Building Better Solutions

:
A Skills Symposium

April 1, 2011 Rochester Institute of Technology Rochester, New York

Spectrum

2011

Contents
Welcome Schedule Recognition Keynote Speaker Session Descriptions Session One Session Two Session Three Session Four DITA Short Sessions Vendor Tables Speakers Summit Awards Conference Supporters RIT Campus Map RIT CIMS Building Map Acknowledgments Rochester Chapter Leaders
11:00am - 12:00pm 1:15pm - 2:15pm 2:15pm - 3:15pm 3:45pm - 4:45pm 4:45pm - 5:45pm

1 2 4 5 8 8 10 12 14 16 18 20 28 30 31 32 33 39

Welcome
Welcome to Spectrum, the 52nd annual conference of the Rochester chapter of the Society for Technical Communication. Spectrum is the longestrunning educational conference for technical communicators in New York. This year we have partnered with the Department of Communication at RIT to highlight our commitment to higher education and continuing improvement in our profession. Spectrum is designed for anyone who works in, or with, the technical communication profession— writers, editors, trainers, instructional designers, webmasters, information architects, content developers, illustrators, engineers, managers, project leaders, marketing communicators, teachers, students. This program provides the information you need to plan your day here at Spectrum, and get the most out of your attendance. It includes a floor plan of the conference area, details of each session, and information about each speaker. In addition to the keynote and presentation sessions, you’ll be able to enjoy demonstrations and talk with vendors about tools and technologies that can help you in your work. You’ll have the opportunity to provide feedback about the presentations, as well as about the conference itself. Please take a few moments to complete a session evaluation form after each presentation you attend, and use the conference evaluation form to tell us how Spectrum worked for you today. Our hope is that you’ll leave Spectrum with new ideas, new skills, new contacts, and new options that can enhance your career and your knowledge of our profession. Committee members will be available throughout the day to answer any questions you have. We would like to thank our Partner, the RIT Department of Communication, and our many sponsors for contributing their support to Spectrum this year. Supporters are listed in the back of this program—please take advantage of their expertise today.

Thank you for attending Spectrum 2011!
The Spectrum 2011 committee Marilyn Woelk and Jeffrey Mehr – Co-chairs

Chapter website Twitter LinkedIn group Facebook page

http://www.stc-rochester.org http://www.twitter.com/stc_rochester http://www.linkedin.com/groups http://www.facebook.com/STCRochester
Photograph courtesy of Laura Nelson

Welcome

1

Schedule
8:00am 9:00am 9:00am 9:15am 9:15am 10:45am 10:45am 11:00am

Registration (Vendor Exhibits from 8:30 AM – 9:00 AM) Welcome and Opening Remarks Keynote: Diane Gayeski
Positioning Communications as a Business Asset

Morning Break and Vendor Exhibits
Professional Development Room #2140 Workplace Skills Room #2120 Management Methodologies Room #2130

11:00am 12:00pm 12:00pm 1:15pm 1:15pm 2:15pm

Hannah Morgan
Using Social Media to Enhance Your Career

Pamela Kostur
Treating Content as a Business Asset

Bernard Aschwanden
Metrics to Document the Cost of Documentation

Awards Luncheon & Door prizes Judith Shenouda
12 Steps to Creating a Successful Work Life

Kristi Leach
Grassroots Documentation Testing

Marilyn Woelk
Planning Your Communications to Reach the Goal of ROI

2:15pm - Training Within Industry – Developing a Quality 3:15pm Fundamental Skills in Today’s Optimizing Translation Reuse Management System for Your in Structured and
Workplace Unstructured Environments Technical Communications Department

Donald Dinero

Lisa Pietrangeli Bryan Lynn

Amy Friend John Lukes

3:15pm 3:45pm

Afternoon Dessert/Snack Break and Vendor Exhibits Barrie Byron Ann Grove
A Virtual Success – Best Practices for Working Remotely

Neil Perlin
Single Sourcing to the Max – Controlling Content for Mobile and Other Devices

3:45pm 4:45pm

Rich Maggiani
The Art of Questioning

4:45pm 5:45pm 5:45pm 6:00pm 6:00pm 7:00pm

DITA Short Sessions
3 Presenters: Mollye Barrett, Tim Grantham, and Leigh White

Closing and Sponsor/Vendor Raffle DITA Social Gathering/Dialogue Building Better Solutions: A Skills Symposium

2

Schedule

Registration (Vendor Exhibits from 8:30 AM – 9:00 AM) Welcome and Opening Remarks Keynote: Diane Gayeski
Positioning Communications as a Business Asset

Morning Break and Vendor Exhibits
Tools and Technologies Room #2150 Innovative Technical Products and Services Room #2170

8:00am 9:00am 9:00am 9:15am 9:15am 10:45am 10:45am 11:00am

Alan Houser
HTML5 - The Future of the World Wide Web

Bryan Lynn
ThirtySix Software 11:00 - 11:25

Harry Porthouse
Vasont Systems 11:25 - 11:50

11:00am 12:00pm 12:00pm 1:15pm 1:15pm 2:15pm

Awards Luncheon & Door prizes Karl Heinz Kremer
PDF Collaboration (Adobe Acrobat)

Bernard Aschwanden
Adobe Systems Around the World in 80 Days: The Case Study of the Adobe FrameMaker 10 Reviewer’s Guide

Neil Perlin
Hey Rocky, Watch Me Pull a CMS from my HAT

Paul Stoecklein
MadCap Software The Latest, Greatest from Flare 7.0

2:15pm 3:15pm

Afternoon Dessert/Snack Break and Vendor Exhibits Alan Houser
Creating Software Simulations Within Adobe Captivate

3:15pm 3:45pm

Nicky Bleiel
ComponentOne A Realistic Approach to Content Management with Microsoft SharePoint

3:45pm 4:45pm

DITA Short Sessions
3 Presenters: Mollye Barrett, Tim Grantham, and Leigh White

Closing and Sponsor/Vendor Raffle DITA Social Gathering/Dialogue

4:45pm 5:45pm 5:45pm 6:00pm 6:00pm 7:00pm

Building Better Solutions: A Skills Symposium

Schedule

3

Recognition
STC Rochester has been recognized as a 2010 Community of Excellence in the Community Achievement Awards program conducted by the Society for Technical Communication. Specifically, the committee cited us for conducting Spectrum—a well-respected event for over 52 years—and continually supporting technical communication with the Ralph P. Kepner Award. In addition to Spectrum and the Kepner Award listed above, the committee also recognized STC Rochester for initiatives and service provided to our members, including the publications competition, newly designed website, programs, surveys (and work with the marketing students at RIT), and the employment board. We’re really excited about the award. Rochester is a great chapter and we’re proud of the efforts put forth by our 2009-2010 and 2010-2011 councils and the membership.
For more information about STC Rochester, visit http://www.stcrochester.org.

