Style Guide for The Shuttle and other corporate publications

North Blackburn 00

Blackburn with Darwen Borough Council’s NeighbourhoodNewsSummer 2006 Rent deposit Your Council - your community scheme Park restored to its Information for tenants Private landlords’ East Darwen guide to housing former splendour benefit

NeighbourhoodNewsSummer 2006 Your Council - your community Gary Ward, lead singer of local band Gone Beggin’ on stage Guide to “Yes” to major Council services change in DarwenFancy a party?Darwen Live Come and joinbreaks the party at records Corporation Park,Thousands Blackburn of visitors poured Parks Supporters Group with a free fun day on on Sunday 9thinto July Darwen 12.30East for the Rural town’s Restoration work on Roe Lee Park has now April 1. The park’s supporters group help to pm – 2.30pm. biggestThere will live be music event. look after the park by working alongside local been completed thanks to £300k boost. cers, reporting problems music, fun, praise,A record games, number of performers Councillors and offi puppets and much more. part in As part of the changes, whichNeighbourhood have - more than 60 acts - took attracted and organising events. If you would like to Bring your own picnic and been funded by the government, new paths the three-day festival, which country. Your Council - yourjoin the community Parks Supporters Group, please(01254) call something to sit on. Soft drinks will have been laid, benches, bins ower and beds pooper music lovers from around the scoopers installed and new fl Joanne Ramdewor, parks manager on be available. All theBands action - among will take them a number of 588704. The ParksMost Supporters people (91%) Group agreed are they would Newsyed at and trees planted. The views have been place near the localchildren’s and regional playground artists - pla like the markets to be updated and 88% ng the opened up acrossResidents the park have and residentsendorsed the plannedplanning revamp another fun day for the summer. area. The party eighthas beendifferentSummer organised venues, 2006 includi were in favour of proposals to make the olds. report that as aof result Darwen they town feel muchcentre, giving their approval by the Four ChurchesDarwen Together library theatre in and Marig Darwen Livemarket 2006 square the heart of the town centre. to the option involving biggest change. North Blackburn. ForSeventies more details band The Blockheads safer using it. New CCTV has also helped More than half would like to see the (01254) 57365 k,’ ‘Sex keep the park safe.Almost The pavilion 700 people has been took part in the contact Yvonne(‘Hit on Me With Your Rhythm Stic front of the Market Hall opened up to create headlined transformed by consultationan ambitious on plan the to Darwen knock Town Centre and Drugs and Rock ‘n’ Roll) shop units, but there were also calls for new this year’s event, appearing on an down internal wallsMasterplan, and create after a detailslarge new were sent own centre. to every home in Darwen. It outlined space to be made available for shops. open air stage in the t meeting area, with new windows, ce space. improved Meanwhile, 71% are in favour of the disabled accessthree and levelsa new ofoffi improvement – minimal, Other bands taking part in luded opening up the River Darwen between Young peoplemoderate now have and a majorspace change.dedicated event, now in its seventh year, villeinc Seven out of ten people were in School Street and Union Street. CouncillorDarwen’s own Gone Beggin’, Ne for them, with a skate park, shelter and tyre An action plan is expected to be developed ls) and his band, swing and the childrensfavour of playoption area 3, hasDarwen been Town Centre Staple (from the Specia s, One over the next few months following detailed Wealth of experience refurbished. ThisPartnership’s is not the endpreferred of the option,work which will Safro Man, The Baghdaddie ns. site assessments, while potential sourceswarns ed. about though as furthersee improvements a major refurbishment are planned. of the town. String Loose and Mutual Vibratio ’ cially launched by the of funding and investment are identifi Local radio station ‘107 The Bee for The Park wasProposed offi changes include: and provided Councillor Andy Kay, executive memberburglary hosted thethreat main stage ws The Council’sswim community coach sports coach for • opening up the front of the Market for regeneration, said: “The people and Hall to create shop units on-stage entertainment, intervie performance swimming picked up even more businesses of Darwen have givenSt a clearBeardwood Paul’s and withand Lammack live music councillor, broadcasts. • linking the Market Square area with rst of three major skills when he joined the England Sw strong message of support for the visionSheila and Williams has warnedDarwen residents Live is the to fi other parts of the town centre ourishing Primary School ce in Team for the Commonwealth Games in ce developments the work of Darwen Town Centre Partnership.be vigilant after a spatecouncil-backed of burglaries festivals in taking pla New• potentialcentre new offi fl Children from St Paul’s Primary Melbourne. Rob chance to help their“I wouldchildren like eat to morethank everyone whothe Lammackhas area.the She borough has urged over peoplethe coming months. in Parliament Street, Railway Road, School in Hoddlesden will certainly e at Witton Seven Trees Children’s Centre based healthily. The groupparticipated is held andon Thursdaysresponded to the consultation.to be particularly carefulThe when annual out Mela in the takes plac As part of the coaching team he was given the borough Road Duckworth Street, be busy in the run up to the summer , followed Employee newsletter Rob Greenwood, pictured left o on Whalley Street continues to grow from 12 till 1pm in“The the responsecentre’s community gives us the beliefgarden during the warmCountry evenings Park on as July an 15 and 16 23. chance to develop and work with some of the best Foundry Street and Knott Street break. trip to Australia with and develop it’s range of services and café. For furtherand details confi denceof activities to take at the the. masterplan opportunist thief willby oftenArts in take the advantagePark on July 22 and coaches in the world. • improvements to The Circus and bus access (01254) 264922 are being imming activities. Cheery Chompers is a group centre please contactforward to the next stage. Onof May doors 17, and the windows youngstersLocal left beginopen. and regionala bands n this year’s that offers local• railway mums station and dadsimprovements the “We will continue to involveseries and listen of four environmentalinvited workshops to audition for a place o Park. June squad 2006 members Rob, who himself represented Great Britain at an n his Young Pe n & op • housing redevelopment with Education 4a Greener Future, in international level, is also assistant chief coach at re le ’ ld s festival performance bill at Arts in the i P to local people as the regeneration h a contact r C t New n e

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• linking River Darwen corridor partnership with the Wildlife Trust. The Gallica (Lancashire) Swimming Club which meets at s

For further information please h

i plans for Darwen develop.” . p (01254) 664540 Deborah Gornik has been appointed as the Council’s X] into the town centre. workshops will be held during May, June Shadsworth Leisure Centre. ^a Where ev Jon McCaughey on Y ery c and July. head of service - earlyappointments years, in the children’s services gZ hild matters nd c And on May 19, Olympic gymnast department. Deborah has worked jc V Council staff sign up \ cY Craig Heap (pictured) will visit the for the Council for a number of e Seventies band The BlockheadsGala (“Hit Me day is on its waysurrounding areas will once again show Zd With Your Rhythm Stick,” Sex and Drugs their support for this traditionalschool town to leadevent.” a gymnasticEvents display and licence for years toand the was hospice previously towards head operational of costs. e There’s still time toband, join Safro in the Man, fun The Baghdaddies, One String a training session for all the children. aZ and Rock ‘n’ Roll,” and “I Want To Be The event is supported by a Darwen children’s centre. Éh at this year’s DarwenLoose Gala. and Mutual Vibrations plus a host of Sunnyhurst toWoods If 5,000 staff signed up that would equate  Straight.”) will be headlining at this year’s Council community grant. Then, from June 7 to 9, art group help e Organisers say a number of stalls are Fiona McGrath is the Council’s local/regional artists. Jam Tart will be running Theworkshops Council with has applied to stage events at local hospice to £140,000 a year. With annual runn Congratulations aV Darwen Live 2006. Other artistsstill includeavailable for charities, community A programme of events, sponsored Sunnyhurst Woods followingHot aon change the heals in of a successful interim headcosts of of policy £890,000 following and just 22% funding c Deborah Bonham and folk legend Julie Local radio station ‘107 The Bee’ will host the children to create some mosaic ing groups, public bodies and businesses who by Akzo Nobel Decorative Coatings, licensing regulations. year raising £17,000 for the East the promotionfrom theof Andrew PCT, the Lightfoot hospice relies heavily to... Felix who will grace the Heritage Acoustic the main stage and will providewill on be stage available from townmurals. centre The children have already want to take partentertainment on Saturday, Augustand interviews 19. as well as live created their own designs whichThe newwill formrules mean regularLancashire events, suchHospice through the Deduction forms are being circulated to executivecharitable director donations.corporate Les Whyte and Neil stage at Darwen Library Theatre. businesses nearer the time. on People are alsobroadcasts invited to oat,of enter some vehicle the artists so that people who part of a permanent displayas atthe school. Friends of SunnyhurstMayor’s Woods charity Group appeal, the Council with your wage slips for staff who wantresources. to Fiona has been The annual bank holiday bash, now in its To book a stall telephone To sign up to the scheme make sure Dagnall who recently popular road paradecannot with make a fl it to the festival can still enjoy the . summer fete and the annualis pledging carol concert, further support to the contribute directly to the hospice funds.performance advisor at the Council seventh year, will take place from 1pm to June on (01254) 725958Head teacher Bernie Bickerton you fi ll in and return the hospice form picked up the Best Bar or walk in fancy magic.dress. The parade sets said: “We try to provide lotsnow of varietyneed a licence to takeworthy place cause.in the park. since 2004. 9:30pm on May 28 and 29, at Darwen bus For more information about the road The hospice provides specialist palliative circulated with your pay packets. None award for running off from Anchor RoadCatering at 12.30pm, will be provided by local traders to(01254)706510 make learning interesting andThe fun. Council is reassuring householders station and seven other venues throughout parade, contact Bob on . For now staff can sign up to the hospice care for patients suffering from advanced the safest nightclub in 4VNNBSZ following the A666and theto Borough event will Road once again include the now(01254) 774804I’m sure the children will enjoythat these the new licence will not lead to for The theShuttle town. Over 20,000 visitors are expectedfi eld for the to offi cial opening at 1.30pm. or Steve andon extra eventsother taking placelottery there. with direct salary deductions. life threatening illnesses. It also offers the borough with Club Children and infamous Black Horse Beer Festival with the ‘sessions with a difference’.” enjoy this special music event. Gala chairman John Sturgess said: Payroll staff will arrange for deductions to support to families, relatives and carers. Tropicana. Club Tropicana new Darwen Brewery Hop Star. Finally, Hoddlesden youngster Over 60 bands will take part over “Wethe twohope the people of Darwen and be made each month and you could be in Strategic objectives is held every Saturday days including Darwen’s own Gone Beggin’, For further information contact: Blackburn Andrew Robinson presented a gift to The hospice provides support for the Fiona McGrath Young People’s The Council has seven strategic in the Windsor Suite at Neville Staple (from the Specials) and his with Darwen festival and events team on Her Majesty the Queen during her with a chance of winning one of 18 350,000 population within Blackbur objectives for the coming year. These King George’s Hall and (01254) 682000 recent visit to Blackburn. Andrew, of up to £1,000 every week. prizes Darwen, Hyndburn and the Ribble Valley. Plan [email protected] who was put forward by his teachers haven, been updated for this year to attracts hundreds of at St Paul’s, was chosen because For every £1 contributed, 80p goesrefl ectdirectly our priorities. clubbers every week. The Council and its partners East Rural Youth and Community he has remained polite, cheerful and They are to: Gala involvement have produced the Children hardworking despite setbacks in his and Young People’s Plan which Association (ERYCA) update young life. Charity ride u improve health and social well-being A call has gone out from Darwen outlines the role they will play in Thanks to the hard work and for Henryu create sustainable communities and Gala Committee to the Council to supporting their lives. corporatecommitment of a dedicated team of publications neighbourhoodsA right royalget involved with the 2006 event on computer and calligraphy classes are well Darwen Leisure Centre The plan has been drawn up by volunteers the Carus Centre youth club u improve the environment and Saturday, August 19. under way. Arrangements for relocating group bookings the Children and Young People’s is now up and running on two nights a Local mountain biking do from Darwen Leisure Centre are in place housing Stalls are still available for any department Strategic Partnership which is made week, much to the delight of younger The fi nancial success of the whole enthusiast and sportsu project has been made possible by grants with most people who use the centre cut crime and improve community who wants to promote services or members of the East Rural community. of members and offi cers from the from the Council, funding from the Young already having some idea of venue options. development offi cer,safety initiatives. For further information Recent activities at the centre include u Council, young people themselves and Peoples Network and cash from the lottery The Council is also looking into arrangements Henry Ramsey is cycling promote economic regeneration telephone June on (01254) 725958. three ‘clay face’ workshops with people u representatives from partner agencies Awards for All. for temporary users, to ensure there is minimal across Britain. He deliverwill be positive outcomes for all from the Millennium Green, as part of their Entries are being taken for the popular such as the police and health. disruption. attempting to ride childrenfrom and young people history and nature trail project. These were ERYCA secretary, Dilys Dyer said: “None of this could have been achieved without Further grant applications are ongoing and it u deliver the highest quality services road parade. People can register fl oats, In the plan all the partners plan very well attended by a cross section of the east coast to the the support of the community. Locals have is hoped additional funding will enhance the new For more details see www.blackburn. vehicles or can walk in fancy dress. It sets to work together to help achieve the community. With the support of the west coast in just four come forward to carry out various activities facility. gov.uk/performanceagreement off from Anchor Road at 12.30pm and the fi ve outcomes laid out in the Council’s neighbourhood learning initiative, days. He and his cousin ranging from delivering the news letters Architects should soon be appointed and over follows the A666 to Borough Road fi eld for Children’s Act. the next few months a detailed scheme proposal will be following the the offi cial opening at 1.30pm. To fi nd out to painting and decorating, plumbing and Reivers C2C Route from These are to: joinery.” will be developed. more telephone Bob on (01254)706510 Tyneside to Whitehaven. For further information contact Paul Gracey or Steve on (01254) 774804. u on (01254) 771511 Team be healthy The pair are hoping to raise email [email protected] or The event is supported by a Blackburn u stay safe more than £3, 000 for the with Darwen Council grant. u make a positive contribution Dystonia EverydaySociety and the sport - shorts u Macmillan cancer support Weeks of careful preparation by staff enjoy and achieve and jogathon u charity. from the Council, BuckinghamNew car Palace, share achieve economic well-being. Don’t forget to sign up to the everydaythe police and the Mall paid off when the For more information on the Children Henry wassport diagnosed jogathon atwith Witton Park on July 18. Queen came for a websitewhistle-stop tour launched of and Young People’s Plan see Dystonia, The a neurological national event aims to getBlackburn’s people Church Street at the end of www.blackburn.gov.uk/childrensplan conditioninto sportin 2004. and openIt was a “wellness account”. If you are fed up with the increased costs of last month. motoring and want to help the environment volunteersTo fromregister, the log Dystonia on to www.jogathon.co.uk. the check out sharedwheels.co.uk. Society who helped Henry And luckily for everyone involved the weather The new on-line database funded by the come to terms with his held out as hundredsCouncil lined in partnership the pedestrianised with Blackpool and Could you be a condition, route to cheer onLancashire Her Majesty. County Councils, is launched this while Macmillan month. foster carer? nurses cared for The Leader, Mayor and Chief Executive played You don’t have to be a stay at home carer Henry Ramsey getting in som his father. host to the Queen Forand more Prince information Phillip as see:the www. practice on his mountain bike If you would like to sponsor sharedwheels.co.uk. to offer a child a foster home. e town put on its best display for the royal visit. Henry, forms are available Hera Ahmed and Andrew Robinson, 11-year-old Could you have offer a young person a at Blackburn central library. home life and support when they need it school children from Blackburn with Darwen, the most? were invited to present the Queen with fl owers the Council’sIf you think fostering you have recruitment got what itteam takes u and a special cake. Team Talk is produced by the PR and communications team would love to hear from you. Contact 0800 328 6919 for more details. and is available on the Council’s intranet site

