Sell the Industry to Business: Why Does General Motors Need an Editor - Report Example

SELL THE INDUSTRY TO BUSINESS: WHY DOES GENERAL MOTORS NEED AN EDITOR By Name Course Instructor Institution City/State Date Sell the Industry to Business: Why Does General Motors Need an Editor Introduction Scores of editors have found novel opportunities in the present remodeled publishing industry, toting up capabilities like information design, Web site production, or writing to their repertoires. Still, the industry shifts can as well ignite ambiguity concerning the role of editors in business setting (Thompson, 2013, p.134). According to Hall (2013, p.23), producers of Web sites as well as CD-ROMs often resided in fields like film or software development and so could have no or little knowledge about print publishers who migrated recently to digital publishing have got themselves in unexplored field. In these milieus, as mentioned by Guthrie (2011, p.22), editors progressively find themselves struggling to enlighten their clients or companies precisely what they add to the organization, project, or department given that their publishing technology outdates their workers' job descriptions. As skilled supporters for readers of reports, newspapers, magazines, as well as other publications, editors have vital contributions to make as proponent the emperor, especially in the marketing industry, wherein original content for scores of committed publishing brands is fundamentally paving way for more gainful alternatives like curation and aggregation. Editors according to Christie (2012, p.176) are often concentrated on the volumes of audience as well as engagement metrics. Such are undoubtedly valuable proxies in advertising also, but advertising metrics are mainly rooted in measurably changing purchase behavior of the customer. The essay seeks to give reason why General Motors need an editor, and the value that will be added in the company by the editor. Discussion In General Motors they need editors typically for: reading content as well as rectifying errors in grammar, punctuation, and spelling; rewriting copy to enable readers comprehend easily; authenticate facts through g standard reference sources; approving final versions submitted by employees; and analyze submissions from various department so as to decide what to publish. Besides that GM need editors for planning the publications and digital media content consistent with the company’s style of publication as well as editorial policy. In this case, editors will strategize, coordinate, and review publication material in company’s websites and magazines. Furthermore, editors will review corporate writings from different departments and make a decision on what material will be eye-catching to readers (Hall, 2013, p.25). They may as well edit and review digital media content as well as drafts of articles and books, provide suggestions to improve the content, as well as recommend headlines and titles for publications. GM is a big company, and will need more than two editors to carry out all of the editorial duties in the company. In order to realize its editorial goals and objectives, GM will need two types of editors: first, Copy editors who will review copy-based errors in spelling, punctuation, and grammar as well as verify the copy for the style, readability and consistency with GM’s editorial policy. They recommend revisions, like rearranging paragraphs addition to sentences and changing words so as to improve accuracy and clarity of the content (Silverman, 2013). They as well may conduct research, verify writers’ sources, and validate statistics, dates, and facts. Additionally, they could help GM organize page layouts of marketing, photographs, and, articles. Another type of editors needed by GM is executive editors who will oversee the copy editors, and also have the last say concerning what content to be published and how they will be covered. In this regard, executive editors normally recruit reporters, writers, among other staff, and always negotiate contracts and plan budgets with regard to the company’s editorials. Even though the majority of editors operate from offices, an increasing number are working y from their home. In this case, they utilize electronic publishing software or desktop, and other equipment for electronic communications to create their content. Employment is fairly concentrated in key entertainment and media markets, but enhanced Internet and communications capabilities have enabled contemporary editors to operate from diverse locations. Prior to hiring any editor, GM must make certain they have crucial skills such as creativity, interpersonal skills, detail oriented, and good judgment. Undoubtedly, editors have to be curious, creative, as well as well-informed in a wide scope of subjects. A number of editors often produce attention-grabbing content and mesmerizing headlines, which may help GM, reach more customers than intended. Editors will make GM certain that the material published is error-free and goes with the publication style. Besides that, editors can easily decide if particular content is ethical or if there exists adequate proof to publish them. Presently, competition for employment with well-known companies is predominantly strong for the reason that the publishing industry employment is expected to decline. However, editors who became accustomed to digital media and are at ease working with diverse digital and electronic tools are advantageous in finding work, especially in marketing industry. Even though the manner in which individuals use media is shifting, Suber (2012, p.37) posits that editors will go on with adding value by revising and reviewing drafts as well as maintaining the voice and style of a publication. Previously, organisations perceived editors as a needless step in the process of content making, and rather they