For information on joining or renewing your membership to STC, visit http://stc.org/membership/join-or-renew-now. Ben Woelk President STC Rochester

4

Recognition

Keynote

Diane Gayeski, Ph.D. is Dean of the Roy H. Park School of Communications at Ithaca College where she has been on the faculty of strategic communication since 1979. She also leads Gayeski Analytics, through which she works with clients such as the US Navy, General Electric, Fiat, Bank of Montreal, and the Metropolitan Library Council, helping them to assess and adopt new models for managing communication and performance.

Diane Gayeski
Positioning Communications as a Business Asset

Do you add value as a communication professional? How do you know? How much? And how do you prove it to your clients, sponsors, and employers? For over 30 years, Diane Gayeski has been internationally recognized for her forward-looking research, consulting, and teaching in organizational communication and learning. In 1993, she predicted in her book, Corporate Communications Management: The Renaissance Communicator in Information-age Organizations, that the future of our profession would be multi-platform, multi-media, and oriented to managing user-generated content, reducing information overload, and improving organizational performance. This presentation is the result of research for her 14 books and scores of articles, having led over 350 projects for clients worldwide, as well as preparing the best and brightest young talent to enter into our exciting profession. Keynote 5

Plan to implement DITA? PLAN TO DO IT RIGHT!
Write Less. Write Better.
Content Management, Conversion,

TRUST Publishing Smarter TO DELIVER

DITA, Training, Support Services
We wrote the book
Learn by using our STC Award winning books and tutorials on either FrameMaker or XMetaL. Self-paced learning materials or instructor-led classes.

SOLUTIONS

Follow the DITA leaders
So how do you pick the right partner to work with? We’d like to suggest you look to what others have done. We’ve worked with leading DITA tool vendors to

TRUST
IN OUR EXPERIENCE

develop DITA support in tools like Adobe FrameMaker. We’ve built partnerships with content management system (CMS) vendors like Vasont. Our client “A” list includes Adobe, Microsoft, General Dynamics, Cisco, Carestream Health, Language Intelligence, Gleason, FedEx, Ortho-Clinical, AGFA Heathcare, and Xerox.

www.publishingsmarter.com
Read more from our clients: www.publishingsmarter.com/company/client-comments
"We have hired Bernard for multiple content conversion projects and have always been happy with the excellent results. An in-depth knowledge of DITA and FrameMaker makes him the go-to person on any of our conversion projects." Robin Dube, Manager: IIBU Knowledge Management at AGFA Healthcare "Moving from an unstructured authoring environment to managing DITA content in a CMS is a huge undertaking even for those who already understand the technologies and tools. Without Bernard's expertise, we would still be struggling up the steepest part of the learning curve. Instead, we have now finished converting almost all of our legacy Word materials to DITA and are well-acclimated to our new environment. We are able to author in structured Frame, perform basic CMS administration, and publish content in multiple formats." Kelsey Lambert and Amy Metzger, Writers, T2 Systems

Peace of mind
from quote to finish.

All of the services you need. All in one place.
Your documentation will be in the hands of a team of professional linguists and publishing specialists, all quality controlled by experienced project managers. From terminology management to complex Madcap Flare™ integration, we handle all the details and manage the whole process so you can worry less and get back to what you do best: authoring.

We are your technical translation department.
And we are only a phone call away: 1.800.218.9024 Or visit advancedlanguage.com

Advanced Language Translation Inc.

ISO 9001:2008 Certified Localization Company • STC member since 1996

Sessions
Session One 11:00am - 12:00pm Hannah Morgan
Professional Development Room #2140

Using Social Media to Enhance Your Career
The landscape of employment has changed dramatically over the past several years. It isn’t enough to be a good individual contributor. People have to know what you can do. Whether you are employed, unemployed, looking for contracting assignments or just graduating, you will need to market yourself. Each one of us is responsible for managing our personal reputation and luckily there are tools today that make this easier than ever. This presentation will address: • Understanding the importance of having the right online presence and how to get started. • • Learning which social media tools are best for distributing your reputation. Developing goals to purposefully grow your network by using LinkedIn, Twitter, Facebook and blogs.

Pamela Kostur
Workplace Skills Room #2120

Treating Content as a Business Asset
Businesses create vast amounts of content to support their products, services, and business processes. Content is the face that businesses present to their markets, and to all those they do business with, internally and externally. Content reflects on your business and should be considered a valuable asset. Unless you leverage your company’s investment in the content you produce, technical communication will remain a cost center. This presentation examines content in a new light. Attendees will learn: • Why content is a business asset and why this is important. • Techniques for positioning technical communication as a revenue center, including: 1. 2. 3. 4. 5. Planning a strategy for your content and the processes required to produce and manage it. Relinquishing ownership of your content. Reusing content. Calculating the cost to create content. Reducing the cost to create content while increasing its value.

8

Sessions

Bernard Aschwanden
Management Methodologies Room #2130

Metrics to Document the Cost of Documentation
Metrics help identify the time, money, and resources of any project. Documentation metrics provide clear and unbiased data to quantify costs. Learn to calculate metrics, and identify where they can be reused. Define metrics for writing (including traditional chapter based and reusable topics) and present them in various ways beyond just a per page model. Know your costs and be in control of requests for new resources, updates to procedure, changes in software tools, and much more. Present from a position of authority knowing the time, money, and resources your changes will save.

