Communications, now we are in the twenty-first century has got ever more demanding. There is such a wide range of skills needed, the greatest problem is trying to keep pace with the technology.
Web editors today not only need to be able to write but to understand how to format and style text. This is essential so that it can be more easily assimilated from the screen.
This bears little relation to traditional 'writing for print' editing skills. If the writer leaves this styling process to the designer - the whole emphasis of the copy may be changed with the readability also impaired.
Here is a list of topics with which editors should either be familiar or experienced in dealing with (and this is not exhaustive):
More traditional skills:
- corporate communication understanding the needs of the business environment
- knowledge of the business or industry sector
- photographic image manipulation
- multimedia preparation for audio and video clips
New skills:
- editing more tightly for screen reading
- formatting and styling copy for rapid screen reading
- understanding web screen design
- structuring and managing web content
- an appreciation of screen typography
For many communicators there is a big knowledge gap that needs to be bridged.
On a more technical front:
- Understanding the limitations of HTML programming and web 2.0 technologies
- web usability
- accessibility issues
- knowing what script programming can offer
- the potential of server (back-end) programming
- understanding content management software
For many communicators there is a big knowledge gap that needs to be bridged. So it is all the more important that there is good teamwork among the specialists.
In the long term though, simply relying on others will inevitably result in poor websites, excessive and wasted communication budgets, frustrated users and lost business.
Broadening skills and understanding other team members' specialisations is vital.