Basic principles

Telegraph

17-07-2025

We are quality media
Remember at all times that Telegraph.co.uk is a quality website and The Daily Telegraph and The Sunday Telegraph are quality newspapers. The content of all our media is characterised by its accuracy, integrity, literacy and lack of sensationalism. Our readers are educated and intelligent people. Everything we write and publish should be informed by these precepts.
Responsibility
It cannot be emphasised strongly enough that conformity with style, accurate use of the English language and accuracy in use of facts, quotes and other information in an article are the responsibility of the writer. No writer should expect commissioners or publishers to spot mistakes or solecisms or to be there to correct them – although commissioners and especially publishers should be alert to any errors and should query and correct them when spotted.
Also, in respect for the integrity of the writer whose byline will appear on the piece, no changes of fact should be made to copy without the knowledge of the writer. Nomenclature, etc should be changed only when what has been written is in breach of house style.
There is no better maxim than the one most of us were taught in our early days in journalism: 'Who, what, where, when' should form the cornerstones of every story. The 'Why' may well provide the thrust of the story but the first four criteria must never be neglected.
Convey the message as you would speak it
Few people who are worth listening to speak in sentences of more than 30 words. Try to avoid multiple subordinate clauses as they breed confusion. Concision is one of the greatest virtues of expression and, therefore, of journalism.
Never take for granted the reader's understanding of a subject
It is not insulting to set things out simply and logically. Do not, however, patronise by remarks such as 'the author Charles Dickens'. We have an educated readership and there are certain assumptions about their general knowledge that we can make. It is precisely because our readership is generally well educated, though, that they are quick to notice mistakes.
Each story should be self-contained, with an explanation, however brief, of what has gone before. Always presume that the reader has been on a desert island, without the benefit of media.
Aim for common sense and question apparent nonsenses, such as pike in village ponds that swallow small dogs. Use your own yardstick as to what is feasible but do check. Good journalism at all levels is largely about the development of judgment.
Be temperate in language
Keeping a sense of proportion, recognising that 'storms' and 'fury' are often merely disagreements or differences of opinion, shows balance and maturity and is part of the Telegraph's appeal.
Profanities
Only to be used, either in copy or headlines, when absolutely essential. They should always be dashed out. Swear words may add 'Cor, f— me' value, especially if they are contained in a quote by a prominent figure, but we risk looking tawdry if this is overdone. Language of a sexually explicit nature should only be used when essential - such as in certain court reports or features about health or relationships - and never gratuitously or for effect.
Avoid tabloid constructions and agency-speak
'Television addict, Mansfield butcher John Smith' should be John Smith, a butcher from Mansfield who is addicted to television. NOT the famous anything (if it is famous there is no need to say so). Steer clear of words such as 'spotted' and 'dubbed' and use 'saw' and 'called' or 'nick-named'. Further examples of such horrors are to be found in the A to Z.
Unless we are certain something is exclusive to us, avoid the construction 'told The Telegraph'. Even then use extremely sparingly: it is tabloidy and much more easily replaced by the word 'said'.
Attribute everything.
Without care, it is easy when putting a subject's words into reported speech to render his or her claims and opinions into statements of fact. Even if sources are anonymous, it is important to source in its opening paragraph any claim on which a story is constructed: otherwise, why should the reader read on?
Avoid clichés
They cripple news stories with their tiredness and the laziness with which they are used. They are also often glib and inaccurate and are never an acceptable substitute for proper descriptions of events. A cliché or pun in a headline may be new to you, but it quite possibly isn't to the readers: avoid tired old jokes of the 'Life's a beach' variety.
Puns
In digital headlines these are best avoided. In print, they are to be used in strict moderation. Avoid those entirely that rely on one word sounding vaguely like another, unless they work at first sight. All funny headlines should work both ways: they should be capable of being read as the joke and still say what the story is about.
Direct quotes
They should add value to the article and should only be the best line. Do not put bland single words in quotes, especially in intros ('The England manager said he was 'disappointed' with his side's performance'). If you do hang an intro on a single-word quote, make sure you give the quote in full lower down. Do not give partial quotes in copy then repeat in full a par lower down. Leave out anything superfluous.
Avoid gratuitous references
To a person's ethnicity or sexual orientation for example. It is grossly outdated to describe someone as being 'openly gay'. Avoid the use of 'woman' as in 'a woman doctor/a woman Army officer/a woman scientist'.
Companies, groups and organisations etc
These are inanimate. They take 'that' or 'which', depending on the syntax, and not 'who'. They take a singular verb. (But Sport uses plural verbs for teams).
Quotes must be accurate
While it is permissible to clear up illiteracies it is not permissible to alter words or sense. Inevitably, some quotes will include words disapproved of by this style guide. That they are within quotation marks makes it clear, however, that the words are not ours. Remember to break up long quotes when several sentences run together.
Yesterday/today
We stopped using such words as 'yesterday' and 'today' in digital copy at The Telegraph some time ago. Instead say Monday, Tuesday etc and give the date if there is risk of confusion. In the paper, continue to say yesterday, today, tomorrow. Make sure they are put in the right place.
Many intros and captions are spoilt by the misplacement of these words, which makes the sentence sound like a translation from German. English is a flexible language but adverbs of time sound very odd placed directly before a verb 'he yesterday said he was going to do it'.
Corr
Add a subbing note when something is correct but looks as though it may not be. Reporters can save commissioners and publishers (and themselves) much tedious secondary research by noting unusual spellings or apparent contradictions in text.
Adherence to these and all the other rules set out in this guide will not in itself create a first-class journalist or indeed a first-class website or newspaper, but it will be the start of such a process.