Working or not, most technical communicators yearn to make extra money, raise
their visibility and bolster their resumes. One way to achieve all those objectives
at once—and have fun to boot—is to write for magazines, technical
or otherwise.
But how do you proceed, especially if you're new to the game? Some useful,
step-by-step recommendations emerged during a recent STC-sponsored audio teleconference
called "Writing for Magazines," presented on June 18 by published
technical writer and Hoosier Chapter President John Hedtke.
Step One: Hatching Saleable Ideas
Before you can write a magazine article, you need an appealing idea that addresses
at least one of four perennial themes:
How to make or save money
How to save time
How to be loved
How to have fun
Within those broad headings, of course, the possibilities for magazine article
ideas are endless and reflect your own interests, skills and life experiences.
Some of the most engaging features spring from the unexpected but happy intersection
of two typically unrelated subjects. Example: travel and soccer, Hedtke said.
Step Two: Targeting Suitable Magazines
Once you select an idea, your next task is to find a magazine that might publish
your submission. For suitable candidates, check reference sources such as the
Writer's Digest and the Writer's Market. Both guides list hundreds of publications
and their editors, describe their editorial guidelines and focus, and specify
pay rates.
But neither compilation is exhaustive. For additional listings, check newsstands,
web sites and libraries, both public and corporate. And remember, many periodicals
now have electronic publishing arms that afford freelancing opportunities quite
apart from printed forms of distribution.
Step Three: Selling to Editors
Having chosen a magazine, you then need to approach its editor with a proposal.
Your chief tool for doing so is a one-page, personal query letter that effectively
sells your idea in the opening paragraph. A query letter communicates the gist
of your planned article and should reflect an understanding of a magazine's
mission and readership, Hedtke said. Always mail your letter and enclose a stamped
return envelope with a clip or two, if necessary.
When crafting your query, also heed the following additional tips:
Never direct editorial queries to subscription offices—an amateurish
goof.
Never pitch the same article to different magazines simultaneously—the
shotgun approach to querying alienates exclusivity-loving editors.
Step Four: Meeting Editorial Expectations
The long-awaited approval of your article arrives. Congratulations! Now comes
the fun part—composition. As you write, scrupulously follow editorial directions.
Avoid surprises; editors hate them. If you have questions, ask. And above all,
meet deadlines. If you must change your work, do so, even if requested edits
make you wince. "Editors are always right," Hedtke said, tongue in
cheek.
Finally, send a bill immediately after your proposal's acceptance. Because
magazines sometimes fold, delayed invoices can mean forfeited checks, Hedtke
said.
This article has been reprinted from the STC Silicon Valley Chapter newsletter,
Connection.
Beyond Borders: Web Globalization Strategies
A book review
by Jeff Staples, Information Developer, Kitba Consulting
John Yunker. 2003. Indianapolis, IN: New Riders Publishing. [ISBN 0-7357-1208-5.
552 pages, including indexes. $39.99 USD (softcover).]
If your web site is not designed for or understood by a global audience, you
are excluding an estimated 200 million people, according to John Yunker in Beyond
borders: Web globalization strategies. Yunker contends, "Web globalization
will open your organization to virtually unlimited opportunities, but also many
risks" (p.3). It is these opportunities and risks that Yunker examines
in his book.
The chapters are organized into seven Parts that convey the flow of globalizing
your site. The focus of each Part ranges from preparation through implementation
and strategies for successful global promotion. Part 7 contains a helpful glossary
and appendixes, the content of which is referenced in various chapters.
Throughout the book, Yunker "Spotlights" various organizations such
as Monster.com and FedEx. Through these spotlight glimpses, you learn how these
organizations went about developing their global web sites and the challenges
they faced. To help you gain experience in developing sites in other languages,
Yunker offers "Hands-on" sections. These sections offer files that
you can download to help you create actual sites in various languages, including
Spanish, German, and Russian.
Chapter 1 provides some basic information on the web and why web globalization
is important. Concepts and terms such as localization (L10N), internationalization
(i18N), and globalization (g11N) (pp. 17-21) are explained. According to Yunker,
"Success at Web globalization demands high attention to detail and the
ability to look at your web site through the eyes of someone else" (p.
