Taking Control: Constructing an

Editorial Framework and

Policies

Introduction

Model and Elements

Principles

Roles

Protocols

Policies

Case Studies

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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.

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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

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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.

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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.

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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)

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Basic Elements of a Framework

Editorial principles

Roles and responsibilities

Content protocols

Editorial policies

Signatures (senior management)

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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.

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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

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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.

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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

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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.

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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.

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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

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Signature(s)

Makes everything official

Chair of editorial board

A prominent senior manager

Your supervisor

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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

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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

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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

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Case Study 4: Council on Envr. Quality: A Chinese Wall

NOAA developing site for CEQ ocean policy

CEQ controls all content (with erected wall)

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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”

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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

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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.

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