Alan Houser
Tools and Technologies Room #2150

HTML5 - The Future of the World Wide Web
The current popular version of the language of the World Wide Web is more than 10 years old. In the time since HTML 4 was originally designed, Web text and graphics have been supplemented by multimedia, Web applications, and rich interactivity. HTML5 updates the language of the Web to more fully support the Web’s current and future capabilities, and maintains the vision of a standardsbased Web. This session will tell the story of how HTML5 development began, and will provide an overview of HTML5 features in six major categories: structure, semantics, interactivity, graphics, video, and Web application support.

Bryan Lynn
ThirtySix Software Innovative Technical Products and Services Room #2170

ThirtySix Software (11:00 - 11:25)
Our authoring solution SmartDocs integrates advanced content reuse capabilities into Microsoft Word; capabilities typically only seen in high-end, structured XML authoring solutions. SmartDocs features—which include conditional text, reusable snippets, reusable variables, and automated document assembly—make up a powerful content reuse platform designed to streamline document creation. Now, within Microsoft Word’s familiar authoring environment, writers have the ability to quickly create, store, track, and reuse content with SmartDocs.

Harry Porthouse
Vasont Systems Innovative Technical Products and Services Room #2170

Vasont Systems (11:25 - 11:50)
Are you concerned that the power and size of a content management system means that it will be hard to use? Vasont Systems focuses on the user experience. Harry Porthouse will demonstrate several features that make the Vasont CMS easy to learn and use for quickly finding, accessing, and editing the right content when you need it. He will cover Vasont’s Drag-N-Drop Wizard, Quick Search and Saved Search features, On-screen Previewing, Workspaces, and Context Sensitive Help. Harry will also show how the Vasont Text Editor allows many Vasont clients to eliminate the need for an external editing package.

Sessions

9

Session Two 1:15pm - 2:15pm

Judith Shenouda
Professional Development Room #2140

12 Steps to Creating a Successful Work Life
Yes, you can! Yes, we can! Layoffs. Unemployment. Underemployment. Plant closings. Corporate mergers. Buyouts. Outsourcing. Off-shoring. Social upheavals. Ouch! Although the times are tumultuous, there are individuals who manage to find or create fulfillment from doing work they love. There is no better time than now for technical communicators—with so many talents and capabilities—to explore ways to recreate their work, moving their career in promising, fulfilling directions. In this session, you will: • Learn the 12 steps that the presenter is taking to achieve her next career goals. • Participate in an activity in which you take steps to further your career goals.

Kristi Leach
Workplace Skills Room #2120

Grassroots Documentation Testing
We will practice writing scenarios to test user assistance on co-workers, followed by a brainstorming session to share success stories and discuss solutions for the most critical challenges to do-it-yourself documentation testing. Kristi Leach adapted Steve Krug’s do-it-yourself website testing method (described in Don’t Make Me Think) to test documentation at her job as a technical writer. She tested on co-workers. It was an important variable. The resulting benefits were unexpected, and the challenges were not the same ones covered in Krug’s book. This workshop provides a forum to supplement the expert resources with grassroots collaboration. As a group, we will work through an exercise to demonstrate some of the challenges, then discuss solutions for the most severe issues; a debriefing à la Krug!

10

Sessions

Marilyn Woelk
Management Methodologies Room #2130

Planning Your Communications to Reach the Goal of ROI
Learn how to create effective communications to address business issues. This session will review case studies related to creating positive ROI. We will examine the initial client project requests, the research and analysis conducted related to the feasibility of those requests, how the communications solution expanded or changed the client request, and other factors contributing to the success of the projects. We will answer questions about 1) evaluating the types of communications needed (marketing, training for a measurable skill or process, documentation, etc.), 2) identifying whether the underlying issues have been adequately assessed, 3) determining whether the deliverable is in the right medium to address the issue, and 4) if the right people were involved in the solution. We will also determine the measurable goal for the communications, and identify steps that were taken to create positive results (ROI) for the communications dollars spent.

Karl Heinz Kremer
Tools and Technologies Room #2150

PDF Collaboration (Adobe Acrobat)
Document reviews with Adobe Acrobat: This presentation will give you an overview of what is possible with Adobe Acrobat and the free Adobe Reader in the world of document reviews. You will learn how to create email based and shared reviews, and how to collect the review feedback and incorporate the comments back into your Word document with just a few mouse clicks.

Bernard Aschwanden
Adobe Systems Innovative Technical Products and Services Room #2170

Around the World in 80 Days: The Case Study of the Adobe FrameMaker 10 Reviewer’s Guide
From corporate offices in India and San Jose, to meetings at a conference in San Diego, to a home office north of Toronto, and even to the beaches of Hawaii! For documentation? Join Bernard Aschwanden as he details a 3 month project that spanned the globe and resulted in the Adobe FrameMaker 10 Reviewer’s Guide. This case study explores and explains how an interactive multimedia PDF document with video, audio, detailed tasks, and multiple deliverables was created. From a draft and outline to a finished set of files managed with the Adobe Technical Communications Suite, this session explores what goes into documenting one of the most popular tools used by STC members. Find out how the project was conceived, planned, managed, implemented, and delivered in a truly global fashion.

Sessions

11

Session Three 2:15pm - 3:15pm Donald Dinero
Professional Development Room #2140

Training Within Industry – Fundamental Skills in Today’s Workplace
The Training Within Industry (TWI) Programs have been called “the most underrated achievement of 20th Century Industry.” They are “underrated” because most Americans do not know about them. They are an “achievement” because they helped America and its allies win WWII. They involve fundamental skills that every person should master and use on a daily basis. As such, they are necessary for all members of any organization to use to be as successful as they can be. This presentation explains why these programs, developed almost 70 years ago, are still not only relevant but also necessary in today’s workplace. They not only produce the classically required results of improving quality, cost, productivity and safety, but they also improve morale, teamwork, and communication, which are also of great concern in today’s workplace. Moreover, they do this without coercion but by building an intrinsic motivation in employees.

