Diffusi’s editorial principle
The aim of Diffusi is to create clear, engaging, informative and reliable content that does more than convey information: it helps readers understand a subject.
Diffusi content should be:
- clear — we explain specialist subjects in accessible language;
- credible — we base important claims on verifiable sources;
- engaging — we provide a story and context, rather than piling up facts;
- useful — readers should learn something they did not know before;
- independent — editorial content must not be directed by advertising or commercial interests;
- current — in rapidly changing fields, we always strive to use the latest information.
Advertising and editorial content
A clear distinction must be made between paid content and editorial content.
Sponsored content must be clearly identified for readers.
Sponsorship must not automatically result in a positive assessment.
Principle:
Funding a publication does not buy its editorial opinion.
AI-generated content
Artificial intelligence may be used for:
- preparing research;
- brainstorming;
- developing a structure;
- organising background material;
- language editing;
- producing a first draft.
However, AI-generated content must not be published automatically.
Every item created with AI must be checked by a human editor.
Particular attention must be paid to:
- names;
- dates;
- figures;
- prices;
- technical specifications;
- quotations;
- sources;
- conclusions.
Principle:
AI can be an editorial tool, but it cannot replace the editor.
Use of images
Images must contribute to the content.
Preference should be given to:
- our own photographs;
- official press images;
- appropriately licensed images;
- original graphics;
- informative diagrams.
An image should not be purely decorative: wherever possible, it should relate directly to the subject of the article.
What Diffusi does not do
Diffusi does not:
- deliberately create clickbait headlines;
- present unverified rumours as facts;
- copy entire articles;
- use artificially generated quotations;
- manipulate product tests;
- conceal sponsored content;
- exaggerate product capabilities;
- use SEO at the expense of the reader’s experience;
- publish simply to “have a new article”.
Diffusi’s editorial philosophy
Diffusi’s most important editorial principle, in brief:
We do not write to fill a page. We write so that readers leave with more than they arrived with.
A good Diffusi article is not necessarily the longest, the most spectacular or the most shareable.
A good Diffusi article is useful, credible, clear and memorable.
This should be the shared standard for everything our editorial team publishes.