The Essentials: Technical Communication’s Value Proposition

This column is a quick reference guide exploring “essential” technical communication topics. Please send questions or comments to Nicky Bleiel at nickyb@componentone.com. Follow her on Twitter @nickybleiel.

By Nicky Bleiel | Senior Member

STC defines technical communicator to the Bureau of Labor Statistics as follows: “Develop and design instructional and informational tools needed to assure safe, appropri­ate and effective use of science and technology, intellectual property, and manufactured products and services. Combine multi-media knowledge and strong communication skills with tech­nical expertise to educate across the en­tire spectrum of users’ abilities, techni­cal experience, and visual and auditory capabilities.”

Technical communicators increase the corporate bottom line by increasing sales, streamlining processes, and reducing costs in a variety of ways.

Of course, content is the most important technical communication department deliverable, and no product or service would be usable without it. However, the very nature of the work requires specialized knowledge and responsibilities that span across departments as diverse as development, marketing, QA, sales, and customer support. That domain and corporate knowledge provides additional value.

Technical communicators design and develop information based on a set of constraints that are unique to each situation, using a mix of skills to deliver the appropriate information to the audience, in the shortest time.

The tech comm value proposition:

• Quality deliverables improve products, which increases customer satisfaction, reduces support costs, ensures customer safety, and decreases returns.
• In-depth knowledge of industry-specific standards and processes ensures compliance, saves time, and guarantees deadlines are met.
• Domain knowledge of documentation tools, technologies, and processes saves deliverable development time, as well as vendor costs.
• Expertise in internal communication and knowledge management, which improves corporate efficiency.
• Knowledge of social-media strategies for documentation deliverables, which improves sales and corporate SEO.

References and Further Reading

These articles, blog posts, and websites discuss this subject from a variety of angles.

Bleiel, Nicky. “Technical Communication Departments = Higher Profits!” TechCom Manager Newsletter, August 2009.

Carliner, Saul. “Demonstrating the Effectiveness and Value of Technical Communication Products and Services.” Technical Communication Journal, August 1997.

Castner, Joanna. “Explaining the Value of Technical Communication on the Job Search.” STC Atlanta Currents Conference, 2005.

Value Proposition. STC website, Body of Knowledge portal.

Hanna, Rob; Aschwanden, Bernard; and Frankland, Rob. “Seven Habits of Highly Successful Technical Communicators.” STC Technical Communication Summit, 2006.

Kirk, Hannah. “Proving Worth: What Technical Communication Managers Must Do to Prove the Value of Their Deliverables.” Writing Assistance website.

Mead, Jay. “Measuring the value added by technical documentation: a review of research and practice.” AllBusiness.com.

Redish, Janice (Ginny). “Adding Value as a Professional Technical Communicator.” Technical Communication Journal, February 1995.

Nicky Bleiel (nickyb@componentone.com) is the lead information developer for Doc-To-Help (www.doctohelp.com). She has 17 years of experience in the software industry developing online Help, manuals, quick reference guides, training, videos, and more. Nicky serves on the STC Board of Directors.

Portions excerpted from “Technical Communication Departments = Higher Profits!” by Nicky Bleiel, Techcom Manager Newsletter, August 2009.