News selection criteria

• Contribution to the strategic goals of Vrije Universiteit Amsterdam (VU Amsterdam).
• Social relevance.
• Current events in society.

Purpose and audience

• Purpose: To inform about VU research or to interpret research findings.
• Audience: General public – avoid academic jargon and bureaucratic language.
• Focus: What was discovered, why it matters, and for whom.

Structure of the news item

1. Headline: Clearly state the core of the news – short, powerful, and informative.
2. Introduction (Lead): Answer the 5 W’s and H – Who, What, Where, When, Why, and How. Max 40 words; should be readable on its own.
    Note: The intro on VU.nl may contain up to 350 characters.
3. Main body: Provide context, background, and quotes from the researchers involved.
4. Conclusion: Include a call to action or a reference for more information.
5. Use an inverted pyramid structure: Place the most important information at the top.
6. Length: Max 450 words including intro. For VU.nl, the maximum is 250 words.

Style and tone

• Use an active voice: Avoid passive constructions, auxiliary verbs, and noun-heavy styles.
• Write clearly and concisely: Use short sentences, clear paragraphs, and engaging subheadings.
• Introduce people with their role (content-based, not academic) and name at first mention. Avoid titles (e.g., Dr., Prof.) in the main text.
• Avoid jargon and abbreviations: Write in accessible language. Write out any abbreviations in full first.
• Write timelessly: Avoid terms like "yesterday"; use specific dates or timeless expressions.
• Write from the reader’s perspective, not from that of a faculty or department.

Links and visuals

• Use meaningful link text (e.g., “More about the climate change research”).
• Images must be sharp, appealing, and relevant to the news content. If no suitable image is available, leave it out rather than using a poor one.
• Do not use logos as images.

Checks and feedback

• Fact-check: Verify names, dates, figures.
• Language check: Ensure style and grammar follow het Groene Boekje (official Dutch spelling guide).
• Feedback: Always have the article reviewed by a Communications & Marketing (C&M) colleague.
• Style and name VU Amsterdam: Follow VU’s official corporate identity rules and naming guidelines.

Other considerations

• Always include a link to the publication.
• Ensure the researcher’s (Pure) profile page is updated with their expertise and current research.
• Contact details: Make sure VU press office has the relevant mobile numbers.
• Media appearances ≠ news articles: These belong under “VU in the Media.”
• For awards/grants: Emphasize societal impact rather than the monetary amount.
• For appointments: Focus on the content and societal relevance of the academic role, not the resume.