LGC Sponsored Projects: the Production Process and Editorial Content

LGC sponsored projects: the production process and editorial content

LGC produces supplements and other projects (such as round tables and surveys) that are sponsored by external organisations. These explore issues that are important for senior local government decision makers and the development of the sector and complement our editorial coverage.

It is very important to LGC and our sponsors that these projects are of interest to readers, so topics are carefully developed in partnership between the sponsor and the editorial team to ensure that they are in line with the editorial priorities of LGC.

The process for developing LGC’s sponsored projects, set out below, is designed to meet the needs of readers and sponsors in line with the editorial independence on which LGC’s reputation is founded.

Guiding principles

Projects should satisfy the needs of readers, LGC editorial and sponsors.
Where projects are commercially-led (ie topic ideas originate from the sponsor or LGC’s commercial team)LGC’s editorial team provides advice and feedback to ensure readers’ needs are met.
LGC undertakes to produce copy that is engaging, credible and balanced, adhering to the normal editorial standards. Writers are informed that they are working on a sponsored project and that their editorial judgement should not be affected. It is the job of the commissioning editor to ensure that copy produced is of the high quality that readers expect from LGC .
This is achieved by producing a clear brief to meet the needs of all parties. The sponsor is free to suggest angles, information for inclusion and interviewees for consideration by the commissioning editor. The final brief will include the areas of interest agreed with the sponsor and any points the commissioning editor feels should be included, bearing in mind LGC’s editorial priorities and values.
Articles are written independently in an accurate, balancing and engaging way and to a high standard. This may involve the inclusion of dissenting voices.
The sponsor is given the opportunity to read a proof before press deadline (in accordance with specific processes set out below) to check for factual inaccuracies and that the brief has been followed.
All sponsored projects will be clearly marked so that it is clear to readers: who sponsored the project, how they were involved, and how the copy was produced. These guidelines will be publically available, in the interests of transparency. This information will be included in a box-out, usually in the top right corner of the page, as per LGC’s usual style.
Specific guidance follows below for different types of project.

‘Solus’ sponsored Supplement

The supplement is sponsored by a single sponsor.

The sponsor discusses the topic with the LGC commissioning editor, who advises on refinementsand produces a brief. The brief will include the areas of interest agreed with the sponsor and any points the commissioning editor feels should be included, bearing in mind LGC’s editorial priorities and values. The brief is agreed with the sponsor.

The commissioning editor will commission journalists and/or sector experts to write the content.
Articles will be independently written up, to a high standard according to the brief.
Articles will be clearly marked so that it is clear to readers: who sponsored the project, how they were involved, and how the copy was produced.
A proof will be sent to the sponsor to check for factual inaccuracies and to check against the brief. The commissioning editor will make other changes only if necessary to improve the editorial quality.
A final courtesy proof will be sent to the sponsor before going to press.

Supplement chapter sponsorship

LGC’s chapter model allows sponsors to adopt a specific chapter topic within a supplement. Each chapter is broken down as follows:

Foreword: This sits at the front of the chapter and its purpose is to introduce the topic and set it in context. The foreword is written and provided by the sponsor. It is an opportunity to be associated with the topic and to showcase the knowledge and insight of the author.
Expert authored piece: This is written by a local authority senior figure with an interest in the topic area. It is commissioned by the LGC editorial team and is written and edited independently.The piece may be ghost-written on behalf of a contributor. Where appropriate, the piece may be written by a journalist.
Case studies: One or more case studies suggested by the sponsor; commissioned by the LGC editorial team and written independently. The sponsor may request to run an advert in place of case studies.

The process is as follows:

Chapter topics are offered by the LGC editorial team; sponsors may take one of the topics offered or suggest an alternative. If an alternative is suggested, the LGC editorial team will judge whether it is suitable and may suggest a refinement.
LGC’s commissioning editor will discuss with the sponsor the production process and the guidelines and LGC’s values. The commissioning editor will also discuss the foreword with the sponsor and, if required, advise on the angle, content or style.
The sponsor may suggest a senior local government figure to write the expert authored piece. The final decision will be made by the commissioning editor, bearing in mind the make-up of the rest of the supplement (eg the desire to represent a broad geographical spread and different types of council). The commissioning editor will commission and liaise with the expert author.
The commissioning editor will discuss case studies with the sponsor if required. The sponsor will suggest case studies; the commissioning editor may advise. The commissioning editor will commission a journalist to write the case studies.
The commissioning editor will provide a proof of the foreword and the case studies so that the sponsor can highlight any factual inaccuracies. The commissioning editor will make other changes only if necessary to improve the editorial quality.
A final courtesy proof will be sent to the sponsor before going to press.

Round table

The topic is suggested by the sponsor or the LGC commercial team. It is discussed and refined with the LGC commissioning editor, who produces a brief of the topic and angle.
The preferred panel is agreed by the sponsor and commissioning editor and panellists are invited by the LGC editorial team. Invites include details of the brief and a summary of the sponsorship details.
The round table will be chaired by a senior member of the LGC editorial team. At the end of the session, the commissioning editor will discuss the issues arising from the round table with the sponsor, who may raise particular areas of interest. The commissioning editor will then write a short brief setting out the topics agreed with the sponsor and other areas of editorial interest. This will be circulated to the sponsor. If necessary, a discussion will follow and the commissioning editor may make refinements if s/he thinks it appropriate.
The report will be independently written up, based solely on the round table discussion but focusing specifically on the topics set out in the brief.
If agreed at the outset, the sponsor may provide a sponsored column to run alongside the write up, commenting on the issues arising from the debate. This will be an objective piece and will be marked with the sponsor’s logo. The article should reflect on the discussion and may address questions such as ‘what does this mean for the future’, ‘what should readers do next’. The commissioning editor may provide direction, edit the piece and/or request improvements.
A proof will be sent to the sponsor to check for factual inaccuracies and to check against the brief. The commissioning editor will make other changes only if necessary to improve the editorial quality.

Survey

The topic is suggested by the sponsor or the LGC commercial team. It is discussed and refined with the LGC commissioning editor.The questions aresuggested and agreed in partnership between the sponsor and the commissioning editor. Target respondents and timing are also agreed, and expected response rate discussed.
LGC invites the target group to take part in the survey, making clear the sponsorship relationship.
The sponsor may also promote the survey to target respondents, if relevant.
The commissioning editor compiles the results and sends these to the sponsor. The commissioning editor and sponsor discuss the results. The sponsor is free to raise any specific areas of interest. The commissioning editor capture these agreed areas and any other points s/he thinks editorially relevant in a brief. This is shared with the sponsor.
If agreed at the outset, the sponsor may provide a comment piece analysing the survey results the appear next to the report of the results. This piece would be objectively written, and marked with the sponsor’s logo. The commissioning editor may provide direction, edit the piece and/or request improvements.
The report will be independently written up, based on the survey findings and focusing specifically on the topics set out in the brief. Reaction may be sought from respondents or industry experts, as set out in the brief.
A proof will be sent to the sponsor to check for factual inaccuracies and to check against the brief. The commissioning editor will make other changes only if necessary to improve the editorial quality.
A final courtesy proof will be sent to the sponsor before going to press.