11).
Many languages coexist on the Internet. Chapter 2 offers information on the
behind-the-scenes aspects of the Internet that make the coexistence of these
various languages possible. Here you learn about writing systems (ideographic
and phonetic), character sets (ASCII and Unicode), language identifiers, and
country codes. It is a lot to grasp at once, so bookmark this chapter for future
reference as you proceed through the book.
Chapter 3 prepares you to go global with your web presence. Here you can learn
about mistakes that other companies and, more importantly, learn how you can
avoid these same mistakes.
In Chapter 4, Yunker helps you to evaluate your global readiness. Before going
global, review the Reality Checklist (p. 81) and determine if your company,
products/services, and brand names are ready to go global. For example, you
have converted your web page (the front end) to Spanish, but can your customer
support staff (the back end) handle questions in Spanish?
After you have evaluated your readiness, you decide you are ready to go global.
Chapter 5 introduces you to the basic strategies for developing and managing
global web sites. Yunker provides you with a to-do list (p. 123) for going global.
The list is a convenient roadmap with detail on what each globalization component
requires.
And as with most ventures, "show me the money." You may be ready
to go with your globalization efforts but your budget may not. Chapter 6 addresses
this touchy subject. Yunker provides a checklist of globalization expenses you
can expect to incur as well as the areas these expenses will come from such
as "the five major slices" (p. 141).
So are you going to internationalize or localize your web site? Chapter 7
helps explain the two terms. "Internationalization is the process of building
a web site so that it can support multiple locales, while localization is the
process of modifying that site for a specific locale" (p. 171). You read
about elements that will help you create a balance between global efficiency
and local customization in creating your global web sites.
Chapter 8 addresses "the most important, and most noticeable, component
of localization: translation" (p. 193). Yunker covers the various phases,
components, and attributes associated with translation. Included in this chapter
are the phases of the translation process such as creating a budget and a translation/localization
kit.
To provide assistance with all the demands of web translation, Chapter 9 offers
information on software to aid in the process. Yunker focuses on the two most
common computer-aided translation (CAT) tools: translation memory (TM), software
that stores previously translated sentences for reuse, and machine translation
(MT), software that translates whatever text you enter.
Just as with taking printed doc and "dumping" online, what works
for your source site (for a specific audience such as the United States) may
not be the best for your entire global audience. Chapter 10 encourages you to
think globally as you create the text on your source site. This practice of
thinking globally can help you save on translation cost while maximizing your
translating dollars.
Chapter 11 focuses on the design of your web site: building your global template
and localizing that template for each web site. "A global template enables
companies to make the most of one design, to centralize control, and to convey
a consistent image to the world" (p. 282). However, your company may want
a completely localized web site for each location instead of a global template.
Both methods are discussed with examples of actual web pages.
Familiar with Unicode, the Internet's default character set? Chapter 12 discusses
Unicode and creation of multilingual web content. Unicode supports all major
languages; however, not all software supports Unicode. Yunker discusses four
methods for managing text in web pages and graphics and each methods strengths
and weaknesses.
Having one web site creates challenges in managing the site content. Chapter
13 provides information about the challenges associated with managing multiple
sites, including discussions on software that can help you manage web content.
The main challenges in keeping source and localized web sites in sync include
update control, error control, turnaround time, and business rules.
In the United States, we have the domain name system (DNS), which allows us
to enter Amazon.com rather than 207.171.181.16, its IP address. Chapter 14 explains
that DNS is not so user-friendly with a global audience. In addition, DNS allows
for only a subset of the ASCII character set, raising issues "for companies
with names in languages that use no ASCII characters at all" (p. 375).
If you have created a globally-focused web site, the front end (web page)
addresses your global audience. However, don't forget the back end (support
for customers using your site). Chapter 15 provides support information that
was briefly addressed in earlier chapters.
