guidance and direction, 2) makes major decisions on new initiatives, 3) approves fiscal year program plans and budgets, and 4) resolves problems that are beyond the role of the managing editor. Editorial Board Chair. The Chair speaks for the Board on all matters related to policies and program directions. The Managing Editor will consult with the Chair on a regular basis. … a problem beyond the specific responsibilities of the Managing Editor. Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

The Managing Editor, and Production Chief Managing Editor  Content management and contributors  Enforcement of editorial policies  Review process  Responsible for the annual operating plan Production Manager  Design, layout, page crafting, quality control  Implementing advanced features  Dept. of Commerce and NOAA policies Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Managing Editor/Production Chief: NOS Web Site The Managing Editor is the project lead and is responsible for the overall management of the Web site content. Responsibilities include … development and review of all content in accordance with editorial principles and editorial policies, and the development of selected new content areas. The Production Manager is responsible for technical operations of the Web site … managing the technical team to ensure that content is offered expeditiously, implementation of advanced features, and ensuring that the Web site follows all established NOAA and Dept. of Commerce policies governing Web sites. Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Content Protocols  Very Important!!! And be specific (use names or offices)!  Who does what! (e.g., NOAA Library responsible for Library section)  Who writes what?  Who reviews what! And how?  What does a review entail? --> review guidelines. Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Editorial Policies  Take control of policies, else they will take control of you.  Ensures consistent and fair enforcement  NOAA and DoC policies only provide a framework. Security and Private Access, Site Accessibility, Disclaimer, Endorsements and Contributions Copyright, Credits and Acknowledgments, Logos, Links to Other Web Sites, Links to Organizations, Links to Events, Reader and Forum Comments, Languages, Temporary Pages / “Under Construction”, Site Reproduction Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Signature(s)  Makes everything official  Chair of editorial board  A prominent senior manager  Your supervisor Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Case Study 1: Coral Reef Information System: A NOAA Program  Central Site for major NOAA program -- many offices  Site jointly managed by several groups  Strong Board – 2-3 meetings per year  Structured meetings – specific decision summaries  Very specific roles and responsibilities  Joint planning Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Case Study 2: National Ocean Service: Single Office with Review  Official Web Site of National Ocean Service  Managed by one office with review by program offices  Editorial Board meets very infrequently  Detailed editorial framework document  Defines executive editor (senior manager)  Strong managing editor  Very responsive to program offices Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Case Study 3: Nat. Marine Sanctuary Prog.: A Field Organization  National Web Site and 14 field sites  Board: HQ senior managers and four field staff  Collaborative Board –all report to office director  Ongoing - considerable work done by reviews  Collectively considering unifying Web presence  Discussing standard look and feel  Joint planning of single Intranet site Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

Case Study 4: Council on Envr. Quality: A Chinese Wall  NOAA developing site for CEQ ocean policy  CEQ controls all content (with erected wall) –  No editorial board, but strong CEQ editors  Very specific editorial framework document with NAMES  Signed by CEQ senior managers  All content put on site “as-is” Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

If You Need Help  Several handouts available (examples and templates)  Give us a call or stop by: Tom LaPointe National Ocean Service SSMC4, Room x112 Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending

What We Hope You Have Learned  You can take control of your Web site with written roles and policies.  These roles and policies should be reviewed and approved by management.  Tailor the editorial framework to the specific needs of your Web site. Introduction Model and Elements Principles Roles Protocols Policies Case Studies Ending