Style guide for The Shuttle and other corporate publications 01

Introduction Please remember, this guide may be comprehensive but it’s not exhaustive. Language A style guide is a vital part of any council’s is constantly changing, so make sure you have a PR strategy. dictionary and a thesaurus handy at all times! It outlines the Council’s corporate style for written information and provides structure, consistency Abbreviations and focus as well as reducing the chance of error. When writing abbreviations you should omit all full To be effective, it must be used regularly and well. stops eg NHS. As well as being a vital tool of the job and an When an abbreviation can be spoken as a word, it important reference book, it should also serve should be written as a word eg Unison. as part of the introduction to the Council for new communications staff. If the organisation is well known, then use the initials throughout the story eg BBC, RAF. General dos and don’ts When writing about the Council itself, never use BwDBC. We use the name in full; Blackburn with When writing for The Shuttle, Neighbourhood Darwen Borough Council or simply the Council. News or any Council publication, the proper use of grammar is absolutely vital. Other abbreviations should be written in full the first time, with the shortened version after in The only significant “bending” of the rules comes brackets. For example: “The Government Office when starting sentences with words like “and”, “for” North West (GONW) announced a major new and “but”. At primary school, your teacher may initiative today.” Thereafter use the shortened have taught you not to do this. But writing for the version in the story. general public means that we can “bend” the rules to make writing more lively. However, be careful not Other variations include shortened versions of the to overdo it. full name eg “training corps” instead of “Air Training Corps,” but these should always be used ONLY When writing stories you must also be aware your after the name has appeared in full, and then with piece is fighting for attention on the page, and small letters and not caps. the paper is fighting its corner in an increasingly crowded market. Watch out for plurals of abbreviations like MPs. NEVER write MP’s except when it is a possessive There are many other papers, both local and singular eg “The MP’s decision rebounded on him”. national, magazines, radio, TV, cable and satellite, all vying for the attention of people in Blackburn Abbreviations of weights and measures should take with Darwen. the singular form e.g. 40lb, 20mm, 2in, 10ft. So your stories must be well written, with an eye Million is abbreviated to m, eg, £6m; billion to bn, for detail and an awareness that you need to grab eg £7bn the attention of the reader as soon as possible when you write a story. Generally speaking, you should use numbers when writing all the above, whether above or below 10, This style guide can’t turn you in to a brilliant writer but avoid using them if they spoil the flow of your in itself, but it can give you all the information you story eg “the special offer is for petrol purchases of need to write well and in style for ‘The Shuttle’ and five gallons or more.” other Council publications. Most metric terms should be written out in full eg It is written principally for staff in communications 25 metres, 20 metres, 2 litres. The only exception and marketing and other staff in the Council who to this is where the shortened version is familiar eg communicate directly with the public. This style 35mm film. guide should also be used by anyone preparing information for publication such as the best Ages value performance plan, guides to the borough and any public documents or leaflets which are Spell out ages up to nine and then use figures. professionally designed. Brackets should not be put round ages, and generally should be used as little as possible. If you use a design company regularly, please ensure they have a copy of this guide. Apostrophes It has also been posted on our intranet site so it Apostrophes are the source of many mistakes in can be used by other members of staff. many newspapers, but not ours! 02 Blackburn with Darwen Borough Council

When referring to the 1960s, it is 60s, not 60’s. Italics Likewise CDs not CD’s. Generally try to avoid italics as, again according to Contracted words can also cause problems. the RNIB and ALBSU (above), they make it harder for people to read. However, house style uses italics Its is possessive, it’s is short for it is. Whose is for names of publications eg The Shuttle. This helps belonging to, who’s is short for who is. us avoid using too many quotation marks and also There are many other examples of poor use of the helps the title stand out. Can also be used for apostrophe like survey’s, pizza’s and bean’s (all of strategies which are published documents. these are genuine mistakes). So watch out and think before you write! Jargon “Long-winded” writing is a sign of laziness. Over use Body text of jargon and “management speak” will disguise To give the correct corporate feel to all publications rather than communicate information. Anyone who the body copy or text should be in the Franklin writes: “due to the fact that,” instead of “since,” or Gothic book font (or typeface). Headlines or titles “because,” is not putting the needs of their readers may be in different fonts to allow creativity. The first. Likewise “use” is better than “utilise.” There are Council has a “suite” of service information leaflets. many more examples, so think about who you are All of these have a common corporate style based writing for and keep it as simple as possible. See the on this guide. See the technical information section sections on plain language and the plain language at the end of this booklet. dictionary on page 13 of this guide.

Bullet points Names, titles, dates and numbers Keep bullet points short and to the point. If the Official bodies/departments: Blackburn with bullets flow on from a sentence then you do not Darwen Borough Council, the Council - but the need a capital at the start of each bullet or a full social services department. stop at the end of each. There must, however, be a full stop at the end of the last bullet. Note also that unless a Council committee is preceded by the name of the council eg Blackburn Capitalisation with Darwen Council Planning Committee it is lower case, eg the planning committee. Note that Capitals can be dreadfully over-used. In a non- Executive Board and Council Forum always take council newspaper, most titles, committee names caps. and so on would be written without capitals in their shortened forms to make for cleaner and easier to Titles of Council officials will be not be capped, eg read copy. We aim to follow this example, which is Joe Bloggs, chief executive, unless on a business also backed up by research from the Royal National card, sign or in an advert. Institute for the Blind (RNIB) and the Adult Literacy Councillor is capped up as shown when Basic Skills Unit (ALBSU). Exceptions are Council immediately followed by the name of the elected (when referring to our Council), Executive Board, representative eg Councillor Mohammad Khan. Council Forum or the Local Strategic Partnership. Future uses of the word without a name, ie “said When written in copy (ie within a sentence) job the councillor” would be lower case. titles are not capped, nor are departments or services. In adverts, signage or on business cards Political parties: Should be written with caps eg job titles and department names may take initial Conservative Party, (Con); Labour Party, (Lab); Liberal capitals. Do not overdo this on long job titles, Democrat Party, (Lib Dem). Independent members department or team names. should be referred to as Independent (Ind).

