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£P.A Horns > £EA.Q.Qnimun.icaJipflsi.Deva[9praent JD.CEeyjew > Policy and Implementation Guide for
Communications Product Development and Approval
Policy and Implementation Guide for
Communications Product Development
and Approval
Version: February 17, 2005 (revision history)
Communicating a message takes more than drafting a pamphlet or posting a Web
page. The guidelines outlined here will help you plan and create effective hardcopy
and Web communications products. The Headquarters Office of Public Affairs will
update this guide as necessary.
Table of Contents
Communications Planning
Product Development and Approval
Approval Process
Appendix 2, Policy/specifications for Agency Seal i and Logo
Appendix 3;. Wntjng.Styje.G.uide.
Appendix 4: Guidance for Web Products
Appendix 5: Suggested Product Development and Review Resources
Appendix 6: Other Guidance
PROTRAC
Purpose of Product Review
All Agency communications products, from concept to publication, are subject to
rigorous review to ensure the highest possible quality. This guide outlines EPA's
policy and implementation for product development and approval. Product review
will:
Ensure that the Agency speaks with a single, coherent voice
Save money and time by fostering collaboration between product originators
and reviewers
Target the right audiences
Produce products that comply with EPA and federal policies
Avoid superfluous, redundant or conflicting information
Ensure quality editorial content and graphics features
Convey information with maximum effect and timeliness
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URL: http://www.epa.oov/productreview/guide/index.html
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HOST*
PROTRAC
Freqweot Questions
Oevetopment Quids
Review Process
What OPA Looks? For
OPA Web Teem Beats
Pftxiwet Review
Seai & Logo Ri«s
Training
Governing Memoranda
intranet
AP Styiafxsok
Review
Contact Us | Print Version Search:
£PAiiftEn&> EE&£8mro«nical!9ns:.DsvslaBI3llfillaacl.RfiyJs». > Policy and Implementation Guide for
Communications Product Development and Approval
Policy and Implementation Guide for
Communications Product Development
and Approval
Version: February 17,2005 (revision.history)
Communicating a message takes more than drafting a pamphlet or posting a Web
page. The guidelines outlined here will help you plan and create effective hardcopy
and Web communications products. The Headquarters Office of Public Affairs will
update this guide as necessary.
Table of Contents
Communications Planning
Product Development and Approval
Approval Process
Appendix 2: Policy/specifications for Agency Seal and Logo
Appendix 4: Guidance for Web Products
Appendix 5: Suggested Product Development and Review Resources
Appendix 6: Other Guidance
PROTRAC
Purpose of Product Review
All Agency communications products, from concept to publication, are subject to
rigorous review to ensure the highest possible quality. This guide outlines EPA's
policy and implementation for product development and approval. Product review
will:
Ensure that the Agency speaks with a single, coherent voice
Save money and time by fostering collaboration between product originators
and reviewers
Target the right audiences
Produce products that comply with EPA and federal policies
Avoid superfluous, redundant or conflicting information
Ensure quality editorial content and graphics features
Convey information with maximum effect and timeliness
http:/Avww.epa.gov/productreview/guide/index.html
4/14/2005
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£££..H&ji?e,. I Privacy and Security Notice | Contact Us
Last updated on Monday, February 281 h, 2005
URL: http://www.epa.gov/productreview/gukte/index.htnil
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EPA Communications | Product Development and Approval Guide | Preface, Responsibili... Page 1 of 3
Development Home
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EBy3; > Preface, Responsibilities, and Planning
Policy and Implementation Guide for
Communications Product Development
and Approval
Version: February 17, 2005 (revision history)
Preface
This guide affects several documents as follows.
Effect of this
Manual
Supersedes
Clarifies
Updates
Cancels
Documents Affected
• Publication Management: A Guide To Processes,
Standards, and Style (175-K-93-001)
• Developing Products For the Public: A Handbook for
EPA Communicators (175-B-91-001)
• Spreading The Word: A Guide to OCEPA Services
(175-K-92-002)
• Section 3.b., Order 1015.2A, Agency Identifier,
December 27, 1978
• Seal color designations in Figure 1 , Order 1 01 5.1 B,
July 28, 1975
• Sections 3 and 4 of EPA Order 2200.4A
• EPA Form 2200-6, Concept Notification - Public
Oriented Products
• EPA Form 2200-7, Final Draft Review - Public
Oriented Products.
The headquarters Office of Public Affairs will update this guide as necessary.
Responsibilities
The Office of Public Affairs will:
* Provide guidance and policies to help responsible offices produce top-quality
materials;
• Provide training;
• Conduct oversight to ensure compliance with procedures, and, where
necessary, provide written reports to responsible offices on how their
procedures and products can be upgraded;
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• Resolve conflicts about cross-media or controversial issues;
* Grant exceptions to Agency procedures when necessary; and
• Withdraw Web or hardcopy products from publication as necessary.
Assistant Administrators, Regional Administrators, Inspector General,
General Counsel, and Chief Financial Officer will:
• Ensure Implementation of EPA's guide Communications Product
Development and Approval (originally issued as publication number 175-B-
02-001) for hardcopy and Web products;
• Establish accountability to ensure that a proposed product is necessary,
accurate, consistent with Agency policy and that it properly addresses its
audience;
* Implement procedures to ensure that no Agency resources are expended on
the creation, production, or distribution of products without their approval;
* Designate qualified staff to ensure that products meet Agency standards;
• Adhere to the product review plan that the relevant office or region submitted
to the Office of Public Affairs;
• Determine whether any proposed outreach products require review by OPA
for policy or other issues.
Communications Planning
A proposed product must fit into the overall communications strategy for a given
activity or program. Such a strategy starts with specific goals; products are tools
with which to achieve them. Each product should be considered an element in a
larger design. While an outreach campaign is always larger than its individual parts,
they must be capable of standing alone. Product originators and reviewers alike
must:
• Ensure that the product contains clear, consistent messages; identifies and
addresses key issues or audiences; and meets important organizational
milestones and schedules;
• Ensure that cross-media interests are fully explored, coordinated, and
incorporated into the product;
• Enhance the "corporate identity" of EPA by including introductory remarks by
the Administrator in publications that address significant issues; and
• Fully exploit resources, e.g., Web, print, TV, etc. and reduce waste by
anticipating the cost of distributing information strategically.
Next Section: Product Development and Approval
Previous Section: Home
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Development Home
PROTRAC
Frequent >
Development *
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l & Logo Fifes
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Review
rifWWrtWIIWWUVUVVVVMIVMm; ^^__
I HISl
& > Product Development and Approval
Policy and Implementation Guide for
Communications Product Development
and Approval
Version: February 17,2005 (revision history'i
Product Development and Approval
As of February 17, 2005, you do not need to use PROTRAC for Web products;
each AAship and region will decide whether to continue using it. Regardless of that
decision, development and review will continue per the description below under
"Web Materials,". Further explanation of this change is provided in message from
Dick Stapleton, National Web Content manager, to the EPA Web Community.