Lisa Pietrangeli Bryan Lynn
Workplace Skills Room #2120

Optimizing Translation Reuse in Structured and Unstructured Environments
This session will present two individual case studies. One will address translation management strategies in a structured authoring environment, the other in an unstructured authoring environment. The combined stories of the two speakers bring together translation and technology. We’ll answer the questions: How does technology affect translation and vice versa? What technical options are available for writing teams working in these two unique environments? What’s the best way to maximize translation reuse? How do I help make sure that my company’s brand and message are consistent worldwide? How do I determine ROI and present the idea to my company? We will examine the challenges that our clients faced, solutions that were considered, decisions that were made, tested, and altered, the final solution and the results. The examples will be relevant to all who would like to find ways to reduce translation costs and turnaround time while improving quality and consistency.

12

Sessions

Amy Friend John Lukes
Management Methodologies Room #2130

Developing a Quality Management System for Your Technical Communications
One of the aspects that helps professional technical communicators stand above others is the pride we take in delivering high quality documentation and training. There are several approaches that we can employ in our development process to ensure that quality is built in. This presentation will look at elements of the Cost of Quality and where we can build them in to our processes to ensure our deliverables are of high quality. This session will be interactive. Come prepared to share how you built quality into your work!

Neil Perlin
Tools and Technologies Room #2150

Hey Rocky, Watch Me Pull a CMS from my HAT
If your documentation group is moving to a CMS, you may find that workflow, training, and cultural hurdles can derail implementation, and waste a lot of money since even simple commercial CMSs are an order of magnitude more expensive than help authoring tools. Help authoring tools (HATs) like Flare and RoboHelp seem unrelated to CMSs, but HATs have gone far beyond their help authoring roots. They offer, or are moving toward offering, features like repositories, version control, review management, content customization using conditionality and variables, and more. HATs are effectively lightweight CMSs. Which means? If you’re moving to a CMS, you can use your HAT to build simulated CMSs to spot problems before buying the “real” CMS. You might even be able to use your HAT as a CMS, thus reducing disruption and saving money. This session looks at how HATs might be used as content management systems.

Paul Stoecklein
MadCap Software Innovative Technical Products and Services Room #2170

The Latest, Greatest from Flare 7.0
This presentation focuses on the latest offerings from MadCap Software in Flare 7.0, including the following: • • • • QR (Quick Response) Codes, which let you bridge the gap between static print documentation and interactive mobile output. Microsoft SharePoint integration, which improves team collaboration by allowing you to access and edit files on a SharePoint server. Accessibility enhancements, ensuring your documentation is fully accessible to those with visual and hearing impairments. Equation support, enabling you to embed virtually any kind of mathematical equation using Mathematical Markup Language (MathML). And much more…

Sessions

13

Session Four 3:45pm - 4:45pm Rich Maggiani
Professional Development Room #2140

The Art of Questioning
Questions are the foundation of excellent research and interviews. Learn the power of questions and what they can engender. The session covers the purposes of questions; ten ways that questions enlighten; ten types of questions and their characteristics, as well as how to sequence them to obtain the information you need; how to write good questions; and a number of tips for successful questioning. See questions in action too: there are examples of each type of question (contrasted with “bad” ways to ask), and a final summation of a sample interview that incorporates all questions so that you can see how they can be put together to obtain the information you need.

Barrie Byron Ann Grove
Workplace Skills Room #2120

A Virtual Success – Best Practices for Working Remotely
Many of us work from home, at least some of the time. However, as remote workers, we face unfamiliar challenges for which we are not prepared. Learn about the tools, the strategies, and the best practices to stay productive, enhance your career, and earn trust to succeed as a virtual worker. Thanks to technology and globalization, more business teams are working together across time zones and international borders. After you attend this session, you will be able to: • • • • Assess the skill sets that you need to succeed as a remote worker. Adapt your technical communication skills to earn high visibility, even when you are not present. Build trust with your colleagues. Create and protect a dedicated work area.

14

Sessions

Neil Perlin
Management Methodologies Room #2130

Single Sourcing to the Max – Controlling Content for Mobile and Other Devices
The growth of the iPhone, iPad, Android, and similar devices and standards is giving new life to the mobile content space. However, several factors may make you hesitate before plunging into mobile development. In this session, we’ll briefly look at mobile architecture options in general, nd the mobile outputs created by RoboHelp and Flare. We’ll then focus on how to create and control content so that it can be single sourced to anything from big-screen devices like PCs or laptops, to tiny-screen devices like smartphones or eBook readers. Specifically, we’ll look at the single sourcing features that provide this control, with a focus on relative settings in CSSs, conditionality, and mediums.

Alan Houser
Tools and Technologies Room #2150

Creating Software Simulations Within Adobe Captivate
Most people use Adobe Captivate to create demonstrations and assessments. An overlooked and powerful feature of Captivate is its ability to create software simulations in which the user interacts with a realistic simulation of the software interface. Software simulations can be valuable for training, for testing, or even for rapid-prototyping of user interaction. This session will focus on Adobe Captivate features for creating simulations. After a brief introduction to Adobe Captivate, including user interface and concepts, we will create and modify software simulations. We will create both training and assessment simulations. Finally, we will discuss how to set up Adobe Captivate projects so that you can easily publish demonstrations, training simulations, or assessment simulations from the same project.

Nicky Bleiel
ComponentOne Innovative Technical Products and Services Room #2170

A Realistic Approach to Content Management with Microsoft SharePoint
Managing content ensures efficiency in your work and accuracy in your documentation. The problem is that most content management systems are very expensive and have a steep learning curve. In fact, many implementations fail because of complexity. Why not use Microsoft® SharePoint®? SharePoint has built-in document management features that you can begin using immediately without worrying about a costly implementation and learning cycle. SharePoint can provide most of what you need for content management right out of the box. And acquiring and implementing SharePoint is not a hard sell because most organizations already have it and, if not, there are free versions of SharePoint available. For these reasons, SharePoint is becoming the gold standard for many business activities, including content management. This session will discuss why you should use SharePoint, the features in SharePoint 2010, and whether or not SharePoint is the right content management tool for you.

