The Editor’s Role as Thinker, Strategist, and Leader ENC 4212, Professional & Technical Editing Week 7 Fall 2015 Length of this lecture audio (8 slides): 00:18:15 USF Sarasota-Manatee © 2015 by T. E. Roberts, Instructor Jot down the Week 6, 7, and 8 audio codes and their slide numbers. You will be sending these when you submit Assignment 3 by 6 p.m. on Oct. 19, ENC 4212, Professional & Technical Editing Week 7 Fall 2015 Length of this lecture audio (8 slides): 00:18:15 USF Sarasota-Manatee © 2015 by T. E. Roberts, Instructor Jot down the Week 6, 7, and 8 audio codes and their slide numbers. You will be sending these when you submit Assignment 3 by 6 p.m. on Oct. 19, 2015.

ENC 4212, Professional & Technical Editing Fall 2015 Week 7 Slide 1 of 8 Week 7 Agenda Review of Assignment 2 Results Assignment 3 Background Editor’s Role in Corporate Communications Strategy Implementation Results Stress, Distress, and Egress Review of Assignment 2 Results Assignment 3 Background Editor’s Role in Corporate Communications Strategy Implementation Results Stress, Distress, and Egress

ENC 4212, Professional & Technical Editing Fall 2015 Week 7 Slide 2 of 8 Review of Assignment 2: Editing Wikipedia Comments on student work Sticking to the topic: despite variation in subject matter, most submissions showed effective understanding and implementation of the primary mission -- editing Wikipedia articles Common problem: edited portion exceeded the 500 words stipulated in the directions Lessons learned? Wikipedia articles vary widely in writing quality, objectivity, and authority Editors must be just as creative as “writers” Defining “the user” of a mass medium is a major challenge What is the value of Wikipedia as a source of information? As a source of opinion? As an authority to settle arguments? Is the prejudice against Wikipedia (by teachers in particular) justified?

ENC 4212, Professional & Technical Editing Fall 2015 Week 7 Slide 3 of 8 Assignment 3 Background Choose a company facing economic challenges similar to those mentioned in the assignment directions Layoffs of 20% of workforce Restructuring For background information, start with these Wikipedia articles: Choose a company facing economic challenges similar to those mentioned in the assignment directions Layoffs of 20% of workforce Restructuring For background information, start with these Wikipedia articles:

ENC 4212, Professional & Technical Editing Fall 2015 Week 7 Slide 4 of 8 Editor’s Role in Corporate Communications At senior level, an editor is involved in developing strategy for important company-wide communications VP of communications may have started as an editor and then rose steadily to higher positions A talent in verbal expression must be combined with street smarts and acceptance by peers Editor must understand not only communication principles but also the subtleties of human motivation and behavior It also helps to have a high tolerance for risk in relation to reward! At senior level, an editor is involved in developing strategy for important company-wide communications VP of communications may have started as an editor and then rose steadily to higher positions A talent in verbal expression must be combined with street smarts and acceptance by peers Editor must understand not only communication principles but also the subtleties of human motivation and behavior It also helps to have a high tolerance for risk in relation to reward!

ENC 4212, Professional & Technical Editing Fall 2015 Week 7 Slide 5 of 8 Role 1: Strategy Start with plausible “what if?” scenarios Predictable reactions of... Shareholders Customers/clients Middle management Rank and file employees Regulatory authorities Apply decision theory (“game theory”) Used to predict economic consequences of certain actions/inactions This requires knowledge of specific logic rules and analytical processes See Perform a cost/benefit analysis of alternatives “Cost” must be measured not only in dollars but also image and market status Likewise, “benefit” might be defined as satisfying new consumer preferences or exploiting new technology (one tool or system superseding another) Results of this analysis will suggest how and when a message should be communicated

ENC 4212, Professional & Technical Editing Fall 2015 Week 7 Slide 6 of 8 Role 2: Implementation After defining the strategy, the team must decide how to put it into action Creating the message(s) Choosing the right media Structuring a feasible workplan Assigning tasks and deadlines to individual support functions Managing this process is a big job in itself Monitoring progress and results Keeping everything on schedule Maintaining high quality standards Mollifying the egomaniacs and drive-by executives Observing carefully who performs or fails to perform After defining the strategy, the team must decide how to put it into action Creating the message(s) Choosing the right media Structuring a feasible workplan Assigning tasks and deadlines to individual support functions Managing this process is a big job in itself Monitoring progress and results Keeping everything on schedule Maintaining high quality standards Mollifying the egomaniacs and drive-by executives Observing carefully who performs or fails to perform

ENC 4212, Professional & Technical Editing Fall 2015 Week 7 Slide 7 of 8 Role 3: Results Measured using several benchmarks Stock market response (rise, fall, stay the same?) Customer response (sales up, down, same?) Internal response (employees happy, angry, indifferent?) Media response (positive, negative, neutral?) The post-implementation analysis is not easy Many uncontrollable variables Beware of delayed effects (impact of decision may take years to determine) Post hoc, ergo propter hoc = common fallacy Measured using several benchmarks Stock market response (rise, fall, stay the same?) Customer response (sales up, down, same?) Internal response (employees happy, angry, indifferent?) Media response (positive, negative, neutral?) The post-implementation analysis is not easy Many uncontrollable variables Beware of delayed effects (impact of decision may take years to determine) Post hoc, ergo propter hoc = common fallacy

ENC 4212, Professional & Technical Editing Fall 2015 Week 7 Slide 8 of 8 Stress, Distress, and Egress “Editing” comprises more than just shaping and polishing content in various media -- it also means understanding and guiding the whole process: Sender Message Receiver “Brilliance of execution” is often a matter of lucky timing The greater your success, the more modest you should be Most important strategy may be the “exit” strategy! Some useful links “Editing” comprises more than just shaping and polishing content in various media -- it also means understanding and guiding the whole process: Sender Message Receiver “Brilliance of execution” is often a matter of lucky timing The greater your success, the more modest you should be Most important strategy may be the “exit” strategy! Some useful links