SOEWA Winter Seminar

August 19, 2014

I attended (and spoke at) the Society of Editors (WA) [SOEWA] Winter Seminar on Saturday. It was a day packed with good information and a variety of speakers and topics. Here’s my summary of the sessions (not including mine on the pros and cons of telecommuting).

These are my note and opinions, and do not reflect anyone else’s experience.



Dr Hilary Cadman: PerfectIt and other editing tools

Hilary had two sessions at this seminar.

The first was on PerfectIt (http://www.intelligentediting.com), which I use. This was a hands-on demo, and considering the time she had and the number of people in the room (about 27) and the varying levels of comfort with PerfectIt (from those who’ve never heard of it to those who are users of the software), she did well in covering as much as she did. Even though I’m a PerfectIt user, I still learnt something in this session, like how to add customizations to a style as you go (I’d been doing it the manual way). She also mentioned the free style sheets available from PerfectIt such as those that covert UK to US spelling and vice versa, and the Australian Government style sheet.

Her other session later in the day covered other editing tools that can automate some of the repetitive processes we do.


  • embrace technology
  • start somewhere
  • get connected

Advantages of tools:

  • save time
  • save sanity
  •  improve quality
  •  decrease RSI
  • look more professional — improved image, better client confidence in you
  • add value to client (e.g. offering client a PerfectIt style sheet for their future docs); can go beyond the client’s expectations


  • over reliance on tools
  • can mess things up (e.g. beware of replace all, fix all)
  • cost of the tools and time learning program
  • employer resistance to installing unknown applications on their systems
  • potential overlap with functions in tools

Hilary’s ‘can’t live without it’ recommendations — PerfectIt, Editor’s Toolkit, and PhraseExpress (http://www.phraseexpress.com).

Editor’s Toolkit (http://www.editorium.com) — looks overwhelming, not user friendly, but once installed and start using saves lots of time; has about 48 shortcuts, but don’t need to use them all. Many are very useful. ~$70 (Jack Lyon’s program)

EndNote (http://www.endnote.com) — for managing citations/references.

EdiFix (http://edifix.com) — online search tool for citations/references that you can use to find references that can then go into Endnote.

John Denton: Business systems

Essential to have systems for your business:

  • Process: flow of work — start, do, end; Flow charts can map about the business flow (e.g. how to respond to an enquiry)
  • System: how the process is recorded, executed, and communicated to be consistent every time

Process: what needs to be done; System: how it needs to be done

Where do you start?

  • what are the areas of greatest frustration in my business?
  • how do these frustrations impact my business?
  • what results am I NOT getting due to these areas?
  • how is that impacting me personally, emotionally, financially, health, time etc.?

Systemization gives you time to document etc. the system! Need to make time to ‘sharpen the saw’ (Steven Covey)

  • ‘The real problem is that my business lacks a system to….’
  • What will be the benefits to the business of implementing a system?
  • What will be the benefits to me personally?

Map out business aspects/processes (production [do the work], admin [e.g. invoicing], people, entrepreneurship, sales and marketing)

Need for:

  • Contact Management System
  • Document Management System

Can change Windows folder icons to help identify where files are (http://www.foldermarker.com), and/or use a consistent numbered system for folder names (e.g 01Admin)

Benefits of having systems:

  • prevent or minimize errors
  • reduce need for and cost of rework
  • easier to train/employ staff
  • can use temporary staff/outsource when you have a system
  • frees up owner to work on the business — or have time off! (e.g. holidays)
  • things get done consistently and in a timely manner
  • business is not ‘owner-centric’

Challenges of systems: Business personalities:

  • The analyzer — loves detail, analysis, problem solving (left-brain dominant)
  • The safekeeper — works to a structure, systems, checklists, plans (left-brain dominant)
  • The carer — people person, counseling, making sure people are OK (right-brain dominant)
  • The player — entrepreneur, doesn’t organize anything, risk taker (right-brain dominant)

In a perfect business, need all those elements. most have all traits in some degree or another, but some personalities will dominate. Various personalities will drive each other crazy!!