Clichés Faith groups, churches and religions: Islam, Church of England, Roman Catholic Church, Baptist Avoid clichés they only make your writing sound Church and so on. Thereafter in stories references to tired. “the church” or “the mosque” should be l/c. Headlines Caps are required for Christianity, Islam, Buddhism etc and for their followers and adjectives eg These should be written downstyle or sentence Christians, Muslims, Buddhists. case ie capitals only for first word or where grammar demands a capital. Titles and ranks: Caps should be used only when the title appears before the name and is an integral part eg Superintendent Jones, Councillor Bloggs. Style guide for The Shuttle and other corporate publications 03

Further mentions should be lower case (l/c), the The second thing would be to celebrate! councillor, the superintendent, and so on. Cllr is acceptable in captions to keep them tight. Anniversaries from one to nine should be spelt out but after that use figures eg 20th anniversary. The Mayor and Mayoress should be referred to as The Mayor, Councillor Joe Bloggs and Mayoress, Remember 25 is silver, 40 is ruby, 50 is gold Mrs Josephine Bloggs. Subsequent references are and 60 is diamond. There is no such thing as a to the mayor and mayoress. Please always check golden wedding anniversary or a silver wedding the name of the mayor as it changes annually. anniversary. It is a silver wedding or a golden wedding and is I/c. The leader of the Council should be referred to as council leader, Councillor Freda Bloggs and Punctuation Councillor Bloggs on subsequent references. Use open punctuation eg Dr, Mr, Mrs, Ms, Miss, The Queen always takes a capital. Her full title is rather than Dr., Mrs., Mr., but note that where the Her Majesty the Queen. Certain other royals, like last letter in the abbreviation isn’t the last letter of the Prince Charles and Prince William also take the full word, a full stop should be used, eg Rev., the latter form, which can be abbreviated to HRH. for Reverend. It is acceptable to refer to them subsequently as “the prince”. Any post not used as an integral part If listing honours or degrees for example, you will of the name is also l/c eg “the chairman”, “the still need commas between sets of letters, eg: BA, managing director”. PhD. For Church of England vicars at first mention it’s Colon: This is to be used when introducing a the Rev. Bloggs, thereafter Mr Bloggs quote. He said: “I agree with the statement from Note the full stop after Rev. This appears in the executive member.” But for a quote within a any abbreviation where the last letter is not the quote, use a comma eg He said: “Roger Bloggs last letter of the complete word. So it’s Rev. for announced, ‘I agree with the statement from the Reverend but Dr for Doctor. Executive Member’.” See also the section on official bodies/ Semi-colon: Use them sparingly. They are helpful departments in lists that include commas eg “The results for the school test are as follows: Martin Davis and Derek Names: Avoid using Mr and Mrs, except in direct Smith, junior class, 3 points; Debbie Bloggs, senior quotes. Always supply a first name rather than an class, 6 points;” and so on. initial. Commas: They should guide readers through a Dates: When mentioning a date retrospectively sentence, separating independent clauses joined say ‘April 15, 1995’, but it’s April 1995 (no with a conjunction: “The actor is aiming for the top, commas) when the number is dropped. When and bottom of his list of priorities is being choosy citing periods, use minimum figures: 1909-14, about what part he gets.” 1925-33, 1939-45. Do not write: “He reigned Without the comma “and bottom” would be read between 1926-35.” Make it “during 1926-35”. wrongly with “for the top.” The apostrophe in titles such as “Expo ‘02” is old fashioned. NEVER include the year when writing But although conjunctions like “and”, “but” and dates in contemporary copy. If your reader doesn’t “so” can link two independent clauses with a know what year it is, then we have a real problem! comma, conjunctive adverbs such as “however”, “moreover” and “hence” can do so only with a Numerals: Use words for numbers one to nine. semi-colon eg ‘The plane was only a few hundred Exceptions to this rule are temperatures, dates, feet from the ground; however the passengers times, scores, votes, percentages, weights and were not alarmed’. measures. For millions and billions you should write 5m or 5bn. Remember 1,000m = 1bn. Dots and dashes: Sometimes justified, but often For figures in excess of 1,000, include a comma misused. Dots (also known as ellipses or leaders) between the thousands and hundreds. should denote missing words, as in a sentence that tails off, or a phrase omitted from a quote. Dashes Percentages should be written 3%, 22% and so can be used to isolate clauses - like this - or to on. Remember “per cent” when written out is indicate a grammatical pause, but commas do the two words. However, be careful not to include job more efficiently. For ellipses use a maximum percentages when a figure will mean more to the of three dots…with no space after the word and reader. After all, the first thing you would do if you before the dots as shown. got a 10% pay rise would be get the calculator out and work out what it meant to you in hard cash. 04 Blackburn with Darwen Borough Council

Hyphen: A comprehensive guide is impossible but In the last two examples the full stop comes after in general, try not to use a hyphen if this is more the quotation marks, which are single, because the familiar. It is much neater. Avoid, however, letter quote is a fragment, it is incomplete, because it clashes eg redeye but blue-eyed. starts in mid-sentence. Do not hyphenate words with the prefix re except Even in example three, when there is a complete to avoid a clashing ‘e’ (re-elect) or a visual snare sentence after the first part, how the quote begins (re-ignite), or to distinguish two meanings (reform, is the important part. re-form). The same logic applies to... Quotation marks: Generally double; but single for quotes within quotes, reported speech, headlines, She whispered: “What’s wrong?” captions, book/film/play titles. Did I hear her ask: ‘What’s wrong’? Often there is confusion over quoted matter, so When the question applies to the whole passage, let’s clear a few points up... not just the quoted words the question mark Joe Bloggs said: “I understand it all now.” comes outside single quotation marks. Joe Bloggs said he ‘understands it all now’. Remember the guidance about italicising titles of Council publications. Joe Bloggs said he ‘understands it all now. It wasn’t very clear before’.

Other important points Story captions are special stories, which are written to Story lengths - for The Shuttle and go underneath a picture. They would contain just the Neighbourhood News basic details to outline what is happening and would run to no more than 80 words, usually much less. Shorts or news in brief (nibs) are what they say they are. Keep the details to the bare minimum, writing Story lengths for Neighbourhood News newsletters no more than 30-80 words in one nib. A short would should follow the basic guidelines in the sample be the notification of an upcoming event for example. template, available in the communications and When writing/sending several shorts at once it is fine marketing team. Generally: page lead 170-200 and sensible to put them all on one file to send to the words, second lead/third stories 120 - 170 words, designer. nibs and fillers 30 - 80 words. Middles (or page tops) are, by definition, longer, Pictures and should be in the region of 60-160 words. Pictures are taken all the time by photographers, These are stories of some importance but not booked by the communications and marketing significant enough to justify lead status. Anything team and other departments, at media calls and above 160 words should be a lead. special events. However there may often be a story for The Shuttle which will require a special photo A lead will be 250 words ideally, rising to a session to be organised. maximum of 300 in exceptional cases. There are two types of lead – a main lead and a second lead. Always speak to the communications and Main leads are the principal story on the page and marketing team before booking a photographer to second leads are often the same length but not ensure resources are being channelled properly. quite important enough to justify main lead status. Someone else may also have booked it so Most pages will have at least one lead and one checking will avoid double booking. second lead. Also, be certain that if a time is given to you by Features should have a main piece of around someone for a job it is the time they will actually be 400 words and, where appropriate, two or three ready for the picture to be taken. This saves time “satellite” pieces (or sidebars) of around 100-150 and possibly money, should a photographer have to words to help break up the editorial into readable wait for any significant period. chunks. When you get the go-ahead for a specific picture to be taken it should be booked as far in advance of the next deadline as possible and the details entered into The Shuttle diary. Style guide for The Shuttle and other corporate publications 05

Also always find out a contact name and number n If the picture is about a campaign you may wish as the job may have to be rearranged. to include a campaign poster in the background to your picture. If not - a clean background NEVER promise a picture. All kinds of things could (preferably pale) makes the photograph easier happen at the last moment to stop us taking to use. the pic. Finally, use your common sense. If a job sounds unsuitable for a picture explore the n Make sure you know who is on the picture and possibility of doing a story instead. their names which (correctly spelled) should be supplied with the photograph. Councillor pictures n If taking a portrait shot (otherwise known as Councillors, particularly executive members and a head and shoulders or mugshot) please the current mayor, often feature in photographs. move in closer to the subject than you think - However, this can date the photograph and generally almost as close as if you were having therefore give it a short shelf-life. For example a conversation with them. a picture taken of the mayor in April may well be out of date in May when a new mayor takes n Don’t shoot into the light office. The event, however, may be useful to n Remember about photo consent forms - photograph and use as file pics later in the year. especially for children (see next section). To make photographs last longer, take shots of the councillor with, for example, the schoolchildren Photograph consent forms but also take photos of the children without the councillor. These can be used at a later date. Corporate PR and communications have a standard See guidance about photo consent forms a copy consent form, which you should always use when of which is printed in the Corporate guidelines organising photocalls, but especially when children booklet, and available electronically from the are involved. Please ensure that you complete communications and marketing team. the form and keep a record of which permissions have been obtained. The photo consent form has Too many photographs of councillors in The Shuttle been emailed to all communications and marketing is inappropriate. Please ensure that the leader, for officers. A sample is contained in this pack, in example, does not appear on most photos in the the Corporate guidelines booklet and is available newspaper. electronically from the communications and marketing team. Picture advice Sometimes individuals who are not professional Photo library photographers take photographs to use in The The communications and marketing team is Shuttle. building up a photo library. If you have any The following is basic guidance on the quality of professional photographs taken for events or image we require. For photographs appearing in The services, please copy your photographs to the Shuttle and other corporate printed publications, communications officer dealing with your portfolio we need high quality prints - at least 7” x 5”. If to store in this library. As the library develops we using a digital camera images for use in print must aim to put it online. be 300dpi (dpi = dots per inch - a measure of Captions the density of the image). This will mean that you get fewer images on a digital camera disc, but the When writing captions for the The Shuttle, start quality of image is important. them with two witty or snappy words followed by a colon. Get straight into the details and make the If you wish images to appear on posters then whole thing as brief as possible. contact the communications and marketing team for guidance. Always include names, if appropriate. n When posing photographs, please ensure Note: Our captions do not have a full stop on the that the main subjects of the photograph are end. grouped close together to draw the eye into the centre of the picture and allow the chance to If a story has a picture, make sure you include the crop if necessary. caption at the end with the right instructions. n Make sure that there are no rogue objects When writing several captions relating to the one in the picture such as coffee cups or plants story, a picture spread for example, put them all on growing out of people’s ears. one file and identify which caption goes with which picture. 06 Blackburn with Darwen Borough Council

Contact details Spelling Contact details should be included at the end of Use the spell checking facility on your computer each story where relevant. These should be the after writing a story. Then re-read your story to phone number and email address of the officer ensure it is correct, accurate and you haven’t responsible for the initiative (not the writer of the missed any important points. And remember story). Phone numbers should be written thus: there’s always a dictionary! Never fully trust spell (01254) 585480. check - particularly if it is an American version.

Complaints Structure and tone If a reader phones with a complaint about a story Does your copy flow properly? Check your story discuss it with the communications and marketing after you’ve written it. Double-check for slang, manager or the director of communications. If the ‘council-ese’, verbosity etc. Ask yourself, will it complaint has foundation and, after discussion, make sense to a reader unfamiliar with the detail of we decide to carry a correction, the writer doing our organisation? the correction should always clearly mark the piece as a correction before sending it, along Schedule with the word MUST. As we produce The Shuttle ten times a year, be Corrections in The Shuttle generally go at the careful how you approach stories. You could be bottom of the Fact and fiction column on page 2. writing a story on deadline day about an event taking place two weeks hence, but it still might Layout not have reached everyone in time to inform them because of our delivery schedule. When proof reading always check for “widows” and “orphans” eg where one word goes onto the next It could even be over and done with by the time the column or where a single word fills a column width paper comes out. So you would either have to refer on its own. These should be avoided. to it in the past tense or not at all.