Sessions

15

DITA Short Sessions 4:45pm - 5:45pm Mollye Barrett Managing Translations in FrameMaker DITA without a CMS
Because of its popularity in the technical writing community and its robust GUI environment, many technical publications teams choose Adobe FrameMaker as their DITA editor. FrameMaker DITA presents unique challenges in many respects, one of which is translation. This case study describes the solution developed for one team authoring DITA in FrameMaker for translation into 20+ languages. While the solution included development of multiple FrameMaker templates and EDDs as well as content analysis and document conversion, this presentation focuses on the translation aspect. The solution included the development of a detailed file structure (in lieu of a Content Management System), variable handling in multiple languages and incorporating application code strings (in multiple languages) into DITA topics and SVGs. Although the solution was FrameMaker-based in the short term, all decisions were made with an eye to the future implementation of a CMS, and could not be specific to FrameMaker.

Tim Grantham

Seven Simple Steps to Smart Content
Join Tim Grantham, Front Runner Training’s DITA Program Manager, as he shows you how to get all the benefits of DITA—higher quality, lower costs, faster time to market—without the pain. Like most organizations, your company is probably still using Microsoft® Word® for documentation— and paying for it in extra costs as writers struggle with Microsoft® Word® “features,” editors re-work what the writers have managed to complete, and Website managers and translators re-format for new channels and other languages. DITA—the open, international standard for technical and business communications—promises to strip all of that waste away. But DITA seems so complicated: XML, schemas, specializations, content management systems… how to get there from here? Tim shows you where to start, how to make every step pay off, and how to know when you have arrived… and all in plain language, without jargon or tech-speak.

16

Sessions

Leigh White

Yes, You CAN Get Attractive PDFs from the DITA Open Toolkit!
DITA, the DITA Open Tookit and the Apache FOP PDF renderer are all free and would seem perfect for groups wanting to adopt DITA on a small budget. A significant barrier to adoption, though, is the perception that you can’t produce attractive PDFs from the Open Toolkit without a Content Management System and a lot of expensive customization. While the OT might seem intimidating and difficult to work with, the truth is that there are a few simple customizations you can do to make your PDFs attractive enough for prime time. This presentation will demonstrate some common customizations you can make to title pages, TOCs, page layouts and headers/ footers to greatly improve the appearance of PDFs generated using the Open Toolkit and Apache FOP.

Sessions

17

Vendor Tables Andrew Pulcino Language Intelligence
Would you like to learn how you can make content and translation reviews easier and more valuable? With Language Intelligence’s innovative review tool, intellireview™, content and translation reviewers are more willing to conduct reviews, feedback is dramatically easier to collect, and your project’s review will take significantly less time. Intellireview™ allows you to review content in its final format, capture and track feedback, and instantly update your content in any language. Come to our demonstration to learn how intellireview™ can help you streamline your content and translation review processes.

Scott Bass, President

Advanced Language Translation (ALT)
What’s the best approach to having your Flare content localized? Is there only one right way? Do you need to have Flare and Lingo? Advanced Language Translation’s president, Scott Bass, will offer a crash course in tackling translation of your Flare content. Scott’s presentation will look at three different production pathways, comparing pros and cons of each.

Tim Grantham

Front Runner
Tim Grantham, Front Runner Training’s DITA Program Manager, will show you how to get all the benefits of DITA—higher quality, lower costs, faster time to market—without the pain. Like many companies, your company may still be using Microsoft® Word® for documentation—and paying for it in extra costs due to writers struggling with Microsoft® Word® “features,” editors re-working content, and Web site managers and translators re-formating for new channels and other languages. DITA—the open, international standard for technical and business communications—promises to strip all of that waste away. But DITA seems so complicated: XML, schemas, specializations, content management systems… how to get there from here? Tim shows you where to start, how to make every step pay off, and how to know when you have arrived.

18

Vendors

Speakers
Bernard Aschwanden
Bernard Aschwanden is a publishing technologies expert and author. A certified trainer, he teaches XML, DITA, CMS technology, and structured authoring. He works with clients to analyze and convert legacy documentation, review workflow, plan for and implement minimalist documentation, and identify best practices in technical communications.

Mollye Barrett

Mollye Barrett is a veteran content management and technical communication consultant at ClearPath, where she develops strategies for optimizing content, improving the authoring environment, and planning for business continuity. In her work with technical publication groups to implement XML-based content management systems, Mollye presents vendor-neutral content management options that focus on business case, document and workflow analysis, single-source writing, and translation. Mollye has implemented XML-based content management systems for both print and online delivery and is a long-time FrameMaker user. Non-profit roles include Marketing Communication Director CM Pros, Editor-In-Chief TC BoK, STC Wisconsin Chapter President, and chapter mentoring program founder.

Nicky Bleiel

Nicky Bleiel is the Lead Information Developer for Doc-To-Help. She has 16 years of experience in technical communication; writing and designing information for software products in the documentation, media, industrial automation, simulation, and pharmaceutical industries. She is a Director-AtLarge of the Society for Technical Communication and has presented talks at the STC Summit, WritersUA, tcworld, LavaCon, and DocTrain on many topics, including embedded help, tools and technologies, user assistance design, single sourcing, wikis, Web 2.0, and convergence technical communication. Barrie Byron is a technical writer with more than 25 years of professional experience, with a long history of STC membership. She is an STC Associate Fellow, a frequent presenter at STC meetings including the Summit, and an experienced public speaker. Barrie is currently the Philadelphia Metro Chapter competition manager, and is Past President of Princeton Toastmasters. Barrie is passionate about learning and sharing knowledge. With more than four years as a remote worker, Barrie has a track record of developing technical information that is accurate and on time. She has earned the privilege of remotely working in home offices in New Jersey and south Florida.

Barrie Byron

20

Speakers

Donald Dinero

Donald A. Dinero, PE, CPIM, is the principal of TWI Learning Partnership, Rochester, NY. His BSME is from the University of Rochester, and his MBA and MS (Career and HR Development) degrees are from RIT. His clients include IBM, Toyoda Gosei Corporation, and the Irish Centre for Business Excellence. He has over 40 years of experience in manufacturing in positions in management and engineering. His book Training Within Industry - The Foundation of Lean, published by Productivity Press 2005, won a Shingo Prize for research in 2006. His book TWI Case Studies - Standard Work, Continuous Improvement, and Teamwork, will be published in April 2011.

Amy Friend

Amy Friend has worked in the field of technical communications for more than 15 years. Her team is in the process of establishing a Tech Communication Quality Management System so that it aligns with the company. Amy is a Certified Black Belt.

