Post on 25-Dec-2015
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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Case Study 1: Coral Reef Information System: A NOAA Program
Central Site for major NOAA program -- many offices
Site jointly managed by several groups
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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
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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
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Collaborative Board –all report to office director
Ongoing - considerable work done by email 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 9537
301-713-3060x112
Introduction
Model and Elements
Principles
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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