Letters You can also use dates for clarification as well eg “The event takes place on Monday, October 9.” In time, we may launch a letters page in The NEVER include the year in your copy. Shuttle. If we are publishing a letter, only go ahead if the full name and address has been submitted. Trade marks

Obituaries Trade marks are registered under the Trade Marks Act. A trademark is infringed if you use a sign or If you have the sad task of writing an obituary, symbol which is: ensure it is accurate and well-researched. Don’t assume details you have been given must be n identical with, or similar to, the trade mark and right. Always check and double-check. Remember n is used in relation to goods or services which these pieces are often cut out by relatives to keep are not similar to those for which the trade forever. If there is a mistake, they will always carry mark is registered that mistake around as well. Note also that people die they do not “pass away.” if the trade mark has a reputation in the United Kingdom and the use of the mark, without Readability due cause, takes unfair advantage of - or is detrimental to - the distinctive character or the Pay attention to sentence length, keeping clauses repute of the trade mark. to one or two per sentence. For normal writing, for a person of average intelligence, sentences should This means that if the Council uses the trade mark be kept to around 20-25 words or around three of another organisation in any publicity without lines. However, a series of very short sentences permission, we are in danger of infringing the Trade will read like a children’s story and will appear Marks Act. patronising. Strike a balance. If the use of the trade mark is detrimental to the If you are writing for the public, remember the company which owns it then we would almost three-minute rule. If anything takes longer than certainly be infringing the act. three minutes to read, the reader’s attention will flag unless they have a particular interest in the The company could take legal action to seek subject. damages or an injunction. The Council is also Style guide for The Shuttle and other corporate publications 07 an enforcement agency for certain trade mark Try and keep away from “his/her or s/he” as infringements so there would also be considerable these are ugly and interfere with smooth reading. embarrassment if we were to be in breach of the Instead, where necessary use “he or she,” act. alternatively, you could use “they,” even if this is not strictly grammatically accurate. As long as it Remember also that a trade mark is not only a sign sounds right in the context then use it. or symbol, it can also be a word such as “Hoover,” “Biro,” “Portacabin” etc. It could also be a design, Underlining such as distinctive fabric or logo. This is usually unnecessary and clutters the page, Unbiased writing making it harder for people to read. Instead use bold or a larger print size to emphasise the words. Biased writing can be defined as: “Remarks about a person, for example their race, Vox pops sex, sexuality, religion, age, mentality or physical A vox pop is a series of short interviews with the appearance, that are not relevant or which demean public on a single issue. When writing vox pops, or classify that person unnecessarily.” make sure each comment is the same length (about 50 words max), as they often go under each We want to show the Council as a forward-looking picture and if they are all different lengths this can and socially-inclusive organisation which respects make for a messy layout. the dignity and sensitivities of all groups. We also have an equal opportunities policy and would not The person being interviewed may, however, wish to infringe the letter or spirit of this by careless request their address or age is withheld, in which language. case we would respect that, but the name of the interviewee should always appear. 08 Blackburn with Darwen Borough Council

Electronic and multi media communications This guidance should be read in conjunction means queries can be answered quickly, making us with the rest of this Style Guide which gives all more efficient. detailed information about best practice in Email addresses communications. This section deals with the specifics of electronic and multi media Email addresses should be short and memorable. communications. Wherever possible they should not contain hyphens, ampersands (&) or whole department titles. Except in exceptional circumstances, only DVDs, videos and generic email addresses may be used online and in other multi media products printed publications. The IT helpdesk is responsible Multi media products can be an effective way to for setting up new email addresses. convey a message to a particular target audience. They are also one of the most expensive and are Writing emails not effective for every campaign. Please contact All emails should conform to the Council’s Style the communications and marketing team if you Guide, particularly those being sent outside the are thinking of commissioning any multi media organisation. promotional or information-giving products. Not only can we provide you with advice and guidance, Unlike printed formats, all e-correspondence we could also save you money. should use a web safe font, particularly if it is likely to be read online rather than printed out. All multi media products that are commissioned Web safe fonts are more accessible for all types by the Council should adhere to the Council’s of web users and have been tested as being the Style Guide and identity guidelines contained most effective to use for all sizes. The Council’s in this booklet and need to be cleared by the web font is Arial and should apply to both body text communications and marketing team before use. and attachments, unless the attachment is likely to be printed off, in which case the corporate font, Email Franklin Gothic should be used. General Signing off Email should not be treated differently to any other You should include basic contact details at the form of communication and should conform to the bottom of every email you send. This should be in same guidelines. A poorly worded or poorly spelt Arial 10 point. They should be set out as follows: email speaks volumes about the organisation - not Kate Bailey to mention the person sending it. Multi media communications officer/web editor, If you own a generic email box for your service Communications and marketing, area, please make sure that it is checked daily Third floor, Town Hall, and responses sent promptly. We should aim to Blackburn, respond to all email inquiries within one working BB1 7DY day. Where a query is complex and likely to (01254) 585777 take longer than this, you should let the person [email protected] concerned know, giving them an indication of time www.blackburn.gov.uk scale where possible. Email policy All generic email addresses should be set up with an out of office response that thanks the mailer for The Council’s email policy can be found on the their inquiry and lets them know that their query is intranet and is designed to ensure that data being dealt with. At least one other person should sent by email is processed in line with the have access to your generic inbox so that they can requirements set out in the Data Protection Act. answer queries in your absence. It also gives guidance on the acceptable use of email. Copies of the policy can also be requested For personal emails, please make sure you switch from the customer services department on your out of office function on when you are away (01254) 585761. from your desk for more than a couple of hours. Not only does this improve communication, it also Global emails should usually be avoided - see the section in the Corporate guidelines booklet with this toolkit. Style guide for The Shuttle and other corporate publications 09

Internet / web site In general, audiences do not like: The web site is not simply an information tool. It n flashing images or scrolling text is increasingly becoming used as a self service n slow to download images or pages mechanism where people pay their council tax bills, parking fines, renew their library books and n promotional hype – pop ups, for example get their bins emptied online, for example. This lengthy pages gives people greater control over the services they n lots of links either in text, or associated with it receive and the web site can be directly linked to n use of italicised text for emphasis. the Council’s back office systems so that people are carrying out transactions themselves, saving us How to write well for the web money in the process. Structure Editorial control of the web site lies with the communications and marketing team, however, n You should structure your pages to provide each department has a number of web authors relevant information in the most concise and who can submit content to the site that is easy to read form possible. then checked before being made live. The n Limit your content to a single page where you communications and marketing team holds a list of can. No single page should be more than two all current web authors and will be able to advise page lengths – people do not want to scroll you who is the best person to contact in your excessively. If it’s going beyond this, you should department. carefully consider if you could do more to cut it down. Take advice from the Council’s web If you need day to day access to the content editor if you need help. management system (CMS), you may consider becoming a web author yourself. Access to n If, after chopping out what’s unnecessary, there the CMS is restricted on the basis of need and is still a lot of information, consider breaking authors may only be added or deleted by the this up into different pages by using the page communications and marketing team. If you feel break mechanism, or even different sections on that there is a strong need for you to have access, the site, with links to the original. please contact us on (01254) 585777. It is n Use a simple heading and title. These should mandatory for all authors to attend an editorial and both describe exactly what the page is about. a technical training programme. Again, think about your audience “Get your bins emptied” is better than “Refuse collection”. Adding content to the web site n White space is valuable! It makes pages look The CMS is designed so that information can only attractive and helps users to easily read the be added in a certain way. This is to ensure that pages and find what they are looking for quickly. we maintain consistent branding and accessibility Make sure there is white space between each across the entire site. paragraph. Although most authors will only ever need to cut n Use indented bullet points for lists. Again, this and paste material into a pre-designed template, it creates white space and makes the page more is possible to make slight changes to this template attractive to read. where necessary, for example, where maps or text n Within the CMS you will also be asked for a need to run across two column widths. If you would description. A simple sentence such as “Find like to do this, please contact the communications out how to get your bins emptied” is ideal. and marketing team. Make sure it is relevant and that you have spelt it correctly. The description can be seen on the Writing for the web web pages, so never add any content that is Writing for the web is a skill. You should not likely to offend. approach it in the same way as you approach n You should try to get as many of your key words writing for other publications. as possible into the first paragraph of your text. This is because people don’t read web pages in the They help people to search for information same way that they read leaflets, newspapers or quickly and easily. reports. Research indicates that the majority scan n Key words should also be inserted into the pages, looking for key words and sub headings. metadata field of the CMS. These do not People do not want to read lengthy documents appear to the reader, but are vital as they allow online. people to find what they are looking for quickly by using the search function, or an external search engine. 10 Blackburn with Darwen Borough Council

You should enter all the words and phrases that Pages with excessive jargon will be removed and someone might look for when searching for your sent back to the author for re-working. You should document, separated by a comma. also ensure that people are able to navigate to your n Use an “inverted pyramid” pages in at least three different ways (e.g. by using search, by using the left hand navigation and by Very few people read web pages. Most simply using links from the A to Z). scan them to find what they want. You need to tell users that they are in the right place straight Reviewing content away – for this, we use an inverted pyramid. Always read what you have written back to yourself: n Does it sound right? Summary with as many key words as possible n Does it tell me immediately what I am looking for? Next most important information n Can I scan it easily? Less vital n Is it interesting? info n Would I come back again? If you are not sure, check!

This means that instead of introducing your n Ask a colleague (better if it’s someone outside subject, you put a summary of your page content your team so that they can check for jargon) at the top. This should contain key words on your n Use the readability check in Microsoft Word. subject, ideally close to the start of the paragraph It’s not perfect, but is a fair gauge of how as this is what search engines will pick up first. readable your document is. Word uses two Think about what the most important thing you methods to give you a readability score. Word want to say and put it at the very top. People uses two methods to give you a readability skimming the page will then be able to get the key score. Aim for a score of approximately information quickly. 60 to 70 on the reading ease score and approximately 7.0 to 8.0 on the Flesch-Kincaid Plain language and accessibility grade level score. Word also tells you the It is important that all the Council’s web pages are percentage of your sentences that are passive. accessible to everyone. They must be written in If 25% or more of your sentences are passive, plain English and easy to navigate. Not only is this you should try to reduce this to 10% or less. sensible from a business point of view, it is also Branding – getting our corporate style right! necessary under the Disability Discrimination Act, where the Council must be able to show that it has The CMS has a set format for most pages that made “reasonable adjustments” to meet the needs cannot be altered by authors. This is to ensure of people of varying levels of ability. consistency and to make sure that users find it easy to navigate around the site. Please refer Some of the people accessing our site will have to the Corporate identity guidelines in this toolkit visual, auditory, cognitive or motor disabilities. For for further advice about branding. It is essential this reason, we provide screen reading software that this is followed online and in all printed (called Browsealoud) and people can also increase publications. or decrease the font size to improve readability. We check our website against Web Content Microsites... Accessibility Guidelines produced by the World Wide Web Consortium and take advice from the Microsites should not be commissioned without RNIB’s web access centre. We also adhere to first seeking advice from the web editor and current technical standards. the Client ICT team. This is because they sit outside the CMS and can be difficult to maintain More information about accessibility and usability and expensive to update. There may also be can be obtained from the communications and issues with accessibility and data protection. marketing team. In general, please ensure you The communications and marketing team does write in plain, concise language. Advice on plain not have editorial control over microsites, but language and a plain language dictionary starts on those that have not been authorised by both the page 14 of this booklet. communications and marketing team and Client ICT will be removed. Sites not meeting corporate standards will also be taken down and sent back to the owner for revision. Style guide for The Shuttle and other corporate publications 11

