Editorial Charter: Content Guidelines

• CM com compilation date: 29/01/2025

Editorial Charter

• An editorial charter is a set of common rules for all content producers
• It specifies the line to follow for writing, guiding writers, affecting the substance and form of content
• It provides a guiding editorial line
• The purpose of the editorial charter is to harmonize content, preserve the identity of the broadcaster, build receiver loyalty through style, and serve as an effective referencing tool

Content of the Editorial Charter

• Defining the objectives involves finding a content angle and generating quality traffic by situating the content and helping users benefit from it, and promoting it

Target Audience

• It adapts content to the theme, domain, and subject
• It sets the overall tone and register (tu / vous) with appropriate vocabulary and lexicon

Content Variety

• It allows for diversity to broaden the target through infographics, articles, interviews, case studies, and also stipulates a rule concerning illustrations, including number, sources, format, and placement
• Source documents and Statistics provide reliability

Internal Communication

• Internal communication aims to inform, mobilize, and unite members of an organization
• It uses various means and supports to achieve effective information dissemination

Methods of Internal Communication

• Classic and written methods like information notes, mailings, displays, and intranet

External Communication

• External communication aims to promote an organization's image and actions to the public, partners, and media
• Examples include newsletters, press releases, and press kits

Objectives of Internal Communication

• Establishing connections between managers and employees, as well as among different services is vital component of effective communication
• Keeping collaborators informed efficiently
• Uniting and strengthening internal cohesion

Prioritization of Internal Communication

• Institutions prioritize external communication; internal communication is essential
• Lack of internal communication can weaken cohesion, harm efficiency, and reduce overall performance

Tools of Internal Communication

• Tools vary depending on the institution
• Visuals like posters and displays transmit important messages, and detailed reports come from meetings or advice
• Information notes are downward communications to inform without requiring a response
• Intranets are digital platforms facilitating access to information

Roles of Internal Communication

• Clearly and accessibly disseminate information
• Involve employees, making them active participants in the organization

Specific Objectives of Internal Communication

• Establishing common rules by drafting internal regulations that specify working hours, communication guidelines, and procedures
• Setting common goals by defining an annual plan with clear objectives
• Creating a sense of belonging through internal events like seminars, after-works, and celebrations to reinforce cohesion among organization members

Improving Employee Well-being

• Implementing rest areas, flexible schedules, or preventive actions to improve working conditions
• Communicating institutional values regularly through postings, internal newsletters, or speeches by leaders

Promoting Skills Sharing

• Offering internal training, collaborative work sessions, or exchanges between departments to improve each other's knowledge

External Communication Tools

• Even with the prevalence of digital channels, traditional communication is still relevant
• This includes tools are newsletters and email marketing
• Also included are publications on networks, internet sites, press tools such as press releases, press kits, articles, and interviews.

Information Note

• A downward communication tool for transmitting precise information without expecting a response
• Primarily used to announce or explain the implementation of decisions

Writing Information Notes

• Concise and synthetic document for a specific audience
• Clear and understandable message with a formal, concise style to ease decision-making
• Objective and factual, avoiding value judgments or personal opinions
• Clearly defined objective to structure logically and relevant information

Drafting Rules for Global Structure

• an introduction that presents the context and object of the note
• A development which specifies essential information and details the decision modalities
• A conclusion that recalls the instructions to follow and their application

Clarity and Precision in Style

• Objective should be explicit from the start with:
• A neutral and professional tone and impersonal wording like "It has been decided that..." and "We inform you that..."
• An adapted registry that adopts a formal and concise style, avoiding familiar or subjective language

Mistakes to Avoid

• Avoid defining a clear or precise objective, which could make the information confusing and unhelpful
• It is important to avoid straying from pure information by adding personal opinions

Formatting Tips

• The information note should be clear and fit on one page

Main Elements

• The sender should be the author or issuing service
• The recipient should be the concerned service or person
• Mention the service concerned and location, date of issue plus the notes object, and clearly announce the subject of the note

Formula Examples for an Information Note

• Introduction: We inform you that…, It has been decided that…, Hereby, we communicate to you…, Within the framework of [specify the context], we wish to inform you…
• Development: Here are the modalities to respect…, You will find below the details of…, It is important to note that…, To this effect, it is planned that…
• Conclusion: This decision will be effective as of [date]…, We thank you for taking the necessary measures…, We remain at your disposal for any further clarification…, Regards…, Sincerely,…

