HSN Learning Module Project

Creating a multi-channel, company-wide guide for copy style

HSN has four primary writing divisions, and still several others which write (including broadcast, marketing, etc.). Among the four writing divisions (print copy, .com copy, public relations, product information), there are multiple sets of practices, some of which have likely lived for several decades. But there is not, after 30 years of business, an official Style Guide for writing. As I know it, there is so far only one document that comes close, a basic cheat sheet created by the .com copy department to answer the most essential questions. It's helpful, but quite infant in state.

Why is a Style Guide important?

It allows companies to communicate clear, compelling, and persuasive messages while remaining consistent with tone, voice and branding strategies. In our case, the goal is to accomplish this across all channels. That means the copy contained in on-air (HSNtv) graphics will sync with copy in the direct-mail Program Guide, which will be consistent with the copy on all elements of HSN.com.

It's important to remember that this document should not and will not be of the one-edition variety. It should, rather, be a living organism, one that grows as the company grows, and bends along with industry standards. In 20 years, a new senior writer will be updating, adding and subtracting and keeping it fresh and up-to-date. That's language -- it changes, which is why new versions of the dictionary come out every year.

So, how does one get an entire company to adopt such a document? How does one encourage other divisions (and leadership) to use these guidelines as their own. Well, it starts with credibility. If those building the document have it, that goes a long way. If not, well, um, no one will pay any attention.

In an effort to gain "buy in" from other divisions, it will be important to share initial (not first, but initial) drafts with other departments and divisional leaders, encouraging feedback and promoting a feeling of involvement.

This is a global document, and the magnitude of its worth is difficult to explain.

Here are a few of the sources we'll be working from.

And we begin...

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