...and leaflets lift images from other websites as this may be a breach of the law. If you are unsure, contact the If you are producing leaflets or booklets, in most communications and marketing team for advice cases it is not necessary to create a separate microsite to replicate the printed version of the n Always check with the communications and product. People do not read leaflets online in the marketing team before using images to illustrate same way that they read printed publications and a controversial story, or when considering using it is not acceptable to simply replicate the printed a brand image (such as Burberry check) in an version online. Wherever possible, development image. should be considered inside the CMS unless the n You must only save images to the CMS if you system cannot provide what you need and/or have the permission to use them and if you development would be too expensive. Leaflets have written permission from anyone in the up to around 12 pages long can be added within actual shot. See the section on trademarks in the CMS. Complex and statutory documents may this Style Guide. be added as PDFs in consultation with the web n editor, provided there is a text summary within the All images must be saved with a meaningful CMS explaining the content and relevance of the name (e.g. town hall.jpeg is better than thall04) document. n If your image is aligned left the screen reader will read the image before it reads the Where the communications and marketing team text. Please bear this in mind when adding and Client ICT agree that a microsite can go content and make sure the alt tag is adapted ahead this needs to be registered as a request accordingly. for change with the Client ICT team before purchasing a solution as it is critical that all Adding tables solutions comply with ICT standards and strategy. It Tables are a good way of presenting complex is essential that the look and feel of it mirrors information in an easy to understand the Council’s site exactly, so that users maintain format. They can also add interest and colour to consistency when navigating between the two your pages. They should be used for any listings sites. Not only does this improve accessibility, it that run to five separate entries or more. Please also reinforces the Council’s brand which can help ensure that you use black text on a light tinted to improve overall satisfaction with Council services. background. If you are listing events, please The communications and marketing team must make sure that you include a brief description sign off all microsites before they are linked to the of the event, date, time, venue and contact site. details. Content must not be allowed to get out Using pictures of date, so please make sure you either schedule its removal, or issue yourself with a reminder that Pictures can enhance the look and feel of the the information needs revising. This can be done Council’s site and can be a useful shorthand to under scheduled events in the CMS. help get your message across. Pictures used on the Council’s website should be lower resolution Adding links than those used for print. This is to ensure pages Links are an easy way of leading your audience can be uploaded quickly. In general, pictures to other relevant information either within the should be reduced in size before being entered Council’s site or outside it. Although they are as media files within the CMS. Every picture useful, they should only be used where absolutely is different, so there are no hard and fast rules necessary. This is because: here, but we should be aiming to retain a decent online picture quality without compromising n they can distract from the flow of text the page loading times. Please also follow the n people get easily side tracked and may use the guidance below: link without reading the rest of our page n Where possible, try to use one good quality n they look unattractive image per page n screen readers may not put them into context n Make sure that every picture has a description n maintaining links is time consuming. as well as a meaningful name. The description is called an “alt tag”. It is seen when the user Links can be added either as “relations” or within rolls the cursor over the image. For visually the text. Unless it is unavoidable, it is preferable impaired users, it is what the read aloud to add them as relations. These appear either at software will read the bottom of the document, or on the right hand navigation. Where possible, try to give links a n Always use images that are either copyright sensible name and not simply the URL that they free, or that we have permission to use. Never take people to. 12 Blackburn with Darwen Borough Council

Adding PDFs Aliases PDFs should not be added to the site unless they Within the CMS it is possible to create aliases. contain information that is too complex to upload These are short memorable URLs that help people as text or where there is a legal requirement to to find your pages quickly (e.g. www.blackburn.gov. have a copy of the printed document available uk/jobs). online. This is because PDFs slow the site down and in general, pages with PDF’s added do not The communications and marketing team is meet accessibility criteria. They also cannot be responsible for creating aliases, but departments read by screen reading software. are responsible for updating and maintaining them. You should always check with the communications Aliases can only be linked to pages within the CMS and marketing team before adding PDFs. and cannot be linked to microsites. They can be created easily and are recommended for use on As a general rule, leaflets and brochures with less leaflets, in marketing campaigns etc. To create an than 12 pages should be added as text. Those alias, you will need to provide the URL or document above that size may be added as a PDF where number that you want to link to and a suggested appropriate. It is possible to extract text from alias. This should be short and memorable. www. a PDF, revise it for online use and paste it into blackburn.gov.uk/schools is better than www. the CMS. Please ask the communications and blackburn.gov.uk/educationalestablishments for marketing team for further advice. Please note example. that there is a 4MB limit on PDFs and those above that size cannot be added. Front page The communications and marketing team Navigation controls the home page. Only items of corporate The Council adheres to national guidance on significance will be added. Generally, items on navigation and in general, high level navigation the home page should be those with the most cannot be altered. Doing so affects accessibility significance to members of the public and which and may affect future funding available for web readers will want to find quickly. development. Any changes to navigation must first be agreed with the communications and marketing Please send any ideas for the home page to team. For further information about navigation [email protected] structures, please see www.esd.org.uk Links from the homepage will only be added where there is a sound business case for doing so. Normally this will be based on the amount of traffic to your pages. Style guide for The Shuttle and other corporate publications 13

Power point A corporate PowerPoint template is available. RAJAR is good indicator of how well a station is Where possible, this should be used for all performing and will give you top line audience data PowerPoint presentations - internal and external. for each station, including market share and the PowerPoint has its uses but is not always the best number of hours that people listen for. Up to date way to do a presentation. You can often get more information is released quarterly. You can access audience involvement and be more memorable by this data by looking at www.rajar.co.uk. Individual inviting audience participation and trying something stations receive a further hour by hour breakdown more innovative. and you should ask to see this before purchasing airtime. They are not obliged to give it to you, When using PowerPoint, don’t forget the rules in but it can be a useful bartering tool and may well this toolkit about plain language, using white space give you the opportunity to negotiate a significant and corporate branding. discount. Before buying, you should also find out the total survey area (TSA) for the station, so you Radio advertising are clear about the area that it targets. Radio advertising is a great way to target a large Corporately, the communications and marketing number of listeners at once, but will only work if team has a rolling discount package with the you have targeted your audience effectively by main commercial station in Blackburn, 107 The buying a sufficient number of slots in the part of Bee, which goes up to 40%. If you are planning the day that suits your needs. In general, breakfast to advertise with the Bee, it is essential that and drive time are the most listened to shows on you inform the communications and marketing radio and although buying in these time slots is team so that they can keep track of the Council’s more expensive, it will ultimately give you better corporate spend and use this to negotiate an value for money. Radio advertising works on the increased discount when the agreement comes basis of how frequently and how recently people to be reviewed. Please also make sure that you have heard the message. It needs to be targeted measure the success of your advertising – there’s effectively to ensure that you get best value for no point spending the money if you don’t know money. Please ask the communications and whether it’s working! marketing team for further advice. All radio adverts should be aimed at the listener The majority of commercial radio stations, plus and need to be cleared by the communications the BBC all subscribe to an independent industry and marketing team before they go on air. In standard audience measure called RAJAR. general, they should not promote departments, just the services or events that the Council offers. 14 Blackburn with Darwen Borough Council

Keeping it simple - a guide to plain n Be active and lively - for example: “We language cannot send the document” rather than “The document cannot be sent by us”. The Council has a duty to communicate with all our n Put the “doer” early in the sentence - for citizens and we pride ourselves on having open and example: “The committee decided” rather than accessible communications. “It was decided by the committee”. Yet many of the documents we produce are written or n Use “I”, “we”, “you” as this makes the designed in ways which would be hard for people to document more human and personal. understand. n Use clear instructions so that readers The aim of this guide is to help Council officers understand what they have to do…”Please fill in communicate better with local people. The guidelines the form and return it to us” rather than “Forms have been produced to help you write clearly and should be completed and returned to…” make your writing easy to understand. n Help the reader by using headings, lists and Plain language is one of the most useful improvements clear numbering. we can make to our services. It can: n Cut out unnecessary words and phrases - for n stop misunderstanding and confusion example: “To find out more, contact (01254) xxxxxx” rather than “If you want to find out more n reduce complaints about this initiative then please do not hesitate n save time and money. to contact the gobbledygook and confusion team at the town hall on (01254) xxxxxx. Documents written in plain language should be: Before you start n well-organised, clear and simple First - think about who you are writing for. n clearly laid out and designed and Remember that tabloid newspapers aim for a n free of jargon. reading age of around 10 years. Your writing should be aimed at a similar level. Write for your audience Plain language does not mean that everything has n Decide what you want to say and what action to be expressed in words of one or two syllables. you want your reader to take It is about writing something which is appropriate n Think about what the audience already knows. to your audience - whoever that is. This guide is Are you trying to inform them or to persuade aimed at Council officers who: them? n write committee reports and letters n Collect all the information your reader will need n write marketing, information or publicity n Think about instructions you have been given. materials. For example, should the report have to be on one side of A4 only? The plain language code Bearing all these in mind, choose the best way of n Use everyday English which is easy to getting the information to your reader. This could understand. be by letter, leaflet, or poster. It could be a story or n Be concise and to the point. advert in The Shuttle or the Neighbourhood News newsletters. n Avoid technical terms and jargon unless they are essential. Unless you have a tight deadline, you should use n Explain technical terms if they have been used. scheduled Council publications like The Shuttle or Neighbourhood News newsletters, rather than trying n Use correct grammar and punctuation. to launch your own newsletter. Remember also that n Have an average sentence length of 15 - 20 there is a corporate style for service information words. Sentences of over 30 words should be leaflets. (Read the section in this toolkit for further re-written. information). n Normally contain only one idea in each sentence. Style guide for The Shuttle and other corporate publications 15

Structure Avoid waffle. Be concise - for example: Organise your information so that if flows in a n a large proportion many logical order and doesn’t confuse the reader. n at an early date soon The reason for your writing should be clear to n call a halt stop the reader early on. Your first paragraph should n was of the opinion believed summarise the key points. Think of the story as an inverted triangle. n in the vicinity near See the plain language dictionary in this booklet for other examples. Summary with the main points of the story Use short sentences. A sentence should contain Next most important one idea. Generally speaking sentences should be information 15 - 20 words. Sentences of over 30 words should be re-written Less vital info A paragraph is a group of sentences which contain a common theme. Try to keep paragraphs to two or three sentences. Remember that people generally haven’t been Only use capital letters whether they are really seeking this information - you are making contact needed. Use capitals for the name of a person with them. Unless you grab their attention quickly or a place. Also use them for the name of an they won’t read on. Normally, people only spend organisation where you are writing the name of the two to three minutes reading something unless organisation in full. Overuse of capitals can make they actively want the information. your writing difficult to read. Names of council departments or teams or job titles never take capital Use headings to break up the text and add interest letters when written as part of sentences. if a section contains a lot of information Never assume the gender of you reader. Use “they” Use lists - or bullet points - to help you present or include both genders. complex information. Checking Style Always check your writing to see if it makes sense Remember who you are writing for. Use language and meets your aims and the needs of readers. It’s your readers will understand. Always write for the a good idea to read your writing aloud to make sure least knowledgeable person in your audience. it sounds like everyday speech. It also helps you Write to your reader as an individual (imagine spot sentences which are too long. that you are talking to your reader in person). Use Check for spelling mistakes. Never trust spell “you” instead of “the applicant”. Avoid “waffle” checker - although it’s useful to highlight some such as: “I will arrange a meeting between myself errors it is never completely reliable. and yourself” . Instead say: ”We can arrange a meeting” or “I will meet you”. Make sure telephone numbers or figures in your writing are correct. Phone numbers are written Don’t use a long or difficult word where a shorter (01254) 585480 (with brackets around the code). one will do. For example: n utilise use If possible, test your writing on intended readers or other people in the office. n endeavour try Re-read and revise your writing until you are sure it n purchase buy will be understood. n with regard to about Be wary of “cutting and pasting” from other n remittance payment documents. This is often how errors creep in. n dwelling home or house Always double check information. Do not use jargon. If you have to use a technical term then explain it. See the plain language dictionary overleaf. 16 Blackburn with Darwen Borough Council

