It is important that writing is consistent across HM content. Different media outlets use different house styles, meaning that content HM captures for some of its reports may need to be adapted to avoid a myriad of approaches that can confuse the reader. A useful style to refer to is that used on NHS Choices, which largely reflects the style used by HM. The Guardian’s style is also very similar.

Below is advice to help address some of the most common inconsistencies that are encountered in HM documents. This should be used when writing press releases, opinion pieces and case studies for clients. In addition, it should be used when ensuring consistency across coverage reports and the HCRU. This is intended as a starting point and will be built on as and when other inconsistencies present on a common basis. If you have any questions, please contact Matthew D’Arcy matthewd@highland-marketing.com

Please also note that in some cases the HM approach will not be applicable as clients may have their own set style. In these instances, which are likely to be few, please apply the client’s style to documents consistently.