Embargo & Usage Guidelines

For Media & Journalists

MEDIA USAGE RIGHTS

What You Can Use

Standard Attribution Format

Written Articles:

"According to data from DementiaCareChoices.com…"

"DementiaCareChoices.com founder David White says…"

"Source: DementiaCareChoices.com analysis of 5,493 care homes"

Broadcast/Video:

On-screen text: "Source: DementiaCareChoices.com"

Voice-over: "…according to DementiaCareChoices.com"

Images/Graphics:

Caption or credit line: "Image: DementiaCareChoices.com"

For infographics: "Data visualization: DementiaCareChoices.com"

WHAT REQUIRES PERMISSION

Please Contact Us First For:

• Extensive content reproduction – Using substantial portions of our content (we usually grant permission, but please ask)
• Founder photos outside editorial context – Commercial use, advertising, or non-news contexts
• Commercial use of any assets – Any use for commercial purposes or promotional materials
• Logo modifications – Changing colors, proportions, or adding effects to our logo
• Data repackaging – Creating derivative datasets or products based on our data
• Exclusive arrangements – First-access agreements or exclusive data partnerships

Request Permission:
Email: [emailprotected]
Subject Line: "Permission Request: [Describe Use]"
Response Time: Within 24 hours (usually granted)

EMBARGO POLICY

Overview

We occasionally provide early access to data releases, new features, reports, or major announcements under embargo to give journalists time to prepare comprehensive stories.

How Embargoes Work

1. Clearly Marked: All embargoed materials are marked "EMBARGOED UNTIL [DATE/TIME]" at the top
2. Honor System: We trust journalists to honor embargoes
3. Time Zone: All embargo times in GMT/BST (UK time) unless otherwise specified
4. Release: Embargo lifts at specified date/time, after which publication is unrestricted

What We Embargo

• Quarterly data reports – New analysis and insights (embargoed 3-7 days in advance)
• Major platform features – New product launches (embargoed 5-10 days in advance)
• Special research projects – Deep-dive analysis on specific topics (embargoed 7-14 days in advance)
• Partnership announcements – Significant collaborations (embargoed 3-5 days in advance)

Embargo List

Join the Embargo List:

To receive early access to embargoed materials, email: [emailprotected] with:

• Your name and outlet
• Email address for embargo materials
• Types of stories you cover
• Subject line: "Add to Embargo List"

If an Embargo is Broken

By Another Outlet:

• You are immediately released from the embargo
• We will notify all embargo list members
• You may publish immediately

If You Break an Embargo:

• Removal from future embargo lists
• No advance access to materials
• Continued access to all public materials

We understand honest mistakes happen. If you accidentally publish early, please notify us immediately: [emailprotected]

FACT-CHECKING

Pre-Publication Review

We're happy to review quotes, statistics, or technical descriptions for accuracy before publication.

Send Fact-Check Requests to:
Email: [emailprotected]
Response Time: Within 2 hours during business hours (9am-6pm GMT)

What We Check

Our Approach to Fact-Checking

• We correct factual errors: "Our database has 5,493 homes, not 5,400"
• We don't request editorial changes: Opinion and analysis are yours
• We don't require article approval: Publication decisions are yours
• We don't restrict critical coverage: Fair criticism is welcomed
• We respond quickly: We know you're on deadline

CORRECTIONS POLICY

If We Made an Error

If we provided incorrect information, data, or quotes:

1. Immediate notification: We contact you within 1 hour of discovery
2. Corrected information provided: With full explanation of the error
3. Assistance with correction: We help draft corrections if needed
4. Public acknowledgment: If warranted, we'll issue a public correction

Report Errors We Provided:
Email: [emailprotected]
Phone: +44 (0)746 3640853

If You Need a Correction from Us

We monitor coverage and will request corrections if significantly misrepresented. We understand the difference between:

• Factual errors – Wrong numbers, misquotes, incorrect attribution (we'll request correction)
• Disagreement – Different interpretation or analysis (we won't request correction)
• Incomplete context – Missing nuance (we may offer additional information for future pieces)

How We Request Corrections:

1. Direct email to journalist/editor
2. Specific identification of error
3. Correct information provided
4. Respectful tone, understanding of pressures

INTERVIEW RECORDING POLICY

Audio/Video Recording

Our Policy:

• You may record interviews: Audio or video, please ask but we virtually always say yes
• We sometimes record too: For our records, we'll tell you if we are
• Transcripts available: On request for major interviews
• Off-the-record respected: If we say something is off-the-record, it means it

On-the-Record vs Off-the-Record

Default Assumption: Everything is on-the-record unless explicitly stated otherwise BEFORE the comment is made.