PROTRAC continues to be required for print and multimedia products.
Enn.ip.?fiducts.
Web Materials
The Office of Public Affairs, working with AA-level Communications Directors and
Regional Public Affairs Directors, has editorial responsibility for three broad areas
of Web content:
R.M$s!sD.&L.£Spj:gi.t;^
OPA Web team office assignments
Supplemental Web content that supports or is the focus of Agency outreach
or news media interest
Either the program office or OPA may initiate discussion of announcement-related
Web content. This content is often developed or completed under stressful deadline
conditions. OPA's desire is for this to be a fully collaborative effort. Our experience
is that an early start on the process, coupled with clarity about what will be needed,
typically results in the best product as well as the least stressful effort.
Unfortunately, because there can be many levels of content and message review,
content cannot be considered final - no longer subject to change ~ until it has
actually gone live. Development must always take place on a protected server or
site.
Redesigned, reorganized or new Web sites or content
Your office Content Coordinator (or Web Product Review Officer if one hasn't been
named) should email proposals for redesigned, reorganized or new Web sites to
http://www.epa.gov/productreview/guide/pdev.html
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the OPA Web Team. Single-office proposals should go to the appropriate Wet?
team.jBernber. Proposals involving content owned by more than one office should
be sent to the full team, with the lepd office identified.
The proposal should include:
a brief discussion of what is proposed
the lead people who will be providing the content
description of anything specific is driving the project (for example: Agency
initiative, court order, etc.)
target deadline for posting
if appropriate, other offices or regions that will be involved
URLs of pages whose owners you plan to contact to request links into your
materials
In addition, search for your subject matter on EPA's site using Google. To search
only EPA in Google, enter s/te:epa.gov plus subject term; note there is no space
between the colon and epa.gov. For example: site:epa.gov recycled tires. Include
the following in the proposal:
• The search terms used
• The URL of the results page (copy it from the address bar)
• A screen shot of the initial search results (example below). To send a screen
shot, press the "print screen, key" (upper right corner of keyboard), then open
your email and hit "paste" (control-V).
• The number of EPA pages returned
• Names of offices other than OECA and ORD having related content
*#» «tf» t&> <«'?«:>.} !•)«*
Once development go-ahead is given (usually within a week), OPA is available for
assistance or consultation at any point. OPA encourages that consultation and
review be ongoing through the development process rather than waiting until
the site is "done." Development must take place on a protected server or site.
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OPA assistance during development notwithstanding, all sites require formal
approval prior to posting. Whenever possible, site review will be handled in
conference, with the draft content available live for all to see and navigate.
Depending on content complexity and sensitivity, the site may be subject to
additional review outside OPA (after OPA sign-off). OPA typically coordinates these
additional comments and revision. This has led to confusion about when site
approval is final. The best guidance is to assume that no site is final until it is
actually posted (and even then, approval to post may be given with the
understanding that further changes and additions may be required after posting).
Content to update or enhance existing sites
From time to time, as areas of improvement are noticed or as issues demand, the
OPA Web Team will contact Web owners to discuss changes that may be needed
to update a site or may simply improve a site.
Print Products
There are five phases in the print product development and approval process:
1 .
2. concegt review
3.
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EPA Communications | Product Development and Approval Guide | Development and Ap... Page 4 of 6
Whether and how other EPA programs, federal agencies, or agency partners
will participate in developing and distributing print products
Identification of the approving official and his/her contact information, and
approval by the office's Product Review Officer {PRO). (The PRO should
comment on issues that ha^e been, or need to be, addressed.)
2. Print Products: Concept Review
Enter the concept into the PROTRAC system; the Product Review Officer (PRO)
must approve it and then OPA will review it.
Wait at least 10 days after PRO approval before beginning to develop a draft,
unless OPA clears the concept earlier; this allows OPA to monitor product
development. If OPA does not make a determination within 10 days after PRO
approval, the concept is automatically approved.
3. Print Products: Draft Development
Begin developing draft materials after OPA has approved the concept. This phase
will often require frequent coordination among originators, product review officers,
content coordinators, and designated reviewers. Drafts must:
• Be consistent with everything in this guide, including the appendices and
graphic standards
• For Web products, meet the guidance in OPA Review of Web Concepts and
Drafts: What We Look For.
• Conform to Information Quality Guidelines found at
http://www.epa.gov/oei/qualityauidelines/
• Meet EPA and government plain-language printing and publishing standards
• Effectively convey appropriate messages to the target audience(s)
• If the product is an educational tool directed to the K-12 age group, meet
generally accepted standards and guidelines under which the tool will be
developed. Contact the Environmental Education Web Workorouo (EEWW)
for assistance or review their guidelines
fwww.epa.gov/enviroed/eepMbsEPA.htm).
• Be aesthetically appealing; if you use graphics and photos, they must relate
to the text
• Display a title and cover that attract reader interest and convey your
intended message
• Include no biased or judgmental terminology (no sexism, racism, and so
forth); graphics must express diversity to the extent possible
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Use an engaging and positive tone
Explain in the introduction the purpose, intended audience, and the
significance of the product for the reader
If the document describes an environmental problem or issue:
o describe what EPA has done, is doing and will do about it
o clearly explain how the public can help alleviate the problem or
resolve the issue
Present current and accurate statistics and explain statistical models when
used
If companies are mentioned, disclaim implicit endorsement of commercial
products or services
4. Print Products: Draft Review
After creating a draft, the originator must enter it into the PROTRAC system, and
the Product Review Officer must approve it before OPA review begins.
After PRO approval, OPA will comment within 10 working days.
S. Print Products: Editing/Final Review
Modify products according to OPA comments; all comments are mandatory unless
negotiated with OPA. Several rounds of editing and further comment may be
required. After you address all comments, OPA will conduct the final review and
approve the product through PROTRAC.
Obtain a publication number from the National Service Center for Environmental
Publications (NSCEP) after final approval. The originator of the product is
responsible for completing the printing process.
JoD.of.Page
Next Section: Appendix 1: Products Subject to or Exempt From Development and
Approval Process
Previous Section: Pi&
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Last updated on Thursday, March 10th, 2005
URL: http://www.epa.gov/productreview/guide/pdev.html
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EPA Communications | Product Development and Approval Guide | What is Reviewed Page 1 of 3
From Development and Approval Process
Appendix ^ : Products Subject to or Exempt
0ev«?ioproeni Harris
PROTRAC
Frsq«*nf Questions
Development Gwkfe
Web
Review Process
What OPA Uxsks For
OPA Web Team
Product Review
Officers
Seal & Logo Files
Training
Governing
Intranet Resources
AP Styiefoaok
Policy and Implementation Guide for
Communications Product Development
and Approval
Version: February 17, 2005 (revision history)
Appendix 1: Products Subject to or Exempt From
Development and Approval Process
If, after reviewing the following, it is not clear whether a product is subject to review,
consult the Product Review Officer (PRO) or the Office of Public Affairs (OPA).
