The editorial charter is aimed at ensuring consistency in the editorial content of external communications.
Presented as a set of standards/rules to be followed when writing articles, it will enable our organisation to remain faithful to its “DNA” in its editorial communications.
The purpose of these rules is to support contributors by helping them to draft proposed articles.
The Communications team is available to answer any questions you may have and to support you in this regard.
#1 Why this communication on editorial policy, and why now?
Having a shared editorial policy allows us to align our messaging, be consistent and gain credibility. UIC can demonstrate its professionalism through its editorial policy. With the organisation’s increasing number of speaking engagements and communications, the need for a formal editorial policy has become apparent in 2020.
#2 What is an editorial policy?
The editorial policy conveys the organisation’s DNA and its positioning. As such, it helps to assert UIC’s identity and organisational culture. It is an essential reference guide for the production of editorial content.
The editorial policy must be applied.
#3 What is the purpose of our editorial policy?
Style, structure, language register, angle, tone, etc.: the editorial conventions outlined in this policy should ensure that UIC’s publications are homogenous. They also serve as a reference guide to support writers.
Our editorial policy will help us to communicate in a consistent manner on various media on topics relating to:
- Our mission, representing our purpose;
- Our vision, with objectives to be achieved;
- Our goals and values.
The editorial policy also has a direct impact on our corporate image. It is the cornerstone of an effective content marketing strategy, which must be based on three key elements:
- Unity: established by the charter, the guidelines are shared and applied by all stakeholders involved. Thus, everyone in the company speaks with one voice;
- Quality: this charter should enable the shared creation of a solid editorial strategy which will, in turn, allow us to create high-quality, engaging content;
- Organisational identity: in drawing up this charter, UIC is developing a concrete editorial identity, which must be recognisable and anchored in users’ minds.
#4 We must all act as ambassadors for our editorial policy
The commitment of each one of us is essential. We are counting on you to serve as producers and ambassadors of consistent content communicated by UIC.
This document provides a number of recommendations for effective drafting of content for websites, printed documents and social media.
The aim of this charter is to facilitate comprehension of the editorial production process, clarify the role of each contributor, and help them to more easily identify the conventions to be applied for the various types of contributions.
Objectives of UIC’s editorial communications
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Provide reliable, transparent information to our members on the strategic focus areas and progress achieved by our organisation;
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Assert UIC’s position as a technical platform of reference by means of relevant content that offers added value;
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Continue to raise UIC’s profile and improve its visibility, particularly on Internet search engines.
Communication topics
The topics discussed correspond to the overall areas of activity to which UIC contributes and can provide expertise: passenger, freight, sustainable development, safety, etc.
These general areas of activity include further activities characterised by greater technicality: stations, combined transport, energy, level crossing safety, etc.
Following this logic of topics/activities corresponding to the working structures that come together under the UIC umbrella, our organisation has the capacity to communicate on topics with high levels of expertise through these groups and projects.
Products and services
UIC communicates information on its products and services to all of its targets, from its members to the general public: IRSs (International Railway Solutions)/leaflets, publications, cooperation tools (UIC Extranet, UIC media library), eco-calculators (UIC EcoPassenger, UIC EcoTransit), etc.
UIC members’ news, hot topics, substantive issues
UIC can serve as a communications relay for its members.
UIC sometimes communicates on world events, on its activities/partnerships with other organisations, or on substantive issues involving several of its various areas of expertise.
Communicating on all of these topics helps to position UIC as a global railway organisation.
Common rules for publications
Language
Your contributions should be drafted directly in English wherever possible.
The version that appears in eNews will be in UK English. Cooperation between Communications and L&T ensures quality and linguistic consistency.
However, if you prefer to write in another language (for semantic accuracy, technical content, to use more precise vocabulary in your native language, etc.), articles will be translated into English.
Please take account of the time needed for translation, where necessary, when setting timelines for publication.
Illustrations/visuals (images, photos)
Searching for and selecting illustrations/visuals (also called “image search”) is an important step and is not to be taken lightly.
The main image often attracts the reader’s attention before anything else: it should be relevant and of good quality.
All visuals must meet a number of basic criteria: size, resolution, usage rights, etc
Credits
Make sure that you have the photographer’s name and contact details (phone and email) and, if necessary, his/her company (e.g. DB, UIC, DSB). Indicate the names of people appearing in photos as appropriate.
For example: © John Smith, UIC (smith at uic.org), caption: Lorem ipsum dolor sit amet consetetur sa.
Ensure that people appearing in photographs agree that they may be published in UIC’s communications media, such as UIC eNews, its social networks, or the media library.
eNews article
Editorial rules
Use a direct style.
Be factual. Demonstrate, first and foremost, progress made on projects, activities, key decisions, next steps, gatherings and meetings, always bearing in mind that the large majority of UIC eNews readers are our members – those that fund us.
All acronyms must be explained.
