No more excuses.

If professional communicators want I.T. professionals to give them a little more respect, and quit calling their work “fluff”, they need to start adhering to some clear standards and technical rigor. Yes, communications is also a “technical” craft, even though it’s more often included under the heading of “arts” rather than “science”, and as someone who has been a communications professional, I know what kind of discipline, experience and skills it requires.

When I put on my “Web” hat, though, I have to say that I am disappointed at how many communications professionals are making excuses about why they don’t understand the Web, or how they don’t have the skills to develop content for the Web. Maybe some of our older colleagues (50+ years old) who worked in communications before the Internet era can say they haven’t developed the skill set to do Web communications, but it seems that many of our younger communicators (even those in their 30s) should be highly skilled in Web communications by now…yet they are not.

At the risk of offending many of my colleagues in the Communications field, here is an urgent call for the reform of our practices:

• Don’t be intimidated by those in information technology roles who hold highly specialized technical skills - the principles for developing good Web content are the same no matter what technology is used. Learn about what IT people do. Learn the jargon. Keep up on new developments in technology, even if it’s only at a superficial level. 
• Don’t relinquish control of communications work to people who are not communications professionals – whether you know it or not, there are standards and techniques for what you do, and if your colleagues or clients aren’t aware of them, document them and then follow them faithfully. If your communications practice doesn’t demonstrate rigor and discipline, you will never gain the respect of I.T. professionals or senior managers.
• Learn information design. Learn information design.  Communications has become more than just writing, speaking and presenting – it’s also about business, design and technology, all channels for communications. Learn about information design for the Web so that you have a more holistic understanding of everything that impacts Web communications.
• Don’t write for Web the way you write for print. Above all, learn the differences between print and electronic communications, and demonstrate superior skills in creating communications for both media. There is simply no excuse – no excuse – for not having the skills to write for online media. The Web is not a recent phenomenon anymore, it’s a cultural pillar, a leading arrow for change in the way we live our lives and communicate with each other. When it comes to the Web, don’t be a broken link.