Products Subject to Review
New or significantly revised materials that have policy implications and are
targeted to specific audiences (e.g. industry groups, community
organizations, educators, consumers, public officials) or general public
sectors, including:
o Agency initiatives
o Recommendations for public action
o Products that inform and educate the public about the environment
o Cross-program or multi-regional products that address specific topics
o Materials produced by and for the Agency through contracts and in
cooperation with partners
o Publications such as fact sheets, brochures and pamphlets (unless
pre-approved by the Media Relations Office or Regional Press Office
as parts of a press kit)
o Web concepts require OPA approval
o Previously approved documents being posted in Adobe Acrobat
format (PDF) on the Web more than one year after their original
publication date require concept approval.
Exhibit banners, brands, specialty items, videos, posters, bookmarks,
folders, radio or TV public service spots, and multimedia products
Specialized artwork/graphics representing specific programs, projects,
teams, task forces, workshops, etc. (e.g., logos)
Conference materials such as brochures and handouts
Jointly authored products: Non-technical products authored jointly by EPA
and assistance recipients (grantees) for distribution to the public. Joint
authorship implies EPA acceptance of content; however, these documents
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EPA Communications | Product Development and Approval Guide | What is Reviewed Page 2 of 3
polity
are not to communicate
regulations. Document front
relationship between EPA
identifiers of both organizations
guidance, internal operation procedures, or
covers must clearly indicate the joint-author
the assistance recipient by displaying
aid
Translated documents: All products translated from one language to another
are subject to review. !
Products Not Subject to Review
• Editorial updates to existing materials that do not change the orientation or
intent of the product or represent new policy.
!
• Fact sheets, newsletters, arid leaflets produced on pre-approved templates.
(These products must still be entered on PROTRAC for OPA oversight.)
• Previously approved documents to be posted on the Internet as Adobe
Acrobat (PDF) files within one year of their original publication date do not
require review. However, these documents must be reviewed for currency by
the program or regional product review official. PDF documents posted more
than one year following the! original publication date must be submitted as a
Web concept for OPA approval.
• Legal documents, notices, and testimony:
o Congressional testimony
o Legal briefs and opinions
o Federal Register publications (e.g., notices, notices of proposed
rulemaking, final rules, etc.)
o Notices of meetings and public hearings
o Requests for proposals
o Meeting plans and agendas
• Technical material:
o Documents requiring] specialized knowledge targeted to technical
audiences
o Documents subject tp a formal public comment period or review by the
Science Advisory Board or Science Advisory Panel, or are
independently peer-rjeviewed
o Databases
Exceptions: technical documents with broad and direct policy, political,
social or ethical implications, or those used to introduce a new Agency
policy or requirement, must be reviewed.
In addition, there is no "technical material" exemption for Web pages.
All Web pages are subject to OPA review to ensure they are designed
properly and meet all requirements.
• Reports:
o Advisory Committee statements or reports; internal policy statements,
memoranda and directives; and official correspondence
o Inspector General reports
o Congressional reports
o Verbatim conference proceedings
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» Materials produced entirely under grants, Memoranda of Agreement, and
Cooperative Agreements
• Speeches and memoranda
ISB.filP.aj3g.
Next Section: Appendix 2: Policy/specifications for Agency Seal and Logo
Previous Section: prod.y.et..Qev6jopxnent.and.&£P.!3ya.!
SPA.HCMM I Pri'/scy. a.D£i.S.ecyrly.N.9fe. I £0nte£LUs
Last updated on Monday, February 28th, 2005
URL: http://www.epa.gov/productreview/guide/app1 .html
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PROTRAC
Frequent Questions
Contact Us | Print Version Search:
Seal and Logo
fetQC.'XieiS.assi.&p&iStSai >Appendix 2: Policy/specifications for Agency
Policy and Implementation Guide for
Communications Product Development
and Approval
Web R
Review Process
What OPA Looks For
OPA Web Team Beats
Product Review
Officers
Seai & Logo Files
Training
Governing Me
Version: February 17, 2005 (revision history)
Resot? rees
AP Stylebook
Appendix 2: Policy/specifications for Agency Seal and
Logo
(it>r. and. Agency, identifier
Permission to Reprint the Agency Logo or Se
The EPA Seal and Logo
^*H,_
^ -^S^B^* :?
'% WKi**^
jseal
/^^^
^.i*5£^:'''
|Sealw/trim|
A fTVJk «*««?»«
^JW^awflwqn C*,v:-:t:sVJ-wfj|i >'«;!<•:<*:'•
^rmiiM ;»xi *?.*tc«
gjw^^-^^^^r*: *sfc(Hft'S*v>;i
A^-jH'-:*1
[Vertical Logo]
Note: these low-resolution images are not suitable for use; see the seal and
loao repository for all electronic versions.
The Agency's seal and logo with signature convey the "corporate identity" of EPA
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and its programs. All products must reinforce the visual identity of EPA; program
and office identifiers are distinctly secondary to this identity. The seal may only be
displayed using either the standard color scheme or a single color that
complements the background where it appears.
The official seal of EPA comprises the two-leaved flower, with stem, encircled by
the title UNITED STATES ENVIRONMENTAL PROTECTION AGENCY.
EPA's logo is a two-leaved flower, without stem, accompanied by the Agency's
initials to the right and the full name either to the right of or below the initials.
The seal and logo must remain intact and unchanged (e.g., dont use the flower
from the seal by itself or omit the full Agency name from the logo). The sole
exception is an icon, created by the Office of Public Affairs (OPA) and provided as
part of EPA's standard Web look and feel, that identifies Agency Web pages in lists
of "favorites" or "bookmarks."
OPA provides electronic versions of the seal and logo with signature in various
formats in the sea! and logo repository
T.Q.P..PJ.P.&9&
Corporate Identity and Agency Identifier
To maintain EPA's "corporate identity," use only the seal or the logo on the front
cover of communication products. The identifier should be placed and sized so that
it clearly links the product to EPA, while also complementing the cover's design.
The sole exception is for products jointly authored by E:PA and an assistance
recipient or another federal agency, when identifiers of all authoring entities should
appear on the front cover (see the discussion of joint products in Appendix 1 for
details). All identifiers will usually be the same size; external identifiers should
never overshadow EPA's identifier.
Deviation from this format requires approval from the Office of Public Affairs.
Permission to Reprint the Agency Logo or Seal
If another agency, research group, think-tank, university, partnership or company
wants to reproduce the EPA logo or seal for purposes acceptable to the Agency,
permission must be granted by OPA, which will provide a copy of the logo or seal.
Permission is granted only on the condition that neither the logo nor seal is altered
in its proportions, no element is removed or added, and it is not merged into
another illustration or modified in any other way. The applicant must also agree not
to suggest that use of the logo or seal implies endorsement of any organization,
idea, product or service. In addition, OPA may require that the logo and/or seal be
accompanied by an appropriate disclaimer.
Names derived from the EPA initials, such as EPAlog or EPAlert, are discouraged.