Title
Choose a relevant title with no more than 155 characters. Avoid using figurative expressions.
First image
This first image should not be a video conference screenshot. (If it is, you will need to look for a different visual to be displayed first in your article).
Please let us know:
– which visual should appear first if you are providing several photos;
– the order in which the photos should appear. We recommend no more than five or six photos;
– the contact information to be added at the bottom of your article (with no added links, as these should be placed in the body of the article);
– the text referring to the Grant number and any other necessary information if the article relates to a European project in response to a call issued by the European Commission.
The UIC eNews editorial team (https://uic.org/com/?page=enewsteam) is available to help by providing images if needed. An editorial committee has been meeting twice a month since April 2020 in order to review proposed topics and identify any new issues.
Poor-quality images will not be accepted. The eNews team reserves the right to suggest replacement photos or visuals.
Additional information: “Choose the correct image format”: https://uic.org/com/communications-guidelines/article/graphics-elements#Choose-the-correct-graphics-file-format
To suggest an article:
A directly on the editors’ space or,
B send your article to the UIC eNews: enewsteam at uic.org
To suggest an article on the editors’ space: https://uic.org/com/?page=enewsteam
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You have already an editor’s account: you can log in and fill in the form for drafting articles, which is then displayed.
You don’t have an editor’s account yet: choose "register" and follow the steps one by one in order to create your account. -
Write your article ensuring that the rules for an eNews article are respected.
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Save your article draft. Once your article is ready: change the article status for submitted for evaluation.
Articles relating to IRSs
Each article should preferably have:
- a title with the IRS number and the exact title (specify the working group that has published the IRS in the body of the text);
- a technical diagram taken from the IRS;
- the IRS logo;
- one or two attractive photographs;
- the link to the ETF online shop;
- Provide drafting plan (IRS objectives, applications, etc.);
- Indicate where necessary if the IRS is consistent with (or complements) existing standards;
- Expressions of thanks and special acknowledgements of the experts/companies that contributed to the IRS can be added at the end of the article.
- Indicate where necessary any external contributors to the IRS;
Example of good practice: https://uic.org/com/enews/article/uic-s-track-structures-sector-publishes-first-edition-of-irs-70779-10-tunnel
All eNews articles sent to the eNews team should be validated in advance by the advisor’s line manager and by colleagues from other organisations concerned by the subject if applicable.
Web article
Title
Choose a relevant title that describes the subject well, with a maximum of 155 characters if possible.
Do not write your title in capital letters. It may be displayed in capital letters when published due to the use of a presentation effect (CSS style sheets can dynamically convert text into capital letters).
In terms of accessibility, the text remains in its original case (lower/upper case).
Subheading (optional)
Subheadings may be used to shorten the title or to provide additional information. They can also be useful when it is difficult to come up with a good title.
Lead paragraph (optional)
The lead paragraph is a text introducing the article. It should contain general information and elements for reflection.
Postscript (optional)
Use this to contact the Web team to perform a site update.
Press release
- Limit your text to a single page wherever possible;
- Highlight the tangible aspects of the project, product or service being promoted;
- Limit use of quotations.
Provide links to any referenced articles/documents.
Contact: provide contact details for a service rather than an individual (e.g. safety at uic.org)
Example: https://uic.org/com/IMG/pdf/cp16sherpa-final_conference-_opening-_en.pdf
If the press release relates to a European project, use the template provided, personalising it with the project agreement number (link to follow).
Sectoral brochures
Illustrations: The UIC eNews editorial team is available to help by providing images if needed. Opt for visuals of the highest possible quality.
If this is not possible, the eNews team will be able to suggest a replacement photo or visual.
Additional information: “Choose the correct image format”: https://uic.org/com/communications-guidelines/article/graphics-elements#Choose-the-correct-graphics-file-format
The layout of your department’s brochure will be consistent with the colour code indicated in the UIC Graphical Charter.
Mailings
Do you wish to promote an event, product or service?
You can use the database of subscribers to our segmented newsletters to contact your targets directly via email.
Nevertheless, mailings must adhere to strict rules in terms of structure and tone.
For more information, please see: https://mailchimp.com/resources/common-rookie-mistakes-email-marketers/
Publication on social networks
Refer to the Guide to social networks:
https://uic.org/com/socialmedias
Don’t hesitate to contact the Communications team before posting on social media.
PowerPoint presentation
Use the template provided by UIC.
The UIC PowerPoint presentation template is available in your Office suite or on the Communications section of the Intranet.
We recommend that you to contribute to UIC’s communications system on a regular basis.
Another key point is anticipation. Contact the Communications team as soon as you become aware of a meeting or event for which content production will be required. We will work with you to assess your needs.
This charter serves as an authoritative document; UIC reserves the right to apply what it believes most appropriate from an editorial point of view while respecting the author’s wishes.
Please note: each service requires a specific period of time for delivery. You will be required to provide the relevant budget code, and a charge will be assigned to the code based on working hours.