Meaningless phrases Working in councils means that we have probably people feel that their council offers them a better spent years listening to certain phrases which service if that council communicates well. Writing become normal to us but which are meaningless to and design has a vital part to play in how people other people. Avoid using phrases in the list below. view the Council. They are patronising, old fashioned, annoy readers and give a poor impression of the writer. Detailed guidelines about the Council’s corporate style are in this toolkit. All Council publications Avoid Use instead must be clearly branded and follow the Council’s corporate style. I am in receipt of I received Here is a simple checklist for the most basic design In addition to the above as well as rules: Contact the undersigned contact me n Council documents printed for the public should With respect to be in the Franklin family of fonts. about /in relation to/regarding n Word-processed documents may be in Arial if Franklin is not available on your PC. There are scores of such phrases and it would n Do not use capitals for whole words or be impossible to list them all. As a rule of thumb, sentences. Do not underline. Instead try bold think “Would I speak to my family like this?” If the text or larger type sizes. answer is no then don’t write like this. See the plain language dictionary overleaf. n Use a justified left-hand margin. n Use unjustified right-hand margins. Tautology n Apart from headings in certain documents, do Another form of meaningless words. It’s using two not centre text. (or more) words where one will do. Some examples of where you should only use one of the words are n Do not use glossy or semi-transparent paper. given below: n Use white or very pale paper with black or dark inks. n free gift n Avoid using white writing on a dark background. n new innovation n If you use more then one colour, make sure the n past history contrast between them is good. n vast majority n Do not over use colour or design. n repeated again n Do not print text over designs, photographs or n at this moment in time illustrations. n brief moment Most designers will already know these basic rules n prior experience and those most frequently used by the Council will have had copies of the Communications toolkit. n added bonus Designers have been told that they must follow n revert back these guidelines. However, sometimes they let their creativity run away with them and design n future prospects/plans publications which look fantastic but do not meet n join together our standards for accessibility. This is why all Again there are many more… try to avoid them. documents printed for the general public must See the plain language dictionary on the facing be cleared by the communications and marketing page. team before going to print. You must build in time to allow us to do this. Design For further information, contact the The design of your document is important and communications and marketing team. can make the difference whether people will pick it up and start reading in the first place. See also the section on commissioning art, design Documents which are badly designed with too and print in the corporate guidelines section of this much information crammed into too small a space toolkit. are rarely read. Research has also shown that local Designers should note the section on house style, see page 28 and following in this booklet. Style guide for The Shuttle and other corporate publications 17

Plain language dictionary approximate about, roughly, say ascertain find out Words to avoid Some alternatives assist, assistance help or use less often at an early date soon A attempt try able to can attend come to, go to absence of no, none authorise allow, let, may accede to grant, allow, agree authority right, power accommodate try to help, reflect, fit B accommodation where you live, home backdate from accompanying with balance outstanding amount owed accomplish do behalf – on behalf of for in accordance with because, agrees, follows belated late accordingly so beneficial helpful, useful according to our records our records show C accurate correct, right calculate work out, decide achieve do case – in case of if acknowledge thank you cease finish, stop, end acquaint yourself find out Christian name first name acquire buy, get person claiming, or you (if the claimant actioned done, carried out letter is to the claimant) additional extra, more clarification explanation adequate enough total of your and your partner’s combined income adjacent next to income adjustments changes commence start, begin administer manage commensurate equal to admissible allowed compared with than admitted to …hospital went into … hospital competent able advance – in advance of early, early payment complete fill in advantageous useful, helpful comply keep to, follow advise tell component part affected changed comprise form, make up a large number of many, most compulsory must albeit even if conceal hide aligned lined up, in line concerning about, on alleviate ease, reduce conclusion end allocate give, divide, share concur agree allowable expense expense we allow condition rule alter change in conjunction with with, and alternative choice, other in connection with about alternatively or as a consequence of because annually, on an annual consecutive days days in a row yearly, each year basis consent agree to anticipate expect in consequence because of apparent clear, plain, obvious consequently so applicant, the you consider think, believe appreciable large, great consists of made up of apprise inform, tell constitute make up, form appropriate proper, right, suitable construct make, build appropriate to which applies to consult contact, talk to, meet, ask continue carry on, keep on continuous days days in a row 18 Blackburn with Darwen Borough Council

contrary to against doubt – if in any doubt if you are not sure contravenes goes against due to the fact that because, as convenient when you can duration time convert change dwelling, domicile home convey or convey to carry – or tell E correspond write, match earnings wages, money coming in corroboration evidence, proof, support eligible allowed, qualify creditor lender elect pick, choose cumulative add up, added up eligible for may get, entitled to customary usual, normal elucidate explain, make clear D emphasise stress date of onset date it began emoluments earnings, wages, money dealt with answered employment work decision decide empower allow, let decrease go down enable allow, let deduct take off enclosed inside, with, here is deem treat as, consider endeavour try defer put off, delay enquire ask deficiency lack of enquiry question delay – without delay straight away ensure make sure delete cross out entitlement right demonstrate show, prove envisage expect, imagine denote show equitable fair departure – departure equivalent equal, the same leave, date you left date erroneous wrong, false, by mistake despatch send establish show, find out designate appoint, choose estimate work out desire wish, want evaluate test, check despatch send event of – in the event of if despite although evident clear detach tear off evince show, display deteriorate get worse examine check determine decide, find out, work out exceptionally only when, in this case determining – in working out, when we work out excessive too many, too much determining exclude leave out detrimental harmful excluding apart from, other than diminish drop, lessen, reduce exclusively only disburse pay exempt from free from the date you came out of expedite hurry discharge date …hospital expeditiously as soon as possible, quickly disclose tell, show expenditure spending disconnect cut off expire run out, die discontinue stop, end extant current, in force discrete separate F dispose of get rid of fabricate make up disseminate spread facilitate help document papers factor reason dominant main failure to if you do not donate give feasible possible finalise complete, finish following after Style guide for The Shuttle and other corporate publications 19

for the duration of during, while in excess of more than for the purpose of to infirmity illness forfeit give up inform tell, let know about forward send infrequently not often forthwith now, at once initiate begin, start frequently often intimate say, hint fresh new in lieu of instead of furnish give in order to to furthermore then, also inquire ask G in receipt of get, have, receive gainful employment paid work in relation to about generate produce, give in respect of about, for gratuities tips inspect check, look at wages before tax and other interim temporary, meantime gross earnings amounts taken off, earnings issue give, send before deductions in the case of in, for grounds reason in the course of in, while, during guidance help in the event of if H in the near future soon henceforth from now on, from today in the neighbourhood of about, around, near hereafter from now on irrespective of whether or not, even if hereby now (or leave out altogether) issue give herein here J jeopardise risk herewith now, with this, enclosed L heretofore until now legislation law hitherto until now, before liable – you are liable to have to, you must hold in abeyance wait, postpone liability – you have a however but by law you must liability to I locality place, area identical same locate find immediately at once because you don’t have much impart give, pass on, tell low income grounds money coming in implement do, carry out M in accordance with as, under magnitude size in addition to also maintained kept in as much because maintenance upkeep in case of if make an application apply in connection with for, about make a claim claim in conjunction with and, with make a payment pay in consequence because, as a result manner in which you how you, the way you inadequate not enough, poor manufacture make inappropriate wrong, not right, unsuitable mandatory must incapable of unable to, can’t, cannot material relevant incapacitated ill, sick, unfit marginal small, slight increment increase, step, pay rise means – by means of by incurred owe, have to pay members councillors independent of not part of members of the public people, residents, the public indicate show miscellaneous other, mixed, various anyone, someone, you, an individual modify change employee 20 Blackburn with Darwen Borough Council

N peruse read, look at necessitate have to, need place of residence home, where you live negligent careless portion part nevertheless but, however possess have, own none the less even so, however, yet practically almost, nearly notify tell, let us know preceding week week before notwithstanding even if, despite, still, yet predominant main numerous many prescribed set, fixed O present – at present now object to don’t agree with preserve keep previous – previous letter last time I wrote objective aim, goal principal main obligation to you must prior to before proceed go ahead, start observe see procure get, obtain obsolete old, out-of-date prohibit ban, stop obtain get, receive prolonged long, for a long time promptly quickly, at once occasioned by caused by promulgate make known occupation job proportion part, share occur happen provide give provided that if, as long as offeror seller provisional for now offeree customer provisions rules, terms office –contact this office us, we – contact us proximity near officer employee purchase buy offset against we will take away from purport claim on behalf of for pursuant under on the grounds that because Q operate work, run opportunity chance qualifying conditions conditions you must meet option choice quarterly four times a year ordinarily normally, usually R other than except receive get otherwise or reconsider think again outstanding unpaid reduce cut overall total, whole, together refund – verb pay back – we will pay back owing to the fact that because refund - noun the money we owe you P regarding about partially partly regret sorry participate take part in regulation rule particulars details, facts reimburse repay, pay back pending until relinquish give up per a, each remain stay per annum a year remainder the rest perform do remit send permissible allowed remittance money, payment permit let, allow remuneration pay, wages, salary persons people, anyone remunerative work paid work render send, make, give renew your claim claim again Style guide for The Shuttle and other corporate publications 21

report tell transmit send represents shows, stands for, is transpire happen request ask, question to date so far require need to the extent that if, when have a responsibility to must, should U reside live ultimately in the end residence home unable to cannot, or can’t unavailability lack of, absence response answer undertake do resume start again uniform same restriction limit unoccupied empty retain keep utilise, utilisation, usage use reverse back undertake agree review look again at V revised new, changed variation change retail offer shop or shops vendor seller retain keep verification proof revenue income, money coming in verify check, confirm reverse back of vicinity - in the near revise new, changed virtually almost S by virtue of the fact that because the –‘the document’ not ‘said said visualise see, predict document’ vocation job salary pay W same that whensoever when scrutinise read carefully, look at whereas but select choose whether if settlement payment wilfully deliberately shortly soon wish would like to significant important, major with a view to to solely only with effect from from specified amount amount or set amount quickly, or say when (insert state say, tell us, write down with minimum delay date) statutory legal, by law with reference to about stipulate state with regard to about, for subject to as long as, if with respect to about, for submit send, give withhold stop, refuse, hold back subsequently later wholly all, completely, fully subsequent to after Y substantial large, great, a lot of You are requested please sufficient enough supplementary extra, more This is not a complete list - surname family name keep checking your own writing! suspend stop for the time being T terminate stop, end, finish thereafter then, after for this reason or because of therefore this therewith with that thus so to date so far 22 Blackburn with Darwen Borough Council