Tim Grantham

Tim Grantham, Front Runner Training’s DITA Program Manager, has been an award-winning professional writer, documentation manager, and publishing automation consultant for twenty-three years. He has designed and implemented DITA-based publishing systems for small software companies and large government organizations. A senior member of the STC, he is also an active, contributing member of the OASIS DITA Technical Committee, helping to make DITA easier to apply to the development and publishing of mainstream business content.

Ann Grove

Ann Grove is a 12-year work-at-home professional, and the president of and lead consultant for a technical communications company, Logical Writing Solutions, Inc. She is a senior member of STC who is currently serving on the Globalization Audit Committee, having filled various leadership positions at the chapter level for the last 10 years. Her favorite presentation topics are successful consulting, and the strategic use of social media.

Alan Houser

Alan Houser is a distinguished consultant and trainer in the fields of XML, XML technologies, publishing workflows, and authoring and publishing tools. Alan holds an M.A. in Professional Writing and a B.S. in Electrical Engineering from Carnegie Mellon University. Alan is a Fellow of the Society for Technical Communication, a member of the OASIS DITA Technical Committee, and a popular presenter at technical communication conferences around the globe. Alan is currently serving the STC as conference manager for the 2011 STC Summit, and is a candidate for STC vice president, 2011-2012.

Speakers

21

Pamela Kostur

Pamela Kostur is a partner in Parallax Communications in Toronto, ON, Canada. Pamela’s expertise is in aligning content with users’ needs and business requirements. She focuses on content reuse, content management strategies, usability, structured writing, and content development. Her goal is always consistently structured content for optimum usability and optimum value to the organization. Pamela has been writing professionally for over 20 years and has authored several articles, taught workshops, and presented on topics such as miscommunication, usability, content management, information architecture, writing for reuse, and structured writing. Pamela also coauthored Managing Enterprise Content: A Unified Content Strategy (New Riders, 2002).

Karl Heinz Kremer

Karl Heinz Kremer is the owner of KHKonsulting LLC and is performing PDF Acrobatics Without a Net on a daily basis by helping customers get the most out of Adobe Acrobat and PDF. This is done by either providing training or custom software development services. Karl Heinz has 15 years of experience working in the PDF environment for companies large and small. He is an Adobe Certified Expert (ACE) for Acrobat.

Kristi Leach

Kristi Leach is a contract technical communicator in Chicago with experience documenting complex software and conducting grassroots customer research. She served as Vice President and President of the Suncoast Chapter when she lived in Florida. Kristi blogs about her professional epiphanies at WhyTechComm.com.

John Lukes

John Lukes has worked in technical communications since before doing graduate studies in Communications Design. John holds a certificate in Quality Systems and Team Training from the University of California. As a member of the technical training department at Sun Microsystems, John established and facilitated crossfunctional process improvement teams in manufacturing which saved the company millions over a three year period. John joined a subsidiary of Kodak Health Imaging in early 2000, and was relocated to the Rochester area in 2004.

Bryan Lynn

Bryan Lynn is co-founder and lead technologist with ThirtySix Software, a software solutions provider that specializes in delivering content management solutions on the Microsoft platform. ThirtySix Software, based in Indianapolis, Indiana, helps organizations to more efficiently manage their content by maximizing their existing investment in Microsoft technologies.

22

Speakers

Rich Maggiani

Rich Maggiani (rich.maggiani@solari.net) is a Communication Consultant, an STC Fellow, and an STC Board Director. He is the founder of Solari Communication (http://www.solari.net), a full-service corporate communication agency. Rich writes the Social Media Insights column for Intercom; the Toward Humanity blog (http://www.solari.net/toward-humanity/); and articles and position papers on communication topics. He presents regularly at professional conferences, including PCOC, ASTD, IEEE, WritersUA, and the STC Summit. Philosophically, Rich views the world as metaphor, as that enables clarity in an otherwise noisy world. Rich applies the resultant simple, clear communication to enlighten and bring people together toward a common goal.

Hannah Morgan

Hannah Morgan is a career strategist and founder of CareerSherpa.net. She is an energetic, compassionate conveyer of no-nonsense career advice. Her mission is to educate and motivate people to manage their careers. Hannah has delivered presentations and workshops to thousands of people and truly enjoys the opportunity to get people thinking. Hannah has over 10 years of experience inspiring all levels of employees to be proactive in their careers and in their pursuit of new careers. Hannah shares information on the latest career management and job search trends on her blog, careersherpa.net, and several other sites such as HerRochester; Career Collective, a community of nationally known expert career advisors and resume writing professionals; and Brand-Yourself. com. When Hannah isn’t writing, you can find her delivering workshops or presentations designed to be a reality check for anyone working today. Hannah is active on Twitter (@careersherpa), LinkedIn, and Facebook. Her use and understanding of social media have helped her grow her brand and has benefitted many of her clients.

Neil Perlin

Neil Perlin has 32 years of experience in technical communication, with 25 in training, consulting, and development for various types of online formats and tools including WinHelp, HTML Help, CE Help, RoboHelp, ForeHelp, Flare, and more. Neil is a columnist and a frequent speaker for STC and other groups, the creator and manager of the Beyond the Bleeding Edge stem at the STC summit, and an STC Fellow. Neil is a Madcap Certified Instructor for Flare and Mimic, and an AdobeCertified Instructor for RoboHelp and Captivate. He provides training, consulting, and development for online help and documentation, Flare, RoboHelp, Mimic, Captivate, XML, single sourcing, and structured authoring through Hyper/Word Services of Tewksbury, MA. Neil can be reached at nperlin@concentric.net and www.hyperword.com.

Speakers

23

Lisa Pietrangeli

As Director, Global Client Solutions at Language Intelligence, Lisa Pietrangeli works with clients to develop internationalization strategies for all stages of the content development process, including authoring, terminology management, XML implementation, translation and output finalization.

