Editing
Journalists are trained to gather facts and then present the appearance of a balanced case. That’s not what we do at all. Our clients spend money to make a case in order to inform and change attitudes. That requires a completely different approach.
Before desktop publishing arrived, every author usually had an editor. In commercial publishing, they still do. That’s because a big writing job is simply too much of a job for one person. As editors, we take time to understand the author and their message. We help them organise the structure of their argument so they don’t get stuck half way. We are reviewers, advisers and ‘critical friends’.
Sometimes, the process of developing a text (by committee, for example) results in a less than complete, comprehensive and persuasive case. We review the text, looking for duplication, missing parts of the case and things in the wrong places.
We work out the central thread of the message, and the key branches. Then one by one, we carefully place all the big and small points to be made on the right branches. It’s a bit like decorating a Christmas tree!
Our aim is to make your ideas clear and the reader’s task easier. We don't want to change what you want to say: we want to help you say it more effectively.
We make texts more effective by simplifying sentences, making ideas clearer and removing any confusing expression or unnecessary jargon.
We are ‘plain English’ specialists (if our rich and constantly changing language, the language of Shakespeare, the only language ever spoken on the moon, can ever be called ‘plain’). We clarify ambiguities, add or subtract material as necessary and check grammar and style.
Application of consistent styleMany organisations are supposed to follow style guidelines (such as Commonwealth Government departments and authorities). Often, the works of many authors must be brought together and a common style applied. Style inconsistencies may not be the end of the world, but they are sloppy … and who knows which important person is going to notice?