Chapter 11
Evolving Your Writing for Online Media
In This Chapter
Reworking your words for today’s wired world
Strategizing your online program and goals
Adapting good writing techniques for the Internet
No question, the digital revolution has changed how we communicate – and even how we think about communication. Snail mail turns into email. Newspapers and magazines morph into online formats, marketing brochures into websites, advertising into social media word-of-mouth. Even telephone use declines as texting grows.
Mass media campaigns still exist, but the old top-down model – where professional communicators fuelled by big money organizations tell others what to buy and think – is fast being replaced by an ‘everyman’ model in which the digital universe gives every person who can access it a voice. At the same time, organizations must become more adept at harnessing the new tools to reach their audiences in more personal ways.
One key element remains constant. Everyone still depends on words. Delivery systems evolve and speed up but communication is inescapably language based. ...
