1. Corporate Webwriting Dr. Downing Information Design Fall 2008

2. Understanding “Consensus” l Unlike many of your current web projects, a corporate website reflects the consensus of the organization, not the style of an individual. l Corporations (and universities) typically have strict standards governing writing style, article length, overall appearance, logos, colors, and art that may be used on the site.

3. Webmasters vs. Webwriters l If you become a webmaster--along with being a webwriter--you may have significant input in terms of site design. l However, if you are a writer who composes some web copy, you typically will have less input into issues of site design. l Instead, focus on the quality of your writing. l Webmasters welcome text contributions from a professional writer.

4. Webmasters vs. Webwriters (continued) l First, develop a working relationship with the webmaster. l Second, study your own website from top to bottom. l Third, study other websites for the latest models for website writing and design. l When the time comes, offer your models to the appropriate group for possible changes/revisions/improvements.

5. Webmasters vs. Webwriters (continued) Bottom Line: l Always try to reach consensus, so that everyone is on the same “page”. l Be sensitive to the protocols that govern the website. l As always, focus on attending to the needs of your readers and supplying the content that your editor requests.

6. Negotiating Style l Too many webwriters can spoil the site. l If you have more than one webwriter, be sure to sit down with your editor and any other writers to address matters of style. l Your organization may already have an “in-house” style manual. Be sure to get a copy. l One of the best-known is the Microsoft Manual of Style for Technical Publications (available on BlackBoard in.pdf format).

7. Interact and Provoke l Remember the big secret of webwriting: The Web is INTERACTIVE. l The old models were one-way. l The Web is two-way, three-way, four-way... l Use this to your advantage. l Provoke and promote action while offering an avenue for readers to respond. l Create blogs and other interactive services (such as Wikis) where readers can react, contribute, and provide feedback.

8. Conclusion l Collaboration means negotiation and cooperation. l Ask lots of questions. l Obtain a style manual. l Always serve your audience. l Be ready to revise. l Be flexible and patient.

9. l Questions?