A - Z Barnardo’s – Note the second ‘r’ which is often missed out This is a general, though not exhaustive guide. Basically, use common sense, consistency, avoid Barclays Bank - no apostrophe Americanisms - and don’t trust the spellchecker! bartender - one word A bdirect - as shown. The “w” only appears in the logo benefited, benefiting - one t A666 - no full point in road numbers, write as shown bestseller A-level between is between two. If more than two it becomes AS-level among abbreviations, see general notes Bible, The about - not some or around (when expressing Bill - capped up in parliamentary terms quantities) bird’s-eye view accommodate Border - capped up only when referring to the Border act (parliamentary) l/c except when citing the full region between England and Scotland or England and name: the Police and Criminal Evidence Act; the police Wales act Boxing Day addresses thus: Market Street, unabbreviated. Numbers are generally omitted; when they must be Boy Scouts - use Scouts given, use no comma The Boys’ Brigade - also the BB (not BBs) adrenaline brackets - use sparingly. Generally only in lists and adviser, advisory for caption numbers, also around codes in phone numbers affect - to influence; effect - to cause or achieve BT - British Telecom changed its name to BT Aids - not AIDS bureaux - not bureaus ageing bylaw, bypass, byroad; but by-election, all right - never alright by-product alternative - this is one of two, not one of three, four, five or more (these would be options) C amid - not amidst cable TV - lower case ‘c’ among - not amongst. It’s also worth a noting Caesarean - upper case; -ean, not –ian that “between” is between two. If more than two it canvas - heavy material; canvass - noun or verb to becomes among survey opinion ampersands (&) should only be used when they are carcass part of a company’s name - eg Marks & Spencer car park - two words anaesthetic Catholic - cap the all religious denominations anticlimax - one word centring archeologist - not archae- chair – not chairperson , chairman or chair woman. autumn – lower case, as with all seasons You can also say that so and so chaired the meeting. B No cap and the same goes for vice chair. championship – l/c balloted Chancellor of the Exchequer banknote - one word Christian - (noun and adjective), Christianity Bank Holiday – u/c Christmas Day Baptist - cap when referring to religion, “He is a Baptist” chronic - means long-lasting. It does not mean serious bar - (for legal profession and in Commons), l/c; let context make it clear civil service barbecue commence/commencement – avoid. Use begin/ beginning or start Style guide for The Shuttle and other corporate publications 23 commitment - only one ‘t’; committal – dispatch - not despatch double ‘t’ dissociate - not disassociate common sense - (noun), but commonsense, Diwali - Hindu festival of lights (followed by Hindu new commonsensical (adj) year) compare to - when likenesses are the point; compare DIY - no hyphens with for differences do’s and don’ts complement goes well with – compliment is saying something nice dyeing - as in changing colour comprises of – avoid E consensus - not concensus earnt - no, use earned Conservative Party earring - one word constable - small “c”, also l/c for all police ranks e.g. EEC - use EC detective constable, chief superintendent. The ONLY exception to this is when the title forms an integral Eid - Muslim festival part eg “Chief Superintendent Dave Mallaby.” Ranks eg - abbreviation of for example. No points as in eg. can be abbreviated, when appropriate, to DC, DI (This will come up as an error in spell check but it and so on, but NEVER det. con, chief super. When looks much neater.) referring generally to “the police” it should be l/c. embarrass Caps used only when name of the area the police serve is mentioned too as in Lancashire Police or English – This takes a capital (as would French, Lancashire Constabulary. Esperanto or Swahili) because it is a language. When referring to school subjects, eg key stage subjects, it continent - l/c except when referring to the Continent would be “English, maths and science,” not “English, of Europe, Asia, Africa, America etc Maths and Science.” convener - not convenor enormity - is enormously misused; its primary co-operative, co-ordinate etc meaning is dreadful wickedness. So “the enormity of Council Tax - caps his crimes” is fine but “the enormity of the problem” is not. Use size or scale when that is what is meant “Council-ese” - Watch what you write. Don’t let phrases and abbreviations familiar to you but not the ensure - to make certain, insure against risk, assure wider public slip into your stories. Keep it simple. life crackdown - one word etc - avoid cup-tie - lower case except in specific title e.g. FA euro - small e, but Eurozone Cup-Tie European Community - cap to avoid confusion D European Parliament evacuate - buildings are evacuated, people are led to Dates - see general notes safety de-luxe exclamation marks - use sparingly and only ever one debatable at a time. decades - When abbreviated, decades eg 60s, have ex-serviceman, ex-wife, but former mayor, former no apostrophe. Where appropriate (ie where it looks model better in copy) you could use Sixties.) defendant F desiccated Fahrenheit diarrhoea fairway differ from, different from; never different to farther - distance; further - additional disinterested - means impartial fewer - use in terms of numbers rather than less or objective; do not confuse with uninterested which refers to size disk - in computer terms, otherwise disc figures - spell out under 10; 10 and upwards in figures Disneyland (California), Disney World (Florida), Euro Disney (France) fingerprint first ever - no; say first 24 Blackburn with Darwen Borough Council

First World War - rather than World War 1 info - as in information. Never in stories, occasionally focused in headings folk - not folks; note apostrophe in old folk’s home Inland Revenue fulfil, fulfilling, fulfilment inquire, inquiry - not enquire or enquiry, latter more old fashioned full-time - hyphenated instil, instilled G interesting - avoid as an adjective in copy; let the GCSE reader decide General Election into - one word, but note “on to” Gita, The - Hindu holy book Isa - Individual Savings Account; various types goodbye, good morning, good night its - possessive; it’s - short for it is Government - upper case when referring to the -ise, -isation - with an ‘s’ not ‘z’ which is Government of the day, otherwise lower case Americanised grandchild, grandad, grandma, granddaughter - note J 2 d’s in granddaughter jibe - not gibe grassroots John O’Groats Green Party judgment - no ‘e’ after the ‘g’ greenbelt - one word K H keyhole half-hearted kids - acceptable, but don’t overuse half-hour - but half an hour Koran - The Muslim holy book, also known as The half-past Quran and The Koran Sharif half-price Kosovan - person from Kosovo half-time – hyphenated L halfway - one word L-plates hat-trick labelled head teacher Labour - capped up for the political party, never call hiccup - not hiccough the party the ‘New Labour’ Party high street - only capped up when referring to a Land’s End street of that name landowner hi-tech Latter-day Saints - use Mormons Holi - Hindu festival of colours lay-by Hoover - trademarked; use vacuum cleaner - beware of other trademarked words like Jeep and Jacuzzi. If in lbw - in cricket terms doubt, ask. left - the (political), l/c House - of Commons and Lords lent - rather than loaned. Capped for the Christian hyphens - see general notes season Lent – Christian season before Easter I level-crossing ice-cream liaise ill-health Liberal - upper case for the political party, e.g. Liberal income tax Democrats but do not confuse with expressions such infer - do not confuse with imply; to infer is to draw as “liberal views.” Note: In addition to the Liberal a conclusion from a suggestion; to imply is to do the Democrats there is still a small Liberal Party. suggesting licence - noun; license - verb; licensee - publican lightning - in weather terms; lightening - getting lighter Style guide for The Shuttle and other corporate publications 25 like - do not misuse for “such as.” Equally, do not Opposition - the leading minority party in Parliament misuse “such as” when a comparison is the point and on the Council literally - means actually happened. So an expression Ordnance Survey such as “the heavens literally opened” cannot be outpatient - one word correct overall - one word - but use sparingly Lord’s - the cricket ground, note the apostrophe override - one word M P major - avoid using when big or main will suffice Parliament - but parliamentary Mass - capped up for Roman Catholic service pigeon-holed Maulana - Muslim priest plc - all lower case, no full points when used after McDonald’s company names medieval - no middle “a” point-blank midday - acceptable, but noon is preferable. Never Portakabin - trade name, use portable building 12 noon post-code midnight - never 12 midnight pothole - one word Minister - as in Cabinet Minister, but minister in religious terms practice - noun, practise - verb more than - use in preference to “over” in matters of president - l/c, except in front of name quantity principal - head of a college. Leading actor or MPs - plural of MP, no apostrophe adjective; principle – noun meaning fundamental truth M-way - abbreviation acceptable only in headlines provided that - not providing that when it must carry a capital M Publications N Publications, produced by the Council should be printed in italics eg The Shuttle, Neighbourhood nearby News, Team Talk. Council (or LSP) strategies such as nearside the Community safety strategy, Town centre strategy should be italicised but not take initial caps except nerve-racking where grammatically correct eg at the start of a nevertheless, none the less - first one word, second sentence or in a list. three words A corporate look for mastheads of Council publications is available and should be used for regular newlyweds - one word publications. new year - New Year’s Day Pujari – Hindu priest no-one Q north west - no caps, no hyphen unless in a title eg Government Office North West questionnaire Numbers: See general rules in style book. Note: queuing, queued Always round numbers up or down to nearest half. quickfire Never say 27.9 (use 28 instead) or £147.2m (say quotes – see general notes £147m) R 0 racecourse, racehorse – one word occur, occurred racism – do not mention a person’s colour or country offside of birth unless it is relevant to the story old-age pensioner Radio 1/2/3/4/Radio Five Live old folk’s home Ramadan – Muslim month of fasting Ombudsman - capped up when referring to British real estate - use property title re-count - to count again; recount – to relate or tell of on to - not onto refer - also referring (noun), referable (adj) 26 Blackburn with Darwen Borough Council

