Strategy
Part of Press release or service notice? Choosing a format for routine updates
Press release distribution strategy mistakes: accessible formats before send
Prevent press release distribution strategy mistakes by planning accessible formats, matching versions and checking each copy before it reaches media channels.
Accessible-format problems can arise when a press release is prepared for several channels: an email body, an attachment and a hosted version may not work equally well for every reader. Choose formats for one UK announcement, keep the versions aligned and check the copies that will actually be distributed. Not every release needs every format.
Four accessible-format mistakes to avoid
Four common mistakes are treating one file as suitable for every channel, choosing formats only after the copy is finished, judging a file by whether it opens, and allowing copies to drift apart. Avoiding them means planning versions early and checking each distributed item against the approved release.
Assuming one file suits every channel. A document attached to an email is not necessarily as easy to navigate as a well-structured web page. Producing more files does not automatically improve access if they are incomplete or unchecked. Decide what the announcement needs and how recipients will encounter it across the planned channels.
Leaving format choices until the copy is finished. Late decisions can leave too little time to prepare and review alternative versions alongside the approved release. GOV.UK guidance on accessible communication formats recommends planning formats, responsibilities and suppliers early, and involving disabled people in the government context it addresses. Put format choice into the route plan, rather than treating it as a final export task.
Treating a file that opens as a file that works. A PDF can open successfully and still have missing structure or an illogical reading order. A release image may contain information that is absent from its text. Check the features people use to navigate and understand each format, not just its appearance, so that opening a file is not the only test.
Letting copies drift apart. A hosted page, email version and attachment can end up with different dates, figures or qualifications if one changes after the others are prepared. Keep a record of which approved text each version follows, and recheck all affected copies whenever it changes. That check should include every format selected for distribution.
Identify the rules and standards that apply
The applicable rules depend on the organisation and the material. In Great Britain, the Equality Act 2010 includes duties concerning reasonable adjustments, and what those duties require depends on the circumstances.
Northern Ireland has a separate disability-discrimination framework, including the Disability Discrimination Act 1995. Do not assume one rule applies everywhere.
The Public Sector Bodies (Websites and Mobile Applications) Accessibility Regulations 2018 apply to public-sector websites and mobile applications, subject to their scope and exemptions. For a release hosted on a covered site, check the accessibility requirements for that site and its documents rather than treating an attachment as a separate, context-free item. The Regulations can be considered alongside the relevant enforcement arrangements.
The Equality and Human Rights Commission is the enforcement body in England, Scotland and Wales; the Equality Commission for Northern Ireland has the corresponding role in Northern Ireland. EN 301 549 is a relevant accessibility standard for public-sector digital services. Identify the applicable version for the organisation and work; EN 301 549 V3.2.1 is one published version.
WCAG 2.2 can be used as a practical review target, but do not describe it as automatically identical to the legal test for every organisation or document. PDF/UA, based on ISO 14289-1, is another reference for accessible PDF production; a PDF checker passing is not, by itself, proof that a document works for its readers. Keep the limits of each reference clear.
If an announcement carries information for NHS or publicly funded adult social care audiences in England, check whether the Accessible Information Standard applies to the service and information. It is not a general requirement for every organisation issuing a press release. Where these rules or standards may apply, have the relevant owner check their scope rather than making a blanket compliance claim in the release workflow.
Choose formats for the announcement, not by habit
Start with the information people need and the channels through which the release will reach them.
A structured HTML page may suit hosted copy; a tagged PDF may be useful where a document is needed; plain text can be appropriate for an email. Choose formats in response to the announcement and its planned distribution.
Images, charts, audio and video need their own checks: informative visuals may need text alternatives, while video may need captions and spoken material may need a transcript. These are options to assess, not a checklist requiring every format for every story. Do not create an additional format simply because it is available.
For each chosen format, name an owner and the version it represents. Record the approved source and derived copies in a planning template. If the announcement contains a chart, check that the key information is also available as text. Include the people and time needed for this work in the announcement budget.
A pre-send check for every distributed copy
Check every distributed copy against the approved source before sending. This pre-send checklist should cover the versions, their destinations, the checks completed and any changes that could affect related copies. The steps below apply to the actual content selected for distribution, not just a template.
- List the versions and destinations.Record whether the release will appear as an email, attachment, hosted page or another planned format. Include any accompanying images or recordings, and name the person responsible for each item.
- Set the approved source.Identify the final text and its version, then note which other files or pages derive from it. Make it clear who approves a change and who must check the affected copies.
- Review structure and meaning.For a web page or document, check headings, link text, reading order and whether information conveyed by images is available in text. For media, check that captions or transcripts correspond to the final recording. The review should cover the actual content, not just a template.
- Use tools as aids, not sign-off.Adobe Acrobat Accessibility Checker, WAVE and axe can help identify issues in digital content. NVDA and VoiceOver can help reviewers experience content with screen readers. Automated results and a check with one assistive technology cannot establish that every person can use the material; record what was tested and what remains uncertain.
- Compare the final versions.Check names, dates, figures, links and qualifications against the approved source. If the text changes, identify every copy that must be updated and review the revised versions before distribution.
Set a hold point and keep a short record
Keep a simple record of the source version, formats selected, destinations, owners, checks completed and unresolved issues.
For an announcement with several copies, that record helps the team see whether the email, hosted page and attachment are all based on the same approved wording. Use the record to make any outstanding review visible.
Hold distribution if a format required for the job cannot be reviewed alongside the main release, or if a material difference between versions remains unresolved. Assign the repair, check the corrected copy and confirm that related versions are current before restarting. If a format is not needed, record that decision instead of creating an extra unchecked file. Follow the launch checks before restarting.