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They distort the Agency's correct name both visually and aurally, and compete with
the Agency logo. OPA approval is required to use EPA's initials in combination with
other letters or words.
Please contact the Office of. Public Affairs to ask about using the EPA Seal or logo.
Color Specifications: Seal
For most applications, use the files provided in the .seal,and..lpgp^repository.. If a
required format is not available, contact OPA or use the following information.
When using the seal in print, the color options are:
• 2-color as specified below
• 4-color as specified below
• single color that contrasts well with the background color, including a) black
and b) white against a background color
On the Web site, comply with the look and feel specification
(http://epa.gov/epafiles).
The seal may appear against two types of backgrounds:
• transparent
• white circle with blue trim
No other backgrounds are allowed.
Print applications: two-color Pantone values:
Colors
660 Blue
362
Green
Background
Clear
Clear
Text, Water
(bottom
section
of circle),
and Trim
100%
0%
Sky (upper
half of circle)
Lighten for
79% screen
0%
Earth
(middle of
circle),
leaves, and
stem
0%
100%
Print applications: four-color separation
CMYK
Background
Text, Water
(bottom
section
of circle),
Sky (upper
half of
circle)
Earth
(middle of
circle),
leaves, and
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Cyan
Magenta
Yellow
Black
Clear
Clear
Clear
Clear
and Trim
gW
60%
%
0%
87%
24%
0%
0%
stem
76%
0%
100% '
11%
Internet/intranet applications: RGB
Colors
RGB (0-
255)
Red
Green
Blue
RGB
(hexadecimal)
Red
Green
Blue
Background
255
255
255
FF
FF
FF
Text, Water
(Bottom
section
of circle), and
Trim
0
80
184
00
SO
B8
Sky (upper
half of
circle)
51
153
255
33
99
FF
Earth (middle
section of
circle),
leaves, and
stem
0
204
51
00
CC
33
Color Specifications: Logo
The entire logo must appear in one color that contrasts well with the rest of the
page, including a) black and b) white against a background color. The flower and
text may not be different colors, nor may the flower itself contain more than one
color.
Format For Product Identification Elements
http://www.epa.gov/productreview/guide/app2.html
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Product identification elements state the name of program office generating the
product, date of publication, and identification number. Place this information on the
back cover with other contact information generally placed in a contact box or on
the title page.
Example:
Office of Solid Waste and Emergency Response (52016)
EPA-175-K-02-100
www.epa.gov
June 2001
IfifiLfiLEiflft
Program Office Identifier (Brand/Logo)
OPA strongly discourages the creation of identifiers for programs, offices,
initiatives, etc. because EPA should be the primary organizational reference for all
EPA efforts, not a lower-level organization.
Before beginning to design an identifier, consult with the appropriate AA or RA-level
product review officer and OPA. Do not invest resources in new identifiers
without concept approval from both the product review officer and OPA.
After OPA approves an identifier concept, the originator must undertake a
trademark search to ensure non-infringement of any third party's right to the same
or similar artwork. The Office of General Counsel can assist in assessing potential
liability. Final approval of identifiers resides in OPA.
Even if approved, program identifiers must not be so large as to compete with the
Agency's identification system or "corporate identity," and program identifiers
should be used sparingly.
Next Section: Appendix 3: Guidance for Print Products
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«v:3J > Appendix 3: Writing Style Guide
Policy and Implementation Guide for
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Review process Appendix 3: Writing Style Guide
What OPA Looks For rr °
OPA W«b Team Bests Version: April 11, 2005 (revision history)
Product Review
Officers
Sea! & Logo Files
{&tverni>i9 Memoranda
Intranet Resources
APS1
With the exceptions described below, EPA follows the widely available Associated
Press Stylebook. Other style guidance is presented here. Please note that many of
these points apply to both print and Web content. Key. Web.contenlsty.le.Js
addressed in Appendix 4.
Abbreviations
Always spell out "United States" when it appears as a noun. "Southwest" is one
word; it is abbreviated "SW". Ditto for all compass points. As an adjective, "U.S." is
acceptable. 3 abbreviations: Abbreviation is only appropriate in long lists,
addresses, and when used in conjunction with the name of a city, town, village or
military base in that state. Use non-Postal Service abbreviations like "Ala.", "Ariz.",
"Ga." and "N.M." in conjunction with the name of a city, town, village or military
base. Note that there are eight states that are not abbreviated in text: Alaska,
Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah. Use the two-letter Postal
Service abbreviations only with full addresses, including zip code.
Acronyms
Avoid acronyms except for those widely understood by the general public. For
example, EPA is acceptable, and so are other common acronyms like PCBs and
CFCs. Acronyms such as ARARA, DNAPLES, RI/FS, NPDES and ROD are not.
Avoid these even if they have been previously referenced. It is annoying (and
difficult on the Web) to flip back five or six pages in a document to check what an
acronym means.
In addition, "EPA" is a proper noun; it should be used by itself without "the" in front.
For example, a sentence should begin "EPA will..."instead of "The EPA will..."
Ampersands (&)
Use ampersands only when they are part of a formal name (e.g., C&O Railroad) or
when space is at a premium (e.g., in the left sidebar).
Bylines and Staff Credits
Printing and Binding Regulations state:
"The printing of Government employees'bylines in Government
publications shall be confined to the authors of articles appearing
therein, and to the photographers who have originated the pictures
contained therein."
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When applying this regulation, consider:
» The term "byline" refers to ajny name listed for credits as opposed to
employee names integral to the text itself.
• The term "author" applies to an individual who has conceived of, created, or
is responsible for a text or section thereof. The term "author" cannot be
extended to cover supervisors, managers, advisors, staff committee or
workgroup members and other such contributors, who may, however, be
listed as a group or staff (buj not by name), under "acknowledgments."
• It is appropriate to acknowledge other non-contractor organizations or
individuals representing them (although acknowledging an organization
alone typically suffices).
• Contract numbers can be listed, but not contractor or contractor staff names.
Capitalization
agency capitalized when the Agency refers specifically to EPA, as
opposed to a generic organization.
federal, local, lowercase unless they begin a sentence or form part of an
native, official title: State of California, Cherokee Indian Tribe.
natives, state, Lowercase when used alone and in plural form: U.S. states,
states, tribal, the Sioux andNavajo tribes. Lowercase the adjectives tribal
tribes and na&Ve unless they are parts of a proper name: tribal art,
Hop/ tribal leaders, Ojibway Tribal Council, Virginia native.
Note that Native Americans, American Indians, Indian
Country and Alaskan Native Villages should be capitalized.
ground water Ground water is preferred over groundwater as both an
adjective and a noun. Do not use the hyphenated ground-
water.
Internet a proper noun; capitalize it.
online one word; not capitalized or hyphenated.
region, Capitalize it when referring to a specific EPA Regional office:
regional "EPA Region 10 is responsible for..." or "EPA Regions are
responsible for..."; Don't capitalize it if you are referring to a
geographic region: "The New England region has been hit
with heavy snow..."
section, not capitalized, even when referring to one part of a law or
article regulation.
title capitalized when referring to a part of a law or regulation; not
capitalized otherwise.
web according to the AP Style Guide, capitalize web when it
refers to the World Wide Web, as in "Web site" and "Web
page". But note that per the AP Style Guide, webcam,
webcast, and webmaster are single, lowercase words.