Harry Porthouse

Harry has been Vasont Systems’ Eastern Regional Manager since September, 2007. He covers accounts in the eastern United States and Canada. His customers include BTI Systems, Elsevier, GE Healthcare, Merck Sharp & Dohme, Joy Global, Raytheon, and Tekelec. Harry brings 30 years experience in Technical Documentation to Vasont. He has been working with markup technologies since the 1980’s, and he began using XML in 1993. At Vasont, Harry has been dealing with the ever increasing demand for software-as-a-service (SaaS) hosted systems in addition to the traditional server and seat licensing sales. He is responsible for helping potential clients define their content management goals and requirements through assistance with cost benefit analysis and discussions with senior management, as well as through presentations and proposals. He also works with the technical team to associate client needs with Vasont CMS capabilities. Harry lives on Long Island with his wife Carole, a former flight attendant.

Judy Shenouda

Judy Shenouda is owner of Shenouda Associates Inc., which provides writing and editorial services, staffing services, and products and presentations to corporate and business clients. Judy earned a BA degree in English and Secondary Education from SUNY at Buffalo and an MA degree in Literacy Journalism from S.I. Newhouse School of Public Communications at Syracuse University. In her affiliation with Toastmasters International, Judy has gained recognition as a Competent Communicator (CC), an Advanced Communicator Bronze (ACB), a Competent Leader (CL), and an Advanced Leader Bronze (ALB). Judy is a frequent presenter at local, national, and international conferences.

Paul Stoecklein

Paul Stoecklein has over 20 years of experience as a writer, editor, and documentation specialist. He has worked for a wide range of companies, including Anheuser-Busch, Edward Jones, and eHelp Corporation, where he was a member of both the RoboHelp and RoboHelp for FrameMaker teams. Since the formation of MadCap Software in early 2005, Paul has headed its technical writing department. He is also the author of three books.

24

Speakers

Leigh White

Leigh White is a technical communicator with over 18 years of experience as a content creator and information architect. She is primarily interested in helping small technical publication groups leverage existing tools and improve processes to maximize content reuse, improve efficiency, increase offerings, and save their sanity. Leigh advocates that effective technical communicators must be more than writers; they must also be part programmer, part designer, and part project manager. Leigh is a devotee of structured documentation and believes that DITA might just save the world. Her other professional interests include FrameMaker template/EDD design and DITA Open Toolkit customization.

Marilyn Woelk

Marilyn Woelk is currently Co-VP/Spectrum Co-chair for the Rochester Chapter of STC, and President of Wingz Creative & Technical Group, Inc. With her combined experience from this company and her previous company, she has over 20 years of experience as a writer, editor, instructional designer, publications manager, and communications consultant for such clients as the Eastman Kodak Co. (Agency of Record), Xerox Corp. (Preferred Vendor), Heidelberg LLC, the U.S. Postal Service, EDS, and Fujifilm. She has created or managed communications that received awards and recognition from clients, and agencies such as the EPA. Marilyn was the 2008 winner of the Barbara Knight Most Valuable Member Award for STC Rochester. Marilyn is experienced in developing marketing and technical communications for highly complex subjects, such as IT, digital imaging, and chemical processes.

Speakers

25

Summit Awards
The 49th annual chapter competition for technical documentation was another success! We received entries from across the Northeast, which included a broad range of industries. Thank you to this year’s volunteers!

Award Volunteers

Competition Manager Judging Coordinator Judges

Pam Greenfield Jan Peartree Katie Atkinson Doug Eaton Amy Friend Pam Greenfield Pat Jones Bob Krentsa Elaine Lanni Anne McNelis Jan Peartree Lisa Pietrangeli Roger Ribert Kait Schuh Chris Sloyer Debra Taylor Ben Woelk

Special thanks to Ginny Skinner-Linnenberg for coordinating the facilities for us at Nazareth College for Consensus Judging Day! Participating in judging the annual competition is a great way to gain exposure to all kinds of technical documentation, as well as networking and learning! Award-winning entries are on display in the keynote speaker area, (rooms 2230 and 2240). For more information on the local competition, see stc-rochester.org/category/ local-activities/competitions/.

28

Publications Competition

Distinguished Technical Communication Award
Entry
Xerox® Color 800/1000 Presses Brochure

Company
Xerox Corporation

Category
Promotional

Submitter
--------

Contributor(s)
Xerox Creative Communications Group

Excellence Awards
Entry Company Category Submitter Contributor(s)
Jeff Denmark Sue Inzero Dave McClelland Patricia Roesch Debra Stamp Heather Ferrin-Germani Elaine Lanni Beth Noble Dennis Swarthout Pam Laycock Bobbi Werner Corrie Baum

Fundamentals of Imaging Technology

Novatek Communications

Instructional

--------

Quick Reference Guide for Worldwide Wireless

Info Directions, Inc.

User Support

--------

Vital Signs Monitor 6000 Series Quick Reference Card

Welch Allyn, Inc.

User Support

--------

Merit Awards
Entry
Customizing Line Circuit Operation Engineers Can Write! MarkView 6.5 System Upgrade Guide for Oracle E-Business Suite MarkView AP Advisor Operation and Administration The Wallace Center’s Supported Technologies Portal & Wiki Spaces Xerox Mobile Print Solution Xerox® Color 800/1000 Presses Clear Dry Ink Design Guide

Company
REDCOM Laboratories RIT Center for Multidisciplinary Studies Kofax, Inc

Category
User Support

Submitter
--------

Contributor(s)
Technical Publications Team Tom Moran Georgia Stelluto (IEEE-USA)

Informational

--------

User Support

--------

Deborah Holmes Anna Pratt Taryn Light Jessica Hooper Katie McDonald James DeWitt Randall Church Brian Laing Orilee Ireland-Delfs Maryann Fuhrmann

Kofax, Inc

Informational

--------

RIT

User Support

--------

Xerox Corporation

User Support

--------

Xerox Corporation

User Support

--------

Publications Competition

29

Rochester Chapter Leaders
Council 2010 - 2011 President Co-vice president Co-vice president Treasurer Recording Secretary Membership Education Programs Publications Competition Employment Proof Sheet Editor Nominations Member-at-large Spectrum Co-chairs Program Registration Facilities Hospitality Printed Program Publications Competition Facilitators and Evaluation Education Public Relations/Graphic Art Sponsorship Ben Woelk Jeff Mehr Marilyn Woelk Rita Cronise Heather Ferrin-Germani Stephany Fuchs Betsy Christiansen Carmel Priore-Garlock Pam Greenfield Melanie Blank Kathy Porray Stephany Fuchs Lisa Pietrangeli Marilyn Woelk Jeff Mehr Lori Meyer, chair Rita Cronise Nita Beck (Proceedings) Estelle Holloway Jeff Mehr Marilyn Woelk Tom Moran Jan Peartree, chair Kathy Porray Anne McNelis Karyn Lewis Marilyn Woelk Pam Greenfield Committee Committee Kait Schuh Lisa Pietrangeli

Spectrum Committee

30

Rochester Chapter Leaders

Supporters
The Spectrum 2011 committee thanks the following businesses and organizations for their generous contributions, including sponsorship of goodie bags, donations of goodie bag items, flash drives, and door prizes, participation as vendors in the exhibition area, advertising in our program materials, and sponsorship of the Spectrum printed program.