Newsletter Form

• Pathé newsletters have emojis, clickable links, and images of film posters in their layout
• Content structure follows storytelling with a focus on reader sentiment and product selection
• Content includes cinema-related material, encouraging cinema visits through contests and activities

The Adopt Newsletter

• The Adopt newsletter uses clickable links, eye-catching images, and descriptions with emojis in its make-up
• Its structure focuses on reader sentiment and offers personalized product selections
• It targets the audiences profile
• Content includes advertisements, new items, personalized selections, promotions, and exclusives

External Communication Tools

• External communication targets a wider audience

Press Release

• An official document intended for journalists and the media to disseminate important information about an organization, company, institution, or public figure

Particular Conditions for an Effective Press Release

• It includes information of high value with a pertinent topic worthy of interest
• Immediate topicality to communicate recent news or an upcoming event

Drafting Rules

• Clarity and conciseness, the message should be brief and to the point, focusing on a single main subject
• Accessible language that is simple, understandable, and unambiguous must be used
• Include facts, supporting the Information with figures, reliable sources, or visuals
• Neutrality and objectivity as well as impartial formulation

Formatting Rules

• It should feature a clear date, CDP mention, explicit headlines, recipient details, a hook phrase, with the text
• Be sure to add a clear source details and signature plus press contact information

Role of the Press Release

• Provides journalists with relevant, interesting information
• Highlights a precise subject that deserves attention in the media
• Facilitates their work by providing clear, factual, and usable elements for writing an article

Objectives of a good Press Release

• Being picked up and published in the media
• Encouraging further subject investigation, improving visibility, and creating a lasting relationship with the press

Press Release Structure

• Structured to answer five fundamental questions for journalists
• Who, what, where, when, and how

Clear Communication

• Keep to one page with each subject in a separate paragraph

Press Release IKEA Example

• The Ikea press release uses the logo, CDP reference, and date and is also free of a recipient details, utilizes illustrations plus an attention getter
• IKEA of Plaisir (78) is launching a new "Click and Roll" service
• The format should be structured in well-written with adapted imagery
• Current, accessible language as well as Inform about the launch of the new "Click and Roll" service

Press Kit

• A communication tool for journalists and media which gathers information about an organization, event, product, or personality to facilitate media coverage and should be structured, to attract attention and present key information about a company or institution

Information Types in a Press Kit

• Company structure, operational methods, and events such as calendars, programs, and budgets should all feature

Designing and Presenting the Press Kit

• Well-presented and easy to read to encourage buy-in from journalists
• High-quality graphic dimensions, Respect for corporate or institutional graphic standards
• Optimized legibility using number formats, impactful illustrations and visual elements
• A well ventilated page layout with particular attention to typeface

Recommended Structure for Press Kit

• The first page including name of business or event, logo and appealing visuals, Publication date, Catchy headline is highly recommended

• A summary as an opening to the sections to facilitate navigation

• Introduction and purpose, Objectives of the press folder, Key message to convey are imperative to get started

• Central articles and contents with presentation of company or event Stats, testimonials, case studies, Technical details and practical information

• The last of the four pages should be the contacts details linking to all the social media and supplementary information

• Dossiers should be attractively informative and impactful, and offer variable content

Content Customization

• Content can be tailored to the purpose of the file (company presentation, product, event)
• Add multimedia elements to improve the reading experience (links, videos, infographics)
• Personalization according to the target audience as well

Distinctions between a Press Kit and Press Release

• Press kit and press release are complementary communications for journalists and media, they have distinct objectives, formats, and usages

Press Kit Criteria

• Provides a global view of a company, event, product or institution. The purpose is to Announce precise and punctual information that focuses on a unique and immediate message, written as an article ready to be picked up and it serves to quickly capture attention

Composition of a Press Kit

• By directly addressing journalists, in adapting the tone and content to informational needs, there is a good chance of publication
• Avoid transforming the press kit into advertising copy or over-promote a product

L'Edito

• Is an article, expressing opinion, intended for the first page, of the journalist or editorial leader

Objectives in the Edito are

• To direct and present journal's ideological and religious positions
• Avoids personal opinions

Functions of the Edito are

• Serves as an introduction, motivating readers

Rules

• The Edito determines:
• The objective to inform, sensibilize, press home action in the target
• To direct the Edito, you must title the objectives to set the tone