Don't capitalize terms like waste management, disposal, pollution prevention, non-
governmental organization, legislation, project, offices, endnote, and sector, and
don't capitalize chemical names like lead, mercury, or dioxins.
In headlines, press releases, titles, link lists, etc., capitalize only the first word,
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proper nouns, and other words that would normally be capitalized in a sentence. Do
not capitalize the first letter of each word or all letters.
Spelling
e-ma/7
The AP Style Guide specifies e-mail rather than email. Also correct are e-book, e-
business, e-commerce, etc.
listserv
Again per the AP Style Guide, it's listserv, not tistserve or list serve.
Words that include "web"
One word or two? See the discussion above under Capitalization.
Commonly Misused Words
Affect/Effect
"Affect" is normally a verb. "Effect" is normally a noun. For example:
"Acid rain affects trees"
"Acid rain's damaging effects include weakening trees."
The only use of "effect" as a verb is to mean "to cause" or "to bring about" as in
"EPA will effect change through a new program." However, it is usually better to
say accomplish, perform, produce, generate, make, etc.
Cleanup
The noun and adjective forms are "cleanup," the verb form is "clean up." Do not use
"clean-up." For example:
"The cleanup will take six weeks"
"Workers will clean up the site in six weeks"
"The cleanup work will take six weeks."
Dispose
To "dispose" means to arrange, incline, or set in readiness. In contrast, "to dispose
of means to get rid of something. For example:
"The on-scene-coordinator is disposed to clean up the site now"
"The on-scene-coordinator will dispose of the hazardous material at an approved
landfill."
Improper use: "EPA will dispose the hazardous material."
Environment
Use "environment"'to mean what surrounds us on the Earth's surface: air, water,
trees, land, etc. In contrast,"earth's environment" means planets, stars, asteroids,
magnetic fields, etc.
Ground water
"Ground water" is preferred over "groundwater" as both an adjective and a noun.
Do not use the hyphenated "ground-water".
Impact
"Impact" as a verb is over-used. Use "affect" or "affected" instead. For example:
"The contamination will affect a large area" instead of "the contamination will
impact a large area."
"The affected area ..." instead of "the impacted area ..."
May
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"May" means permission exists, despite the lenience of some descriptive
dictionaries. It may not be used as a synonym for can, might, could, or would.
Waste
The term "waste" is implicitly pluraj. Do not add an "s" unless you mean different
types. For instance: i
"hospital waste composes variousldangerous items," but,
"so//d and liquid wastes must be treated differently."
Which, That
Be careful of using "which" in place of "that." "Which" tells something about the
subject that is not absolutely necessary:
"The project, which is six weeks overdue, is still with the contractor."
In contrast, "that" provides necessary definition or restriction:
"Let's review the project that is six weeks overdue." "Which" is always preceded by
a comma; "that" never is.
Web
"Web" is one word and "Web site" Is two words. Similarly, "Web page" is two words.
Capitalize "Web" because it is short for "World Wide Web."
Disclaimers
Documents that include articles by non-EPA employees expressing their own
opinions require the following disclaimer:
The material in this document has been subject to Agency technical
and policy review, and approved for publication as an EPA report. The
views expressed by individual authors, however, are their own, and do
not necessarily reflect those of the U.S. Environmental Protection
Agency.
Draft documents require the following disclaimer:
This text is a draft that has not been reviewed for technical accuracy
or adherence to EPA policy; do not quote or cite.
Documents that refer to particular companies, trade or service names, product
names, or other commercial references require the following disclaimer:
Mention of trade names, products, or services does not convey official
EPA approval, endorsement, or recommendation.
Diversity
Products should address diversity as appropriate for the target audience.
Gender Bias
Use gender-neutral words. Consult sources like the US. Labor Department's
Dictionary of Occupational Titles or Rosalie Maggie's book Nonsexist Word Finder.
Web-based guidance on plain language writing is available at:
http://www.plainlanguage.gov.
Numbers
Spell out whole numbers below 10, but use figures for 10 and above. Common
exceptions to this rule: a 5-year-old girl, 3 percent, 6 cents; another common
exception is that a number at the beginning of a sentence should be spelled out:
Twelve program offices and all 10 Regional offices think OPA is a pain in the
wazoo.
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Passive/active Voice
Avoid passive voice except where necessary. These are sentences in which the
object seems to be the subject and the true subject is hidden or missing. For
example, "mistakes were made.'' By whom? Passive sentences are perfect if you
are trying to hide something or escape responsibility. By contrast, active sentences
are strong, clear, simple and credible.
Passive: "A cleanup plan will be issued this summer."
Active: "EPA will issue a proposed cleanup plan this summer."
Plain Language
Along with all federal agencies and departments, EPA must use plain language in
its communications with the general public and those specialized groups to which
Agency communications are often directed.
Additional guidance is available from the General Services Administration's
Language Network on the Internet at www.plainlanguage.gov.
Regions
Most readers don't know what "Region 1," "Region 2," etc. mean, so explicitly list
states or use regional descriptions if appropriate {e.g., "EPA New England").. For
example, "Region 5 (IL, IN, Ml, MN, OH, Wl)". Also, use "EPA regional offices"
instead of "EPA regions."
Titles
The configuration of the words and lines of titles is a dominant design element on
any cover. Variations in copy, however, make specific rules difficult. For clarity,
consistency, and in view of the needs of bibliographical databases, titles should be
restricted to two levels: one main title followed, if required, by one sub-title. In
references, the division between main and subtitle is signified by a colon; on covers
it is indicated by spacing down one-half line and shifting to a lighter weight (and
sometimes a smaller size) of the same typeface. Also for purposes of clarity and
easy reference, one of the key words in the title should appear at the beginning or
as near it as feasible. Therefore, use vague phrases like "Report To Congress" and
"Guide To Federal Activities" in subtitles, not the main title.
Writing for Kids
Anyone preparing environmental education materials should obtain a copy of
Environmental Education Materials: Guidelines for Excellence, published by the
North American Association for Environmental Education (NAAEE). NAAEE is a
network of professionals and students from more than 50 countries around the
world.
The executive summary of this NAAEE publication stresses the following points:
Fairness and Accuracy - Materials should be fair and accurate in
describing environmental problems, issues and conditions and reflect
the diversity of perspectives on them. The material should reflect
sound theories and well-documented facts and present a balance of
differing views. Diversity should be emphasized and learners
encouraged to explore different perspectives.
Depth - Materials should foster awareness of the natural and built
environments, an understanding of environmental concepts,
conditions and issues, and an awareness of the feelings, values,
attitudes and perceptions at the heart of environmental issues, as
appropriate for different developmental levels.