What do Boeing and David Lee Roth have in common? Van Halen were first band to take 18+ trucks of gear on the road, so had to use systems to make sure everything worked. Roth developed a process for setting up everything so that it was done right and wasn’t a hazard. His contract stipulated removing the brown M&Ms from the artists’ room as a test to see if the system had been followed. Boeing – created checklists for aircraft back in the 1930s(?)

Don’t need to produce manuals to document processes — can produce videos, use diagrams and pictures, flow charts, swimlane diagrams, checklists

Improve system:

  • continuous improvement — act, plan, check, do
  • put a QA process in to see that keeping on track

Procrastination and perfectionism are your worst enemies in putting systems in place!

John uses Trello (http://www.trello/com) for collaborating on projects and Fiverr (http://www.fiverr.com) for outsourcing some tasks.

Margaret McNally: How many P’s exist in ‘publication’?

Margaret was managing editor for a university (print) publications team and described the complex workflow in getting documents from concept to publication.

‘P’ aspects of publication:

  • pen
  • paper
  • process
  • production
  • patience
  • persistence
  • PANIC!
  • print
  • pleasure.

Implications of digital for print publications that are competing with online environment:

  • length of stories
  • design and imagery.

Managing Editor – person in charge of managing all aspects of the editorial process of publications including staff, budget,and production schedules (copy editing, design, imagery, print, compliance [Competition and Consumer Act 2010], budget, staff)

Adobe InCopy — Lets copywriters and editors style text, track changes, and make simple layout modifications to a document while designers can be working simultaneously on the same document using InDesign — all without overwriting each others’ contributions. (from http://www.adobe.com) ~$AU382, part of Adobe Creative Suite 6 (Creative Cloud)


  • know your company/organization
  • familiarize yourself with latest trends — publication,  print, online
  • develop ideas.

Georgina Wilson: Editing for the web — same, same but different

Case study of shifting the Western Australian Department of Agriculture and Food (DAFWA) from print to web publications/communications.

Website wasn’t a resource priority for a long time – frustrating to use, poor navigation, lack of current material, thousands of pages getting no views, no incentive to upload new material.

Had to start from scratch — back end and front end.

BUT developers were employed before they did any user analysis!!

Chose DRUPAL as their content management system. Long process in agreeing on architecture.

Needed to comply with accessibility guidelines, large team of authors and approvers, training in writing for a new system (huge number of writers and reviewers funneling into 10 content approvers).

Arguments about where content belongs — e..g whether bees were ‘pests and diseases’ or ‘livestock’!! (they decided on livestock as bees are not a pest).

New website has 8 main headings (was 13). As 90% of visitors came in via websites, was the navigation that important?


  • more visual, with good images
  • responsive design for different platforms
  • tag relevant topics for search
  • content review date of one year (default)
  • links to other articles on site
  • links to other relevant sites
  • contact details for further info.

Process was slower than expected to get website up… few extra resources were allocated outside the web development team.

Old website was 13,000 pages (mostly PDFs), but so far only about 2000 on new site, so still a long way to go, though some content may not get migrated as out of date.

Two approval stages:

  • author to project approver
  • directorate approver/publisher

Editing for the web:

  • need to follow the style guide
  • look for missing tags, links, quality of images
  • think scanning rather than reading; think of the reader NOT the writer
  • plain English
  • try to grab and hold attention
  • multiple screens examples (we all have multiple screens on at the same time — e.g. TV, laptop, tablet, phone)
  • must be accessible — add alt text to images

Audit trail and process:

  • usually draft text in Word where track changes are easy
  • theory is that author will consult with others but doesn’t always happens
  • some external editors have been employed
  • still waiting for pages that don’t need edits
  • audit trail of every change remains available

Writing basics:

  • reverse pyramid approach– big picture first, then drilling down
  • plain English
  • short titles (6 to 8 words)
  • one deck if possible [she didn’t explain what this meant]
  • keyword in title are the first and last words
  • short paragraphs (40-70 words, though may still be too long)
  • short sentences (15-20 words)
  • replace semicolons with separate sentences, or bullet points
  • lots of headings, bullet points
  • links to other useful sites
  • 10-second rule (lose reader if they don’t find answer in 10 secs)
  • no underlining except web and email addresses
  • no italics except scientific names

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