How to Make Press Releases Accessible

 

 

Accessibility is an essential aspect of modern PR; it's critical for reach, usability and compliance. By integrating accessibility standards into your workflow, you can ensure the integrity of each release as it's republished across websites and news platforms. This guide provides a checklist to help your organization write and publish accessible press releases.

Why Accessibility Matters in Press Distribution

Accessible press releases are usable for a broad range of people. They can expand your reach significantly; in the United States alone, 28.7% of adults have at least one type of disability. By removing the barriers that could prevent people with disabilities from accessing your news releases, you can get your message in front of a wider audience.

Given the nature of PR, it's essential to make press releases accessible from the start. Releases are often republished across a range of platforms, and if they're not accessible, it can amplify usability issues down the line.

In addition to the practical benefits, accessibility is one way to demonstrate your organization's commitment to inclusion and social responsibility. Consistently applying a standard such as Web Content Accessibility Guidelines (WCAG) can help you build trust, brand loyalty and a positive reputation.

Text Accessibility Best Practices

People with disabilities often use screen readers, screen magnifiers and keyboard shortcuts to navigate web content. The way you write and format your press releases can affect how these devices operate.

Use these strategies to make the text more accessible:

  • Create structure: Instead of bold text, use HTML tags for section headers, paragraphs, lists and links to create a logical structure for the piece. This makes it easier for people who use screen readers to scan the page and navigate between sections.
  • Make information scannable: Use short paragraphs that start with key information. Where possible, use bulleted lists to break up large sections of text.
  • Use plain language: Choose simple words and avoid jargon to make information more accessible. It's also a good idea to spell out acronyms on the first usage.
  • Write clear link text: When adding a hyperlink, use anchor text that concisely and accurately describes the linked web page. Instead of "click here," you might say, "learn more about Organization X's business strategy." Identify links with styles that are different from the rest of the text, such as underlining.

Multimedia Accessibility Checklist

Photos, graphics and videos are important for engaging press releases but are common stumbling points for accessibility. Small adjustments can make multimedia elements more usable for people with visual or hearing impairments.

Here are some tips on how to create an accessible multimedia press release:

  • Use video captions: Clear captions ensure every user can understand the content. If the video includes multiple speakers, edit the captions to identify who's speaking. Note in the captions when music or sound effects are playing. Don't rely on automatic captions; you may need to edit the text for accuracy and clarity.
  • Provide video controls: Choose video players with clearly labeled controls to allow users to stop the motion on the screen. Avoid autoplay and looping GIFs.
  • Provide audio transcripts: When including a podcast, radio spot or other audio asset, add a comprehensive transcript.
  • Add alt text for still images and graphics: Your alt text should concisely explain what the image is communicating. If the image or graphic contains words, include them in the alt text.
  • Label data visualizations: Add titles and captions to graphs and tables to communicate the overall purpose. Make sure to label individual sections or data points.
  • Use accessible design patterns: A clear visual hierarchy is essential for accessible multimedia content. Use familiar icons when possible and avoid flashing and strobing images.

Formatting and Color Considerations

The way you format a press release can affect accessibility. For example, low-contrast header text may be challenging for people with visual impairments.

Use these formatting best practices to increase usability:

  • Increase contrast: High-contrast text and colors are easier to read for people with limited vision. According to the WCAG press release guidelines, the contrast ratio should be at least 4.5:1. That means the text is at least 4.5 times brighter than the background. Large-scale text should have a minimum contrast ratio of 3:1.
  • Don't use color alone: Instead of relying on color alone to communicate information, include labels for people who can't perceive different colors.
  • Choose legible fonts and text sizes: For legibility, use sans serif fonts in a minimum size of 16 pt.
  • Avoid image-only communication: Don't put key information in an image alone; make sure to include important details in the text. This helps reduce miscommunications when an image interacts poorly with screen-reading technology or gets lost in the republishing process.

If you're including attachments with a press release, they should follow standard accessibility guidelines. Try to maintain the original format to preserve accessibility features rather than converting attachments to another format. Pay close attention to PDFs, which can cause problems with screen readers. To increase usability, use tags to denote headers, paragraphs, lists and links and add alt text for all visual elements.

When using press release distribution networks, you might not have control over the display and formatting. Check with your partner networks about their accessibility practices.

Every image published on PR Newswire’s sites includes alt text as a baseline, even when clients don’t supply it. Video captions are supported for YouTube content, and a closed captioning solution for PR Newswire-hosted videos is currently in the works.

Building Accessibility Into the Workflow

If your organization is new to accessibility, it can take time to integrate best practices into your workflow. Consider incorporating a pre-distribution quality check; reviewers or editors can run through a simple checklist to make sure each release is compliant.

Here's a sample press release accessibility checklist:

  • Tags for headers, paragraphs, lists and links
  • Descriptive link anchor text
  • Plain language
  • Short paragraphs
  • High-contrast text and colors
  • Color indicators paired with text
  • Legible fonts
  • Alt text for images and graphics
  • Accurate video captions
  • Labeled tables and charts
  • Transcripts for audio assets
  • Player controls to stop moving content
  • Minimal flashing

Once you implement accessibility standards, it's helpful to add an accessibility statement. Explain what accessibility standard you're using (such as WCAG) and explain any parts of the press release that may not be accessible. Be specific about the limitations and provide an alternative way for people to get the information.

It's also helpful to tell users how to contact your organization with feedback. Accessibility is an ongoing process, and by seeking input, you can continue to improve and evolve.

Accommodating Your Audience

Investing in accessible press releases and implementing a standardized press release accessibility checklist helps improve usability, engagement and comprehension. Accessibility can also increase distribution longevity and boost your brand's visibility over the long term. By revamping your workflow and making accessibility a component of your press releases, you can ensure that your organization's news items are available to everyone.