used to publish their content full of mistakes making it hard for the targeted audience to understand. Additionally some organisations did not allow their editors to have a say on the materials intended for publishing, and whenever the published material backfired they used to lay the blame squarely on the editor. Even now, some companies do not understand the value added by editors; instead they view them as an additional component in the machinery. Companies that have been publishing often can quote chapter and verse concerning how skilled editors have saved them from editorial-related embarrassments. Even though editors do not change the content, their second set of eyes with a distinct standpoint on the audience permits writers to calm down and produce excellent work. All and sundry in advertising industry are discussing about content, but as mentioned by deGeyter (2014) only a few brands are successful. This is for the reason that lots of brands do know the value of editors in creating marketing, promotion, or advertising content. Most companies including GM lack guiding principle and editorial positioning through which to develop a content strategy (Canon, 2011). Nowadays, any brand intending to succeed in the market must have an editorial positioning; therefore, GM must carefully select its editors who can help the company produce a number of good-looking essences. Most editorial guiding documents together with all of the thinking and effort they sum up appear to be left resolutely under the table during content planning (O'Reilly, 1997). Therefore, that is the madness, for the reason that having akin to any other company activity. For companies who recognize the value of content, then they must acknowledge the kings behind the content (editors) who work tirelessly to create error-free content that will appeal customers and meet the intended organizational goal. Whatever terms they utilize to explain it, all triumphant magazine or broadcaster posses an overarching positioning that thoroughly drives as well as defines its editorial plan (Reeves, 2013). It assists the editor to recognize the content that is accurate for the brand, and significantly the content that is not suitable for the brand. However, editorial positioning simple to apply, but has exclusively been applied to single-genre media companies such as Angling Times. Even multi-genre media companies like BBC have a guiding editorial proposition that assist the company with their contrasting content under their focused editors (Reeves, 2013). Therefore, GM akin to multi-genre media companies must formulate an editorial guiding strategy that will offer editors more power to the generated content, so as to get the needed master piece that will appeal the targeted audience. GM must understand that an editorial positioning does not have to deviate from its well-known essence on the brand, but scores of brands could find it better to convert their brand essence into a more directional and active one that can enable editors to more self-assuredly dictate the content. By so doing, GM will gain advantage over its pressing competitors, as well as a good opportunity of stealing consumer attention from well-known companies in the automotive industry. Conclusion In conclusion, the essay has proves that the significance of proofreading and editing carried out by editors cannot be taken too lightly. When an employee from the company communicates outside or within the company, the communication is a reflection of the business. In case the company sends out reports, proposals, letters, emails, as well as other documents that are disappointingly written and have numerous errors, then the company reputation suffers. This proves the essence and value of editors given that imperfections and mistakes of any form can result in harm. Basically, grammatical as well as typos errors have made companies to lose investors, face lawsuits, and also to incur unnecessary cost for reprinting materials that had previously been printed, but had editorial mistakes. Therefore, editors pay vital roles for any company that intend to generate online content and publishing material that is attractive and appealing to customers, especially for marketing purposes. References Canon, E., 2011. The Guiding Principles of Content Creation and Curation. [Online] Available at: http://fashionscollective.com/FashionAndLuxury/05/the-guiding-principles-of-content-creation-and-curation/ [Accessed 26 August 201]. Christie, I., 2012. Audiences: Defining and Researching Screen Entertainment Reception. Amsterdam: Amsterdam University Press. deGeyter, S.G., 2014. Content Marketing Isn’t A Good Marketing Strategy After All. [Online] Available at: http://www.searchenginejournal.com/content-marketing-isnt-good-marketing-strategy/106227/ [Accessed 26 August 2014]. Guthrie, R., 2011. Publishing: Principles and Practice. Oaks, California: SAGE. Hall, F., 2013. The Business of Digital Publishing: An Introduction to the Digital Book and Journal Industries. New York: Routledge. O'Reilly, T., 1997. Positioning and Branding. [Online] Available at: http://www.oreillynet.com/pub/a/oreilly/tim/articles/positioning.html [Accessed 26 August 2014]. Reeves, M., 2013. Content marketing: why brands need an editorial positioning. [Online] Available at: http://www.fourthsource.com/general/content-marketing-brands-need-editorial-positioning-12958 [Accessed 26 August 2014]. Silverman, C., 2013. Why good copy editors are ‘abnormal’ humans. [Online] Available at: http://www.poynter.org/latest-news/regret-the-error/220802/why-good-copy-editors-are-abnormal-humans/ [Accessed 26 August 2014]. Suber, P., 2012. Open Access. Cambridge, Massachusetts: MIT Press. Thompson, J.B., 2013. Books in the Digital Age: The Transformation of Academic and Higher Education Publishing in Britain and the United States. New York: John Wiley & Sons. Read More