FOLLOW-UP STORY IDEAS

Ongoing Series Potential

We provide regular opportunities for follow-up coverage:

Quarterly Data Reports

• Q1 2026 Care Home Trends – April 2026
• Q2 2026 Update – July 2026
• New data every quarter
• Embargo access available (apply to embargo list)

Journey Stage Deep-Dives

• Individual articles on each of six stages
• Stage-specific data and insights
• Case studies and family stories
• We can provide custom data cuts

Regional Analysis

• Performance by region, city, county
• Custom data for local coverage
• Highest/lowest rated by area
• Regional variations and trends

Expert Interview Connections

We can connect you with:

• Dementia care solicitors
• Financial advisors specializing in care funding
• Families at various journey stages (privacy protected)
• Care home operators (high-rated, willing to discuss quality)
• Healthcare professionals specializing in dementia

PRESS NOTES NEWSLETTER

Monthly Updates for Media

"Press Notes" Newsletter includes:

• New platform features and updates
• Latest data insights and trends
• Story ideas and angles
• Embargo notifications and advance access
• Interview availability and topics
• Upcoming events and announcements

Frequency: Monthly (first Tuesday of each month)

Subscribe:
Email: [emailprotected]
Subject: "Subscribe to Press Notes"
Include: Your name, outlet, coverage area

EXCLUSIVES & PARTNERSHIPS

Exclusive Story Opportunities

For major investigative pieces or documentary coverage, we can offer:

• First-access to new data: Before public release
• Custom data analysis: Tailored to your story angle
• Extended interview access: Multiple sessions, depth
• Family story connections: Introduction to willing participants
• Behind-the-scenes access: Platform development, data analysis process

Requirements for Exclusives:

• Substantial coverage (feature-length or documentary)
• Agreed publication/air date
• Editorial independence maintained
• Fair and accurate representation

Discuss Exclusive Opportunities:
Email: [emailprotected]

SOCIAL MEDIA POLICY

Sharing and Tagging

Please Tag Us:

• Twitter/X: @DementiaCareCh
• LinkedIn: @DementiaCareChoices
• Facebook: @DementiaCareChoices

Hashtags We Monitor:

• #DementiaCare
• #CareHomes
• #DementiaSupport
• #DementiaCareChoices

Sharing Our Content:

• Feel free to share press releases, data, graphics
• Tag us so we can amplify
• We'll retweet/share quality coverage
• Use our assets from the media kit

COMPLAINTS & DISPUTES

If You're Unhappy with Something We've Done or Said

We want to maintain good relationships with media. If there's an issue:

1. Contact us directly: [emailprotected]
2. Explain the concern: Specific issue and why it matters
3. We'll respond within 24 hours
4. Work toward resolution: Find mutually acceptable solution

If We're Unhappy with Coverage

We will contact you if:

• Significant factual errors that mislead readers
• Misquotes or misattribution
• Misrepresentation of our independence or business model

We will NOT contact you about:

• Critical analysis or negative opinions
• Including competitor perspectives
• Headline choices (unless factually wrong)
• Editorial decisions about coverage level

CONTACT INFORMATION

Press Inquiries

Business Hours

Monday-Friday, 9am-6pm GMT/BST
Weekend/Evening: Emergency contact available for breaking news

THANK YOU

We appreciate your interest in DementiaCareChoices.com and your commitment to quality journalism. Our goal is to make your job easier while maintaining the highest standards of accuracy and transparency.

Questions about these guidelines?
Email: [emailprotected]

Last Updated: 20 January 2026

These guidelines are reviewed and updated quarterly. Current version always available at: Dementiacarechoices.com/press/embargo-usage-guidelines/