referendum - plural referendums can be attributed to a chief officer. See the PR Register office - not registry office. Registrar protocols in the Corporate guidelines booklet for further information. Reverend - shorten to Rev. with full stop spring - l/c as with all seasons right - the (political), the right wing, right-wing contenders, rightwingers storey - of a building Romania subaqua Roman Catholic suing Royal British Legion - shortens to British legion or summer - l/c as with all seasons the legion summoned - not summonsed Royal Lancashire Show - for first mention in a story. Sunday school The Lancs Show and Royal Lancs Show are acceptable swap - not swop further down stories Rugby Football League / Rugby Football Union T - caps for the governing bodies, but rugby league (I/c) T-shirt and rugby union for the sports themselves take-away S takeover Safeway - not Safeways target, targeting, targeted Sainsbury’s – the company name is J. Sainsbury Tannoy - trademarked; avoid. Use public address system Scot - a native of Scotland; adjective is Scottish, not Scotch which is a drink taxpayer - basic-rate taxpayer, higher-rate taxpayer seasons - all lower case: spring, summer, autumn, tax year - from April 6 to April 5 the next year winter, except where grammar demands a cap tel:- acceptable abbreviation before telephone numbers. Note colon seatbelt telephone numbers - do not hyphenate eg (01254) Second World War - rather than World War 2 585585 is acceptable. 01254-585585 is not. Codes sewage - waste matter; sewerage - is the disposal are not necessary unless they are out of the 01254 system; the channels in which it is collected. area. Use brackets around codes. Shakespearian - not -ean terrace house - not terraced house, unless you mean shopkeeper - one word a house with its own terraces shoplifting - one word Tesco - not Tescos thalidomide - lower case show business - but showbiz that - is overused. 90% of times it is not needed - showjumping - one word always think before using sit-in Third World skiing - one word threshold smart alec, l/c time - When writing times keep it simple eg 2pm, not Socialist Alliance 2.00p.m., likewise 9.30am, noon Socialist Labour Party today, tomorrow, tonight south - the, l/c except in stories about divided Ireland toddler - only applies to babies who have just started and the American South walking, up to the age of about two and a half spelt top - avoid overuse of this word eg “a top councillor,” “a top union official.” “A councillor,” “a union official” spokesmen – “A spokesman for British Rail said this is sufficient week...” should be “BR said this week...”. Note: The tow-path Council always (except in exceptional circumstances, agreed beforehand with corporate PR) attributes towards - not toward quotes to named individuals. These should preferably trade names - (eg Hoover, Jeep), avoid unless you be executive members. If time is short, the statement KNOW the car was a Jeep etc trade union, but Trades Union Congress – the plural of trade union is trades unions transatlantic Style guide for The Shuttle and other corporate publications 27 turnround wry, wrily TV - use sparingly, except in headlines. Telly is NOT acceptable X Xerox - trademarked; avoid. U x-ray - l/c under way - two words Xmas - Christmas is preferable, even in headings unmistakeable - note middle “e” unshakeable - note middle “e” Y up to date - no hyphens as in “the files are up to yearbook - one word date” but hyphens included when used as an adjective yoghurt as in “up-to-date methods” up to - NEVER upto Z utilise - avoid. Use use Z – Set your spell-checker on English spelling to avoid ‘surprizes’! V zebra crossing vaccinate zigzag vacillate Zimmer frame – trademarked Vat - value added tax versus - shorten to vs, not v Blackburn with Darwen place names very - a word to be avoided In alphabetical order – note any unusual spellings veterinary surgeon Audley vice-president, vice-chairman, etc Bastwell videotape Beardwood vocal cords - not chords Corporation Park Earcroft W Ewood watchdog Higher Croft wavelength Lammack website - Note: Always quote our website address Little Harwood when it is mentioned in a story Livesey weekend, weekday - one word Marsh House wheelie bins Meadowhead whisky - Scottish; whiskey - Irish Mill Hill Whit Monday, Whitsuntide Pleasington whiz-kid Queens Park Roe Lee wholehearted Shadsworth whooping cough Shear Brow whose - belonging to; who’s - who is Sudell wicketkeeper Sunnyhurst Wimpey - the builder; Wimpy - the fast food chain Tockholes winter - l/c as with all seasons Turton withhold Wensley Fold within - increasingly over used. Try “in” instead Whitebirk workforce Whitehall working class - noun; working-class - adjective workingmen’s club worldwide - one word worthwhile - one word 28 Blackburn with Darwen Borough Council

House style for designers In addition to preferred writing styles as outlined in beyond the next election.) These should be on the the rest of this style book there are also accepted inside back page. Where there is space, the What’s fonts and point sizes, as well as other general on section should contain one or more pictures of styles, that must be adhered to in the design of forthcoming events. the paper. These fonts should also be used in other council publications including consultation, Special features will sometimes be commissioned marketing and information materials. This will and on occasion may reflect a particular branding help to give a strong corporate feel to council in their style – eg “Your Council - representing publications without compromising the creativity of you” or “The Youth Shuttle” These could therefore individual docmuents. be designed in a different way to the rest of the paper. Occasionally the paper may carry a focus There is also a corporate look for mastheads of feature with several stories on one subject, eg regular publications based on that of The Shuttle. crime. These will be in a 6pt box with a 1cm strap These include mastheads for Neighbourhood outlining the nature of the feature in Franklin Gothic News, Team Talk and Parliamentary Brief. The Heavy 18pt. Council has also developed a “suite” of service information leaflets, based on the advice in this Fonts guide. To support the corporate look of printed material the font you should use - and tell designers to use The Shuttle - is Franklin. This will allow creativity in design and The masthead is made up from Rotis Serif 56 Italic layout, while maintaining the corporate feel of a (The) and Franklin Gothic Condensed (Shuttle) document. fonts. Franklin Gothic, one of the most popular sans The front page of the paper will always have the serif types ever produced, was designed 1902. masthead a minimum of 50mm deep, including The subtle thick and thin pattern of the original the folio details in a green strap. Folio details design; the slightly enlarged x-height and are: Month and year (space) Your Council - your condensed proportions of this type result in greater community. economy of space and it is a standard choice for use in newspapers and advertising. Franklin The front page will also carry an “in this issue” Gothic Compressed is designed especially to panel (outlining the most important contents solve impossibly tight copy fitting problems, while inside) across the bottom. This should be 34mm maintaining high standards of legibility. deep and in the corporate green (pantone 341) colour. The panel will use the Franklin Gothic font The Franklin family of fonts is a typographers mentioned below and will usually have at least two dream and very professional, with its large x- pictures. height it is very easy to read even in very small font sizes. Despite being around for a century, it The bottom of each page will carry advertising is still a very popular font. Simple and balanced it straplines for the council’s website, crimestoppers, manages to look contemporary and fresh despite voter registration, and any others to be determined its years. Some fonts do wear out very quickly by the communications and marketing team. leaving the documents they were used in looking These should have a background colour of either dated - Franklin has never been one of these fonts. the corporate green (pantone 341) or purple (pantone 273). Another advantage is its availability. Having been digitized for over 20 years, the font comes in a The back page is sport/leisure orientated and will variety of weights and styles. Light, roman, book, carry stories related to that theme. It will also medium, demi, condensed, compressed and contain contact information for the newspaper black are just a few members of this versatile font editorial team. family. It can also be found in a Type 1 format Every issue should carry the Useful numbers which is widely used on Macintosh computers as and What’s on sections. Both of these should well as True Type which is common on Windows be updated every issue, and the leader’s surgery computers. details – again updated each issue. (Note this will get smaller each time as we can’t publicise these Style guide for The Shuttle and other corporate publications 29

The Shuttle - technical information All body text 9pt Franklin Gothic book with leading Major features can boxed off with a 2pt border if 9.5pt. design allows, again this is usually black but can be coloured if design allows – e.g. a green border for Use 9pt Franklin Gothic medium and bold as text an environment special. contrast for panels, headers and footers. Crossheads are 10pt Franklin Gothic No.2 All intros for leads in 13pt Franklin Gothic book. Roman. Use sparingly. All other intros in standard size for the style - Pull quotes can be used to highlight positive i.e. 9pt Franklin Gothic book with leading 9.5pt or statements from the story text to add impact and Franklin Gothic medium and bold when contrasting fill space. text in panels, headers and footers. No indent on intros, indent all other paragraphs. Neighbourhood Newsletters - Page lead headlines in Franklin Gothic book font technical information 50pt – 80pt. All body text 9pt Franklin Gothic book with leading Front page lead is also in Franklin Gothic book 10pt. 90pt; all lead headings are sentence case. Use 9pt Franklin Gothic medium and demi as text Sub-heads in Franklin Gothic No.2 Roman – 18pt. contrast for panels, headers and footers. Second leads Franklin Gothic Book – 24pt – 36pt. All intros for leads in 9pt Franklin Gothic medium or demi. Other down page headlines are 24pt – 30pt Franklin Gothic Book. All other intros in standard size for the style - i.e. 9pt Franklin Gothic medium with leading 10pt or Nibs headings in Franklin Gothic No.2 Roman Franklin Gothic demi and bold when contrasting – 18pt. text in panels, headers and footers. Body type for nibs is Franklin Gothic Book 9pt. No indent on intros, indent all other paragraphs. Main leads and second leads should have three Page lead headlines in Franklin Gothic book font decks maximum. Single column stories down the 50pt – 80pt. side should have maximum 4 decks. Front page lead can have up to four decks maximum, i.e. four Front page lead is also in Franklin Gothic book single words like “High tech vote plan.” 90pt; all lead headings are sentence case. Reverse headlines (white on black - or wob) Sub-heads in Franklin Gothic demi – 14pt. acceptable where design dictates but not to be Second leads Franklin Gothic heavy – 18pt over used. – 36pt. Occasionally reverse colour wobs are acceptable, Other down page headlines are 24pt – 30pt but use sparingly. Franklin Gothic demi or heavy. Coloured panels can be used sparingly where Nibs headings in Franklin Gothic No.2 roman appropriate. – 15pt. Captions in Franklin Gothic Demi – 9pt with green Body type for nibs is Franklin Gothic book 9pt. square bullet preceding first word. No point at end of caption. Main leads and second leads should have three decks maximum. Single column stories down the Rules separating stories are 1pt. side should have maximum 4 decks. Front page All adverts to be ruled off with minimum 0.5pt lead can have up to four decks maximum, i.e. four rule. single words like “High tech vote plan.” Boxes round picture stories are 2pt max, usually Reverse headlines (white on black - or wob) black, but can be coloured if design allows. acceptable where design dictates but not to be over used. Occasionally reverse colour wobs are acceptable, but use sparingly. Coloured panels can be used sparingly where appropriate. 30 Blackburn with Darwen Borough Council

Captions in Franklin Gothic book – 8pt with green Sub headings 16pt Franklin Gothic demi with square bullet preceding first word. No point at end leading 19.2pt. Text colour is Pantone 273 for use of caption. as spot colour or C=100; M=94; Y=0; K=6 if used for process. Rules separating stories are 1pt. Pictures / Illustrations Provided the picture, All adverts to be ruled off with minimum 0.5pt photograph or illustration fits the space allowed rule. then there are no hard and fast rules about Boxes round picture stories are 2pt max, usually the subject matter or treatment of images. For black, but can be coloured if design allows. The example, you may use a single image or a montage use of light tinted backgrounds with no box rules is of photographs. Make sure that overall the images encouraged where layout permits. reflect the nature of the service promoted in the leaflet and the diversity of the borough. Major features can boxed off with a 2pt border if design allows, again this is usually black but can The illustration or picture occupies a space on the be coloured if design allows – e.g. a green border cover of the leaflet, under the title block as shown for an environment special. The use of light tinted below. backgrounds with no box rules is encouraged Leaflets can also be produced in A4 or trifold A5 where layout permits. 444mm x 210mm (folded to 148 x 148 x 148 x Crossheads are 10pt Franklin Gothic No.2 210mm) formats. When enlarged or reduced all Roman. Use sparingly. graphic elements must stay in proportion to the diagram below. Pull quotes can be used to highlight positive statements from the story text to add impact and Purple top bar 148 x 10mm fill space.

Borough Service information leaflets - Crest technical information Title Section 148 x 65mm Body text 11pt Franklin Gothic book with leading 13.2pt. Text to be left aligned, ragged. NB. Depending on audience, some leaflets will have body text increased to 14pt with leading 16pt. Indented text 11pt Franklin Gothic book with leading 13.2pt using 4mm indent and round bullets. Illustration area 148 x 105mm First, lead paragraph in 9pt Franklin Gothic book 16pt with leading 19.2pt. Cover heading 24pt - 46pt Franklin Gothic book. First, main heading 16pt - 24pt Franklin Gothic White space 148 x 10mm demi with automatic leading - this main head Green gradient bar 148 x 20mm appears only once on the inside of the front page. Style guide for The Shuttle and other corporate publications 31

Notes 32 Blackburn with Darwen Borough Council

Notes Notes produced by communications and marketing version 2 - June 2006