Your site will have little effect if no one knows about it. Chapter 16 focuses
on web-centric approaches to promoting your site such as search engines, banner
ads, and e-mail. Yunker provides an explanation of each type.
In wrapping up his discussion, Yunker addresses what lies ahead for web globalization.
Chapter 17 offers insight into likely trends in web development, commerce (companies
will be more specific in what they choose to translate), and content.
Web globalization is still in its infancy. Yunker has amassed a wealth of
information that will help you and your company as you begin or expand your
globalization efforts.
Committee Seeks Associate Fellow Recommendations
by Lawrence D. Kunz, Manager, Associate Fellows Nominating Committee,
and STC Fellow
Each fall, the associate fellows nominating committee asks chapters and members
to recommend STC members for the rank of Associate Fellow. This honor recognizes
the member's achievements in the field of technical communication and/or in
the work of STC.
Any voting member of the Society may make a recommendation. Recommendations
are sent to the Associate Fellows Nominating Committee, which forwards the names
of selected candidates to the STC Board of Directors for approval. Candidates
must have been active in the field of technical communication for at least fifteen
years and must have been members of the Society for at least ten years. (See
the sidebar for guidelines on nominating associate fellows.)
To be considered for election as an Associate Fellow, a candidate must have
attained distinction in the field of technical communication. He or she must
have performed important work in technical communication, done notable original
work that has contributed to the advancement of the field, or made a significant
contribution to the Society.
In August, each chapter received a packet describing the nomination process,
including the information required to consider a candidate. This information
will also be available on the Society's web site at www.stc.org/afellows_nominating.asp.
In addition, the Society office will mail to chapter presidents a list of all
eligible candidates in their chapters.
This year we will introduce a new form that will enable chapters and individuals
to nominate candidates online. The form also will contain guidelines to help
you assemble a nomination package that is complete and effective.
New Associate Fellows will be elected by the STC Board of Directors in January
2004 and will be recognized at the honors banquet at STC's 51st Annual Conference
in Baltimore.
Contact Society leaders you know for ideas about possible candidates.
Consider members who have received the distinguished chapter service award.
Consider qualified candidates who have transferred to another chapter.
You can nominate the candidate yourself or encourage the new chapter to do
so.
Verify that the candidate has been a member of STC for ten years and active
in technical communication for fifteen years.
Do not ask candidates to prepare and submit their own materials and nomination
forms.
Use the online nomination form.
Do not embellish a candidate's credentials.
Select references who know the candidate's accomplishments, and obtain
permission to use the references' names.
Provide sufficient information about the candidate so that the associate
fellows nominating committee can determine qualifications for nomination.
Editor's Note: This article was reprinted from the July/August 2003 issue
of Tieline.
Regular Features
September Volunteer of the Month
Todd Breeding
by Cindy Pao, Information Developer, BMC Software, Inc.
STC Houston is pleased to name Todd Breeding as the Volunteer of the Month
for September.
Todd deserves this award for his work revitalizing and managing the Online
Documentation Special Interest Group (SIG).
Nice Management Style
Not only is Todd the manager of the Online Documentation SIG, he has a day
job, too. He manages the Digital Signal Processor documentation group at Texas
Instruments. Sources there say that Todd is a great boss who lets his writers
work at home any time they want, as long as it's after 5 p.m. or on the weekend.
At work, the team is located in an area divided into cubicles. Even normal
conversations can be distracting. Todd has a sign that he sometimes holds up
that says "Quiet Please." However, the writers have learned that all
you have to do to make him understand that he's micromanaging is start talking
about your latest doctor's visit or the litter box, and Todd covers his ears,
says "Nyah, nyah, nyah..." and runs away.
Todd's writers recently complained that they were unable to print. Todd responded
by reminding them that they're "the spearhead of the paperless society."
Todd starts meetings on time by offering candy. If you are late, however,
you get an action item. All in all, he keeps things light and fun, and he backs
up his writers when things get stressful.
Profile of a Winner
Todd likes to bowl. His team, called the Gutter Dogs, bowls every Wednesday
night. Todd owns three bowling balls that are the latest in bowling technology.
