What this means for your practice
Create a shared approved fact sheet and channel-specific versions that retain essential qualifications. Tie each version to the same maintained destination.
An example to discuss with your team
Compare every announcement against the fact sheet after shortening. Confirm the smallest format still gives a materially accurate impression.
What to discuss with your agency
Compare the shortest announcement with the source facts. Does it still give an accurate impression of availability and the next step? Ask the agency to show email, social and website versions together before release. That makes contradictory wording easier to spot than reviewing each in isolation.
Put the brief into practice
Prepare one approved set of service facts before adapting the announcement into different formats. Mark the qualifications and next-step information that must remain in every version. A short social post can omit background detail, but it should not imply wider availability than the full page supports. Ask the agency to compare the channel versions together with their destinations, rather than review each separately on different days. Check the smallest or most abbreviated version carefully, including any image text.
Keep the shared source page maintained so readers who need detail can find it. Give later changes an owner across the announcement set, including scheduled messages that have not yet been published. Record the final approved versions so an old draft is not reused accidentally. Consistency does not require identical wording everywhere; it requires that people receive a materially accurate understanding of the service and the action available, regardless of the channel through which they first encounter it.
How to check the result
Measure inconsistencies found between channel versions before release.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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