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Emphasis on Skills Building - The materials should build lifelong
skills that enable learners to prevent and address environmental
problems.
Action Orientation -The
responsibility, encouraging
skills, and assessments
environmental problem solv
materials should promote civic
earners to use their knowledge, personal
of environmental issues; as a basis for
ng and action.
Instructional Soundness - Rely on instructional techniques that
create an effective learning environment. Offer different ways of
learning, including interdisciplinary techniques, and create activities
that allow learners to build from previous knowledge. Connect the
learners to their own everyday life experiences.
Usability - The materials should
clearly and engagingly writt m
have life spans extending bjsyond
accompanied by support
be well designed and easy to use,
m, adaptable for a range of situations,
one use or year, and should be
information for the instructor.
Hard copies of education guidelines can be ordered free through EPA's
Environmental Education Web site at www.epa.gov/enviroed/eepubsEPA.htm and
can be purchased, viewed, or downloaded from the North American Association for
Environmental Education's Web site at www.naaee.org/npeee/npeee.html.
Available materials are:
EE Materials: Guidelines for Excellence;
EE Materials: Guidelines for Excellence: The Workbook;
Excellence in EE: Guidelines for Learning (K-12);
Excellence in EE: Guidelines for Learning (K-12) Executive Summary and
Self Assessment Tool; and,
Guidelines for Excellence: The Initial Preparation of Environmental
Educators.
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What OPA LooKs For
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Appendix 4: Guidance for Web Products
Officers Designing a product for the Web involves many of the same considerations as
S,. xf « , ., ^ c-. s» designing any other type of product. Information must be written clearly and
**•* v "^ ' organized logically.
Training
Ooverrsmg Memoranda This Appendix provides guidance for creating attractive, informative Web Pages
that are easy to use. For specific requirements about how to abbreviate, capitalize,
etc., see,
Contents
ics apprp.gr{aejy.
Create useful home and "basic infoirn&iion pages.
More resources for Web development
Write for Your Audiences
Identify your audiences. You must define your target audiences. Ask yourself why
they need to read your Web page. Identify people who might be interested,
including those not directly affected. When you communicate a concern for your
readers' needs, they are more likely to be receptive to your message. To determine
how best to communicate your ideas and to whom, brainstorm with your co-
workers:
• Who are our audiences? "The general public" is too loose a definition.
• If you are targeting K-12 students or teachers, contact the Environmental
Education Web Workgroup for assistance and check its intranet site at
http://intranet.epa.aov/site/kids j|SHy for information and resources.
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• What specific information do we want to communicate to these audiences?
• How knowledgeable are these audiences on this subject? What do they
need or expect?
• How can we simplify Web content so these audiences can understand the
gist of the matter?
• Are we consistent with whalj EPA is saying elsewhere on this issue?
Use appropriate language. Choobe vocabulary, syntax and tone appropriate to
your audiences. You may need to write some information in several different ways
for various audiences.
Provide different amounts of detail on each subject. Think "bite, snack, and
meal." A bite is a headline, a snack is a short summary (write a specific summary
instead of copying the first few sentences of a longer document), and a meal is
everything EPA can offer on a subject. Home pages and other navigation pages
should provide bites and snacks to allow readers to decide whether they want the
full meal. To help people browse, meal pages should provide links to pages listing
other bites and snacks.
Be Credible
Your sources must be of sufficient breadth and depth to be credible. Is what
you are saying established fact, consensus, or working hypothesis? Present
evidence to back up your claim or explain the unknowns and variables. Cite the
source of any information quoted, or borrowed from a document, publication or
Website.
Clarity is also a sign of intellectual openness and integrity. Distinguish
between regulations and guidance, requirements and suggestions, command and
cooperation. Say clearly who is requiring what. Is your information from EPA or
other federal/state/local government sources?
Write Well
Organize text as carefully as you design layout:
Limit each paragraph to on£ idea.
Begin each paragraph with ja topic sentence.
Use no more than three or four sentences per paragraph.
Keep sentences short.
Use simple sentence structure.
Use the inverted pyramid. Journalists sell their content by bringing the conclusion
to the top of the story. Start with your conclusion and build down to the background
information. Include links to the details.
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Use plain language. "The best way to find ..." is much clearer than "the most
effective methodology for assessing the location of..." Even for more sophisticated
audiences, avoid needlessly verbose or flowery language (e.g., use "now" instead
of "at the present time"). If you write plainly, readers will:
• Focus on key information
» Believe you care about their needs and concerns
• Be more likely to understand what you want and to take appropriate action
Avoid jargon, define acronyms, abbreviations, and scientific terms. People just
entering your area of expertise don't know the special terms. Remember that
people jump into pages from search engines and may skip the first time you use an
acronym, so spell things out more often than just at the beginning.
Use active sentences. Government tends to use the passive voice, which sounds
bureaucratic. Using active sentences keeps your audience's attention and clearly
indicates who is responsible. For example, "it will be necessary to carry out this
protocol" doesn't say who has to do it as clearly as "companies operating regulated
equipment must carry out this protocol."
Use the writing guidelines in Augendjx.3.
Make Pages Easy to Scan
People read Web pages differently from paper publications; they're more likely to
scan for tidbits than read long passages. You can help make a page more
informative by helping readers scan.
Be concise. You have approximately eight to ten seconds to capture your readers'
interest. Avoiding wordy, jargon-filled sentences will help them grasp your message
quickly.
Use the standard EPA style sheet. Do not adjust font sizes; they are chosen to
enhance both readability and the amount of information presented on a single
screen. Avoid italics - they are hard to read on a typical monitor.
Dont present long sections of text as images. Each image requires another
download and the font size is not adjustable for people with poor vision.. In
addition, long text passages appearing as images require long alt tags.
Keep line lengths short. Keep text lines to 40 to 60 characters. Although the
standard look for EPA's pages expands horizontally to fill available screen space,
long lines are difficult to read. Force the text into shorter lines by putting it in a
single-cell table set to a maximum of 450 pixels wide.
Chunk your content. People are reluctant to scroll through long Web pages, so
• reduce word count by 50 percent when you edit print documents for the Web
• size each chunk to fit on a single screen with a meaningful heading
Use brief, meaningful headings and subheadings to break up your text.
People enter EPA's Web site from many different directions, particularly when using
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a search engine. Each page should begin with a page name that clearly reflects
that page. The EPA look and feel calls for this headline to be , the largest
header size. Similarly, each section should use a heading size appropriate to its
position in the page's logical hierarchy; subheadings should appear smaller than
main headings (use , , etc.). Finally, add an extra blank line before each
heading so it is visually associated with the text following it.
Use bullets and numbered lists tor three or more items. Consider the difference
in reading speed and ease of understanding between these examples:
Example 1:
EPA regulates water in many different forms: wetlands; drinking
water; ground water (such as aquifers); surface water of all kinds,
including lakes, ponds and Breams; and waste water.