In high school, Todd wanted to be a motorcycle mechanic. Today, he owns a
Harley and fancies himself a biker.
Todd was once a member of the Skate Trash, a splinter group of the Urban Animals.
He and an unidentified friend could be found rollerblading through the Heights
every Wednesday night, where they stopped at different bars every half hour
until approximately 2 a.m.
Todd served in the Persian Gulf during the the first conflict with Iraq. Now
he won't let his writers get away with doing their jobs "good enough for
government work."
That Secret Smile...
If you see Todd in his office smiling, you've probably caught him reading
the online version of Paddler magazine, a periodical for kayak and canoe enthusiasts.
Thanks for All Your Hard Work!
Todd initially contacted me to ask about the status of the Online Documentation
SIG and ended up managing it. Todd, thank you so much for stepping up to the
plate!
Letter from Linda
Priming the Pump
by Linda Oestreich, Region 5 Director-Sponsor, STC Fellow
Ah! September is here and the STC juices are flowing. September programs have
been planned and notices sent. We begin to think about how we will treat this
new STC program year. Will we be active and offer some of ourselves to our profession?
Will we attend occasionally and soak up the things we need to keep ourselves
up to date and in the network? Or will we put all of it aside for other priorities,
other interests, other pursuits?
My plans are to stay as active as I can. And although that level of activity
might change from last year or the year before, I hope to meet my personal needs
for fulfillment. That means I will work to keep in touch with the presidents,
chapter members, and SIG members throughout Region 5. For, as some of you may
know, I have joined the ranks of those who are unemployed! Or, as those in my
outplacement agency insist we practice saying, "I am currently in a self-sales
position with a deferred income."
OK, so along with attending workshops in how to look for a job and having
occasional pity parties for a guest list of one, I have been applying for work
and working my network. Everyone I meet says, "Oh, Linda, surely you won't
have any trouble finding work, you have such a great network!" And I do.
But that network doesn't work itself. It needs to be nurtured and activated.
So, it takes work to work it.
The first thing I must do is to continue with all my STC plans. Yes, I'll
still attend the STC Houston meeting on September 9. Yes, I will still be in
Portland, OR, for the STC board meeting, September 11-14. And YES, I will attend
and present at the Region 5 STC Conference, the Tech Comm Stampede, October
9-12 (for registration information, visit www.stcaustin.org/confregion5/index.html).
In the 19th century, folks used a pitcher pump to lift water from a well.
Because the pump relied on suction to lift water, the pump cylinder had to be
filled with water. So, each time someone raised water, they had to remember
to fill and keep an extra bucket of water. They would then use that water to
"prime the pump" the next time they needed water. I am fully confident
that my attendance at the Region 5 Conference and fulfilling my other STC duties
and connections is my bucket of water. I need it to get more water out of the
pump and I am convinced that I couldn't proceed successfully with my career
or professional development without it.
No matter who you are—student, teacher, manager, worker, or someone in
self-sales with a deferred income—making the sacrifice to get to Austin
in October could make a difference in your professional life. If you need to
put two or three people in a room to save money, call the conference organizers
for help. If you need to carpool to save transportation costs, make a road trip
out of it! The only cost you can't share is the conference registration itself.
And that's a cost that will bring you great return.
That return takes the form of networking opportunities, professional development,
a chance to visit one of Texas' most beautiful and active cities, and the camaraderie
of folks just like you who want to share their knowledge, their concerns, their
expertise, and their love.
The regional conferences meet a need nothing else can. They're small enough
to be intimate and non-threatening; yet large enough to bring in folks you might
not otherwise get to hear or learn from. Regional conferences are close enough
to home that the ideas, industries, and outlook portrayed by the presenters
are those you can easily identify with. And if you happen to be in a town that
has some of the best music and restaurants in the country for your evening entertainment,
well, how can you resist?
Sure, I want to land that perfect job in a perfect company, but "To live
only for some future goal is shallow. It's the sides of the mountain that sustain
life, not the top." So, if you're striving for a goal, and have concerns
about reaching it, focus on the journey. The upcoming STC year, most specifically,
the Region 5 conference in Austin, October 9-12, might just be the water you
need to prime your pump and sustain your professional life.