Rochester Institute of Technology Adobe Systems MadCap Software Seneca College Xerox Corporation Advanced Language Translation Front Runner Training Langauge Intelligence ComponentOne/Doc .To.Help ThirtySix Software Vasont Systems Publishing Smarter Parallax Communications

Sponsor Sponsor Sponsor Sponsor Sponsor Sponsor Sponsor Sponsor Vendor Vendor Vendor Advertiser Advertiser

Supporters

31

Visitor Information Center

Displays Lobby Registration Displays 2140
Professional Development

Breakout Rooms & Displays 2120
Workplace Skills

Restrooms Keynote Room
Keynote Presentation Awards Luncheon
Summit Award Displays

2170
Innovative Technical Products & Services

2150
Tools & Technolgies

2130
Management Methodologies

DITA Short Sessions RIT Displays

Phones

Breakout Rooms & Displays





NOTE: The entire floor is wheelchair accesible including restrooms, phones, and drinking fountains. The Display areas include vendors, the STC Rochester information table, and student portfolios.

SCHOOL OF ENGLISH AND LIBERAL STUDIES

TECHNICAL COMMUNICATION (GRADUATE CERTIFICATE)
Become an in-demand writer, editor, content provider or documentation specialist in the rapidly-growing field of professional technical communication. Seneca’s intensive eight-month, two-semester program involves the comprehensive study of advanced information development and publishing technologies relevant to communicating technical material to broad audiences. Write your way to career success.

Our Program Code: TECC Campus: Seneca @ York Credential Awarded: Ontario College Graduate Certificate Duration: 1 year (2 semesters + co-op) Start Date: Fall www.senecac.on.ca/fulltime/TECC.html

TECHNICAL COMMUNICATION (TECC) GRADUATE CERTIFICATE PROGRAM
In an increasingly complex technological world, the need for clear, concise, and plain language information is greater than ever. From user instructions to online help, website content and institutional policy information, Technical Communicators acquire, shape and convey dense technical material in a way that makes it easy to understand.
WHAT YOU’LL LEARN Seneca’s Technical Communication (TECC) program provides the specialized training required to work as a professional technical communicator in a wide range of fields, including: computer applications and development, banking and finance, telecommunications, engineering, health and nutrition, aerospace, manufacturing, environment and resources management. Technical writers and content developers have a direct impact on making information accessible to people who need to know how to perform a task, solve a problem, or answer a question. They create product-user documents, reference manuals, templates, on-line help files, web pages, instructional and procedural documents, and various marketing and organizational materials.
Semester 1 TCN 700 TCN 701 TCN 705 TCN 707 TCN 708 TCN 709* CPP 100 Semester 2 TCN 800 TCN 806 TCN 807 TCN 808* TCN 809* TCN 810* TCN 811 CPP 200 Subject Name Technical Writing I The Technical Communicator Information Technology Editing and Style Coding for Web Design and for Applications FrameMaker I Co-op Professional Theory Subject Name Technical Writing II Web-Based Training and Multimedia Document Design FrameMaker II Employment and Business Practices Web Design II Single Sourcing and Modular Writing Co-op Professional Practice Hrs/Wk 3 3 4 3 3 3 1 Hrs/Wk 3 3 3 3 3 3 2 2

WHAT YOU’LL NEED This program is specifically designed for applicants with a degree or a three-year diploma from a recognized post-secondary institution, or documented relevant work experience including references. Applicants will be tested for English proficiency at the college level and computer literacy. CO-OP A four-month co-op work term provides valuable on-the-job experience to qualified students. The co-op term follows the first semester, and students receive additional training for the job application and interview process. We invest heavily in our TECC students. Therefore, seating is strictly limited.

APPLY NOW

www.yourfuture.senecacollege.ca or visit the Ontario College Application Service website at ontariocolleges.ca

* Full credit subjects offered in 7 weeks.

CONTACT US Program Co-ordinator, Beth Agnew 416.491.5050 x3133 Beth.Agnew@senecac.on.ca www.senecac.on.ca/fulltime/TECC.html

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Acknowledgments
Acknowledgments: The Rochester Chapter of STC and the Spectrum Committee would like to thank our conference partners, the RIT Department of Communication, including: • Bruce Austin, Chairman and Professor, for helping to fund Spectrum 2011. • Pat Scanlon, Coordinator for Undergraduate Programs and Professor, for helping us obtain student volunteers and funding for the conference, and for working out a variety of details to help make the conference successful. • The student volunteers. We also would like to thank those at RIT who helped us plan and promote the conference, including: • Lauren Kelly, Associate Director, Conference and Special Events, Government and Community Affairs, for her help in planning conference details. • Neil Kromer, Operations Manager, CIMS, for his help in arranging conference facilities. • Michelle Cometa, Sr. News Specialist at RIT University News Services, for her help in promoting Spectrum 2011. In closing: Thank you for attending Spectrum 2011! We hope that you enjoyed the conference, and will participate in STC Rochester activities in the future! Please check out our website for Rochester chapter meeting and event information at www.stc-rochester.org. For questions or further information regarding this year’s Spectrum conference, you can e-mail us at spectrum@stc-rochester.org. We hope to see you again, next year at Spectrum 2012!

Acknowledgments

39

This program document was printed courtesy of: Creative and Technical Communications — North America, XEROX CORPORATION

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