Example 2:
EPA regulates water in many different forms:
wetlands
drinking water
ground water (such As aquifers)
surface water of all kinds, including lakes, ponds, and streams
waste water
Bullets and numbered lists are easier to read and scan, helping
people quickly locate relevant information. When the information is
buried, as in example 1, your audience may have to read it more than
once.
Highlight key words. Bolding key words helps your readers scan more efficiently.
However, don't bold long phrases because it simply makes reading more difficult,
while diffusing the importance of the key words. In general, avoid colored text
because visitors assume it is link tpxt. Never use blue text or purple text for
anything but links (and don't change the default link colors).
Make Links Work for the Reader
Use sidebar links to provide easy navigation to the parts of your Web area.
Each area of EPA's Web site is broken down into parts, and its sidebar links to
them. Within the sidebar.organize the links into logical groups.
Use EPA's standard link text when it exists. See the list of categories and link
text at epa.jgpvrtopicsJiManguafleMm.! (ID: epa, password: web).
Describe links using long enough text and avoid "click here." Research has
shown that the most effective links are 7-12 words long. Use link text that describes
the destination fully (e.g., "Acid Rain Progress Report" instead of "Acid Rain" or
"Report"). This helps both sighted Visitors focus on key words and people using
screen readers that can pull out lists of links (hearing "click here" repeatedly is
useless).
Make link text match the destination page. It is disorienting to click on a link and
find yourself on a page about a totally different subject. Match link text to the
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destination page's name. If you're using a local link within a page, match the link
text to the section's name.
Provide explicit URLs when appropriate. When presenting lists of related links,
use a description of the resource as the link text, but also provide the URL explicitly
(e.g., "2p.p2.Mc!.Bma.Pmgre.ss.Rep.ort
(http://www.epa.gov/airmarkets/cmprpt/arp02/index.html)"). Similarly, when
providing mailto: links, use the person's name as the link text, but also provide the
email address explicitly (e.g., "Jane Doe, doe.jane@epa.gov"). In both cases, this
format provides two benefits:
1. People using screen readers that scan a list of all link text on a page get
useful information
2. The information is useful as a printed reference.
In addition, providing the email address explicitly helps people who need to
manually copy the address into an email message; some browsers are not set up
to do so automatically.
Use links within text blocks judiciously. The eye is drawn to links because they
are a different color from regular text, which means they can distract from the
logical reading order. Consider placing links in a box, where they will be easy to
find without confusing the reader.
Group hyperlinks when you have a lot of them. Make these groups visually
distinct.
When linking to things people can do, use common terms. People think "I want
to complain," not "I want to file an incident report." Do usability testing to confirm
you have the best descriptions.
Make link paths sensible to random visitors, not subject experts. If there is a
logical progression, people will keep clicking, but few clicks are still better than
many. If people have to click more than four or five times in what seems a random
manner, they will give up. Don't bury the user in links to areas unrelated to their
current location. Conduct usability testing if possible.
Provide help for people who are just a little off target. People frequently jump to
a page that's almost right, but not quite. Help them with a list of closely related
topics. For example, on a page about hazardous waste, consider adding a section
like the following (link each item to an appropriate page):
Not quite what you needed? Try these:
• Household trash
• Throwing away paint and batteries
• Disposing of radioactive materials
• How to find nearby hazardous waste collection sites
Similarly, provide links to related government agencies.
Use categorical and alphabetical indices and site maps. These not only help
your visitor choose a link, they also help you organize information.
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Use Graphics Appropriately
Dont put graphics in the upper left corner of the content section. Reserve that
prime real estate for the key message of your page or vital navigation options. The
two screen shots below show how [many more links are visible with graphics to the
right. No content changes; only th^ graphic placement differs.
Dont use "splash" graphics. Large logos or banners on pages other than home
pages are not permitted under the standard look and feel. Even on an area's home
page, though, do not use large graphics that serve simply as "splashes" or as
program logos; they only push down the good content - the content that visitors
seek.
Graphics must serve an obvious purpose (e.g., provide information,
navigation, or visual organization). Don't add pictures just because they look
pretty. Don't repeat required text items (e.g., page names) using graphics.
Keep graphic file sizes and screen sizes small. Large file sizes make Web
pages load slowly, and graphics that occupy a lot of screen space push good
content down the page. As a guideline, try JPG images first at 60% qualify to
reduce file size. Within the context of the standard look and feel, informational
graphics (e.g., photos and charts) work well with a width of 200 pixels.
Use only GIF and JPEG files. Other formats (including PNG) require plug-ins in
many browsers.
Avoid icons. Studies have shown that even "obvious" icons aren't clear to many
people.
Avoid using animated graphics unless there is a clear educational benefit.
Most people find animation distracting, and it tends to obscure the serious purpose
of the page. However, pages aimed at kids may use them.
Create Useful Home and Basic Information Pages
Home page. Research shows that the home page's purpose is to provide a quick
introduction to a topic and lots of links, not detailed information. In addition,
research shows that people look in the main section of the page first; only if they
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find nothing useful there do they look at sidebars. In summary, the main section
should make it easy for people to decide where to go next. View a sample home
page.
The main section of the home page should provide the following brief information,
in this order:
• a definition of the area's topic
• a brief statement of the site's purpose or audience; if your intended audience
is not the general public, say so explicitly, so that visitors who are not part of
your intended audience don't waste their time navigating your site for the
information they want. Avoid organizational information like mission
statements, which belongs on the "about us" page.
• a brief description of what information is offered (optional)
• links to the most sought-after information: categories, specific tasks, sidebar
links (especially with more context), news items, etc.
The home page must not have a page name because it would be redundant with
the area name.
Graphics on the home page should be small -100-200 pixels wide - and should
clearly relate to the area subject. Put text in the upper left corner and right-align any
accompanying graphics. Note that OPA discourages program logos and all such
logos must be approved by OPA.
Basic information page. This page should answer background questions for
someone new to a subject. Consider the following outline:
• What's the issue?
• Why should people care?
• What is EPA doing about it? (present the whole picture - regulations,
partnerships, outreach, enforcement, research, grants)
• What are others (other federal agencies, states/counties etc., NGOs,
voluntary partnerships, etc.) doing about it?
• What can you (as a person or as an organization) do about it?
• Other resources to learn more (including non-EPA Web sites)
Since detailed answers to these questions will form the bulk of many Web areas,
simply provide one or two sentence answers with links to those details.
Use Web Best Practices
Follow the EPA look and feel standards. Standardized navigation lets visitors
learn how our site works once instead of repeatedly. The look reminds them that
they are in EPA territory, conveying credibility. Also follow all other EPA Web
Do not give credit to contractors on the Web site. Follow the guidelines in
Appendix 3 under the heading "Bsto&.an«.SM£ credits."
Use HTML or another plain text markup language (e.g., CFML, XML) or, if
appropriate, PDF. Use formats that require someone to purchase software (e.g.
Word, WordPerfect, Excel) on/yif the purpose is for the reader to download and
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Page 8 of9
edit the document (e.g., a form).
