A release title should:
- be under 65 characters
- describe the statistics in the release in plain English
- include the coverage and time the statistics relate to
- be in sentence case
- include “experimental” if experimental statistics
- use a colon instead of hyphens or dashes, and a comma if you need a second separator
UK overseas trade statistics: non-EU February 2014
HES-MHMDS data linkage report: August 2015, experimental statistics
A release title should not:
- be excessively long (or it will cut off in the search results)
- contain jargon or technical language
- include abbreviations or acronyms (unless well known, for example, UK or EU)
Cereal use by UK brewers, distillers and maltsters: November 2014 (65 characters)
Cereal usage by brewers, distillers and maltsters in the UK: November 2014 (74 characters)
A summary should:
- be under 140 characters (including spaces)
- explain what the release is about in plain English
- be a unique description specific to the release
- not repeat the title
- begin with the most important words, so search engines can find the document (not ‘This release provides…’)
- end in a full stop
Remember: when a release title or summary is displayed in the release calendar or search engine results, users need to see whether this is what they want.
The name, business area, email address and telephone number of the responsible statistician must be included.
Group email addresses and telephone numbers are acceptable for the specific statistics team; generic departmental details should be avoided.
Kat Pegler, Business Prices, email@example.com, +44 (0)1633 456 468
Write in lower case with an active link. Do not use other words as part of the link.
Use the plus sign, international dialling code and the area code. Add space between the international dialling code and the rest of the telephone number.
+44 (0)20 7273 1234
Dates and numbers
Use the format [Month] [Year].
Use months instead of quarters. When you can prove that either ‘Q1’ or ‘Quarter 1’ are searched for, then follow the term with an explanation of which months are included in the quarter.
Business investment: Jan to Mar 2014 provisional results
Gross domestic product: preliminary estimate Q1 Jan to Mar 2014
Use [date] to [date]. If months are used, repeat the year after each month.
2009 to 2010
July 2014 to September 2014
Use the type of year and ending month and year.
financial year ending March 2011
academic year ending July 2013
Use ‘aged [age] to [age] years’. For ages under a year, include months or weeks.
aged 6 to 8 weeks
aged 9 to 10 years
Bottom limits for age restrictions should use ‘aged [age] and over’, and not a plus sign.
aged 75 and over
Use this to reassure the user that the release is (or isn’t) what they’re looking for. The body text should:
- not be longer than 100 words
- describe what the statistics are about and their purpose
- be clear, concise and written in plain English
- provide context if there are other similar statistics
- not repeat the title and summary
- not summarise what the publication says