Download original attachment
(Word document)
This is an HTML version of an attachment to the Freedom of Information request
'Council newspapers'.
(Word document)
BRECKLAND VOICE
EDITORIAL AND DESIGN POLICY
INTRODUCTION:
Breckland Voice is the Council's community magazine, published bi-monthly and delivered free to households in the district and to opinion-formers throughout the County and beyond. This editorial policy gives basic guidelines and information to encourage contributions.
Editorial Team Contacts for Stories
Lisa Green General Editorial & Policy
Anita Brennan Health/Housing
Ian Vargeson Legal/Committee/Elections
Phil Daines Planning/Conservation/Building Control
Mark Stanton Business, Commercial, European, training and employment
Rob Walker Community Sports Development/Freestyle
Sharon Jones Benefits/Council Tax/Financial stories
Riana Rudland Breckland Leisure Centres
Sarah Bruton Waste/Recycling
Ett Marcoms Design Agency/Account Manager
FORMAT:
General
A4 - 16 pages, Breckland Voice title and logo, new contents, page, contact names and addresses, information for partially sighted residents, full colour picture cover, environmentally friendly paper, under 6,000 words per issue - most stories between 200-300 words.
Contact Numbers
Should be included at the end of articles so the public can have direct follow-up contact
EDITORIAL CONTENT:
Balance
There should be a balance of stories across the district and departments, and every issue should have new information or original "angles" on continuing stories
Values
Like all publications, features should meet the following criteria:
Fairness
Accuracy
Balance
Honesty
Integrity
Absence of malice, fear or favour
The articles should also reflect the values and policies of the Council and should generally promote community, rather than commercial, events and organisations.
Unlike bought material, where the consumer makes a choice about a publication to be brought into their homes, Breckland Voice is delivered free. Therefore stories need to show extra sensitivity and good taste, as the consumer has not made the decision to bring the magazine into their home. Writers should also ensure that their articles are factually correct and contain up to date information.
Political Balance
Features and stories should reflect the political balance of the Council overall, not any particular party political line. The Local Government Act 1986 prohibits political publicity:
"A local Authority shall not publish any material which, in whole or part, appears to be designed to affect public support for a political party."
Proofing
Extensive proofing of Breckland Voice is undertaken to ensure fairness and accuracy of articles. The Editorial Team each receive a proofing copy for comments, alterations, additions, deletions, etc. The Chief Executive, Leader and Cabinet Executive Members also have the opportunity to approve before publication.
Style
Articles for Voice need to be targeted to their local audience rather than Council "professionals". A friendly tone and use of plain English will ensure a much wider readership. These basic guidelines may help contributors:
Think of the reader
Plan what you want to say
Use short sentences and paragraphs
Avoid jargon and abbreviations and unnecessary long words
Use simple every day language
Avoid complicated syntax, cut out subordinate clauses and parentheses
Break up text with extra spaces, headings and sub headings
Be factual and not too flowery
Make short lists of important points
Show - don't say, i.e. "Breckland has collected over seventy thousand tons of paper for recycling"
Give figures (figures under 10 are generally best in words), number of people, costs, size
Avoid bureaucratic sentences which mean little: "It is possible that..."
Keep it simple, brief and to the point
If you can, use a superlative, i.e. first, best, biggest, etc.
If possible take a photograph to use later in the magazine
The Scissors Test
Imagine your story has to be cut in half to fit - does it still make sense? Are all the facts still stated? Pick out the most interesting point and put it in a short first sentence. If you can, think of a snappy title or a simple heading of no more than five words.
Who?
Council policy is for the relevant Executive Member to be quoted where possible, or alternatively the Portfolio Manager as appropriate. Identify the person and include their christian name. Also check any quotes attributed with the person who is quoted.
The Five Point Test - check your story against the following:
WHAT is happening or has happened
are the costs, who's paying
WHO is involved, committee, town council, local organisation
is affected in what way
can give further information
WHY it's happening
it is significant/important/interesting
WHEN/WHERE it is happening (or has happened)
HOW MANY people, places, times
Lastly, and most importantly, what makes the story interesting, what is fresh, new, different. Is it surprising, unusual or out of the ordinary?
What do you want the readers to know and think?