Follow Adobe Acrobat (PDF) format guidelines. For both creating and linking to
PDF documents, follow the EPA Web Guide.
Do not use javascript or other non-HTML code to create drop-down / slide-out
menus. Usability research has repeatedly shown that they confuse visitors. In
addition, they pose serious accessibility challenges. Instead, use normal links that
take people to a page that provides many link options or a normal HTML form with
a selection box.
Provide file information. When linking to files provided for downloading, provide
the following in addition to the title: file format, file size, and brief description (at a
minimum; it may be as long as appropriate). In addition, provide this information
even for HTML and other files to be viewed in a browser when they are bigger than
200K.
Divide your area into logical parts. Understand how the standard specification
works with areas and parts. Use this system to provide easy navigation.
Maintain links. Check Web pages bi-weekly to make sure your links are current.
People hate to find that the link they want to access is a dead duck. Make sure that
your links still connect to relevant content on every Web page and to viable external
Web pages.
Follow federal accessibility (section 508) requirements . It's good
public service because it's the right thing to do. It's also the law.
Acknowledgment: Communicators' Guide for Federal, State, Regional, and Local
Communicators, from the Federal Communicators Network's, was very helpful in
developing this guide. It is available at
Next Section: Appendix 5: Suggested Product Development and Review
Resources
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Bonnie Piper
Ron Slotkin
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Christine Dibble
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Print: Bonnie Piper, 202-
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Web: Christine Dibble,
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Bonnie Piper, 202-564-
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EPA Communications Product Development and Approval Guide ! Suggested Resources Page 2 of 3
GSA, Plain
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Network
EPA Office of
Environmental
Education
EPA
Environmental
Education
Web
Workgroup
Federal
Communicators
Network
National
Archives and
Records
Administration
EPA Office of
Environmental
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Accessibility
(Section 508)
Copyright
CENDIDTIC
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publications,
EO 12866
Assistance with
education
materials,
including
curricula
Environmental
Education
guidelines
Make materials
for kids,
students and
educators more
accessible as
well as
educationally
and
technologically
sound
Assist in
determining
which sites are
appropriate to
be included as
links from kids
and students
sites
Communicators
Guide
Executive
Orders
Internet
guidelines
Internet
guidelines
Copyright
guidelines
Publications
Drew Burnett
Federal
government
communications
"best practices"
General Index
CENDI is an
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EPA Communications | Product Development and Approval Guide | Suggested Resources Page 3 of 3
task group that
includes EPA
DTIC provides
information
mainly for the
Intelligence
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www.dtic.mil/dtic/
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Contact Us | Print Version Search: [
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Policy and Implementation Guide for
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Version: February 17, 2005 (revision history}
OPA w«b ream Bests Appendix 6: Other Guidance
Product Roview
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Advertising
EPA uses paid advertising to announce official public meetings, recruit employees,
and post required legal notices. In some cases, it is legally mandatory to announce
public meetings and other actions in public media. In addition, the Agency may use
paid public service announcements or messages.
Note the following guidelines:
• Federal agencies cannot use paid advertising to promote agency programs,
promote or stall legislative action, or encourage the public to attempt to
influence local, state, or federal elected officials, i.e., those with decision-
making authority.
• The Office of General Counsel must review all proposed paid advertising
campaigns.
• Any material prepared for use as paid advertising to reach the general
public-except for meeting announcements, personnel recruitment ads, and
other required matters-is a communications product and is subject to the
review process.
Illustrations
General guidelines ("illustrations" is used as shorthand for "photographs, line
drawings, and other illustrations"):
• Illustrations should amplify or add information to the text; they should
support or clarify the subject of the publication.
• Use illustrations of both natural and human environments, as appropriate,
• Remember that photographs of people are most effective when printed in
black ink.
• Avoid using illustrations simply to break up blocks of text: you may distract
the reader from your message.
* Don't make pictures so large that they overwhelm your text.
• Keep illustrations as simple and uncluttered as possible.
• Crop pictures to focus on the subject at hand and make them fit the space
available.
• Do not use offensive illustrations.
• Address diversity as appropriate for the target audience; when selecting
photos and other visual elements, show a range of ages, neighborhoods,
and ethnic, racial, and socio-economic backgrounds.
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EPA Communications | Product Development and Approval Guide Other Guidance
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Photographs of federal employees must show them "actually engaged in an act or
service related to their official duties." Further, no illustration shall "serve to
aggrandize" any individual. Therefore, unless a publication is specifically designed
to highlight employees (such as award ceremony programs), "mug-shots" of
division directors, branch chiefs, and other employees, supervisory or staff, are not
permitted in EPA publications. Lim ted use of photographs of political appointees,
especially with biographies, is acceptable.
Respect intellectual property rights:
• Be aware of copyright laws.
• Non-government photos, illustrations and Web images need authorization to
be reproduced.
• Credit the photographer, artist or source of the photograph or illustration.
• Copyrighted materials or thpse from other publications cannot be used
without written permission, fend may require payment of a fee. Normally
copyright owners will grant the agency publication rights or charge only a
nominal fee, since the use is by a government agency.
• See Appendix 5 for additional copyright guidelines.
When people are easily recognizable in a staged photograph (one not part of a
public event), obtain a release for permission to use their likenesses. In the case of
minors, a parent or legal guardian must approve. Suggested release language:
/ hereby give the U.S. Environmental Protection Agency (EPA)
permission to use (check applicable categories) photographs,
videotapes or motion pictures, sound recordings, taken or
recorded at the date and location described below, for non-profit
governmental purposes, including, but not limited, to environmental
education and awareness.
I understand that this permission includes, but is not limited to,
publication of this material by EPA or other governmental or non-profit
agencies in printed materials, television or radio broadcasts, or
Internet Web sites. I also understand that government publications
cannot be copyrighted and can be republished, adapted and used by
anyone without permission, even for some commercial adaptations.
I further understand that I will not be compensated for such use. (The
location and date of the event is needed along with signatures,
addresses, and telephone numbers.)
If possible, contract with experienced graphic artists, design professionals, and Web
developers to ensure a professional, cost-effective product. A good designer can
make a product that's aesthetically persuasive to the intended audience and still
save printing and production costs.
Printing
Authorized Organizations for Printing EPA Publications (EPA Printing Management
Circular 94-1) may print documents as follows:
OARM, Facilities Management and Services Division, Mail Management
Branch/Document Production Team - All EPA single-color printing jobs of fewer
than 60,000 impressions (single or multipage sheets printed in one cycle).
Government Printing Office (GPO) -
1. Single-color print jobs greater than 60,000 impressions;
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EPA Communications | Product Development and Approval Guide | Other Guidance Page 3 of 3
2. multicolor publications; and
3. all CD-ROM and computer floppy diskette production.
Although contractors may develop EPA publications, they may not provide any
printing services under the contract. Duplicating services are allowed (up to
specified quantities for draft and incidental copy needs under the contract), but not
for publishing final products for public distribution. Contractor-developed
publications are subject to the product development and approval process starting
at the concept stage.
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