I'll be looking for you at the Region 5 Conference!
Blessings,
From the President
Providing Value
by Jocelyn Williams, Independent Consultant
Greetings, STC Houstonians! Our program year is in full swing. Your administrative
council has been working diligently to make the 2003-2004 program year the very
best!
This year, we will focus on the theme "Providing Value." As technical
communicators, we should believe that we provide value—because we do! It's
important that we internalize this belief. How can we convince others if we
don't believe it ourselves? We provide value in every project, program, or service
in which we're involved. As an organization, we should provide programs and
services that help members present their best. Collectively, we must promote
the value that we provide to other people in the work arena and other communities.
We have set several goals that coincide with our theme:
Look at historical perspectives. STC is 50 years old and our chapter
is over 40! Our Society and chapter have a rich history. It's important that
we understand "where we have been" in order to move forward productively.
Let's take time to reflect on the people, places, issues, and accomplishments
of the past within the technical communication profession.
Establish liaisons with other organizations. Other organizations
have programs, services, and initiatives similar to ours. We can join with them
to reach unchartered areas and promote our value.
Make long-range plans. We have done a good job with planning, but
there's more to be done. Planning ahead helps to streamline chapter operations
and programs and prepare future chapter leaders. Throughout the year, we will
evaluate our programs and services. We will also work to fine-tune our processes
and document what is most effective.
Promote our mentor program. We can learn so much from each other!
Everyone can make a positive contribution to someone else's career or life.
All are welcome to participate in this partnership. Please let Cindy Pao, vice
president and chair of our mentor program, know of your interest.
Contribute to our scholarship program. Education and training
is an important part of our career development. We plan to assist undergraduates
who want to study technical communication. The details for our scholarship program
are still being worked out.
We are very excited about this program year. Your chapter leaders will uphold
the excellent reputation of STC Houston, and we can achieve much by working
with you . We look forward to serving you!
From the Editor
Oh, the Places I've Been
by Rebecca Taylor, Product Marketing Manager, Hewlett-Packard
Without words,
without
writing and without books
there would be no history,
there could be no concept
of humanity. Hermann Hesse
Most parents have to nag their kids to turn off the TV or put down the video
game controller so the kids can do chores or homework. My parents? They had
to nag me about putting down the book long enough to do chores and homework.
I suspect they even resorted to hiding a few books!
But, oh the places I've been!
I've visited countless worlds and cultures, both fictional and true. I have
witnessed the hatching of a dragon and the death of an empire. I've seen sunsets
over the Sahara and sunrises over the distant moons of another planet. I've
wept with close friends as they have mourned the loss of the family dog or a
husband. I've cheered when a young boy's team wins its first sports championship.
I have loved books all my life. Love of literature was possibly the greatest
gift my parents gave me (even if they had to temper my enthusiasm!). I cannot
imagine a world where I could not read the book of my choice. I cannot imagine
a world where my children could not read a book of their choice. But it happens—more
frequently than I wish to think.
September 20-27 is Banned Books Week (BBW). BBW is an annual event meant to
raise awareness about the many books that are challenged and banned. Banned
Books Week is sponsored by the American Booksellers Association, the American
Booksellers Foundation for Free Expression, the American Library Association
(ALA), the Association of American Publishers, the American Society of Journalists
and Authors and the National Association of College Stores. You can learn more
about Banned Books Week at www.ala.org/bbooks/.
Happy reading!
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Ah! September is here and the STC juices are flowing. September programs have
been planned and notices sent. We begin to think about how we will treat this
new STC program year. Will we be active and offer some of ourselves to our profession?
Will we attend occasionally and soak up the things we need to keep ourselves
up to date and in the network? Or will we put all of it aside for other priorities,
other interests, other pursuits?
Greetings, STC Houstonians! Our program year is in full swing. Your administrative
council has been working diligently to make the 2003-2004 program year the very
best!
