This editorial policy sets out the standards we follow at Brainchild when creating and publishing content on our website, social media, and any channel that carries our brand. 

It’s here so our audience, clients, and collaborators can see how we define credible, trustworthy, and brand-aligned content—and what we do to protect it. 

 

1. Purpose 

 This policy exists to keep our content credible - and our credibility intact. It’s how we stay accountable to the standards we set. 

 

"Content" means anything we put out into the world: articles, videos, photography, audio, social posts, data visualisations, newsletters, interactive tools, or anything else wearing our brand. We believe credibility isn't something you claim. It's something you prove. This policy helps us do that every time we publish. 

 

2. Scope 

This policy applies to all content published by Brainchild on our own channels and shapes how we approach content created for clients. When working with clients, we advocate for these standards (especially around accuracy, attribution, and ethical use of AI), even if the final publishing decisions rest with them.  

 

We don’t apply a one-size-fits-all model. Each of our clients’ have their own brand voice, and communication style which we’ll ensure always shines through in the work we create for them. Our job is to bring clarity and rigour without flattening personality. 

 

We also encourage and support our clients to develop their own editorial policies, which we adhere to when producing and publishing content on their behalf.  

 

3. Voice and tone 

When we speak on behalf of Brainchild, our voice is plainspoken with teeth. 

• We talk like people, not press releases. 

• We explain things clearly, not condescendingly. 

• We skip jargon, buzzwords, and corporate filler. 

• We adapt tone for context, but our personality doesn’t vanish in the process. 

• Instead of “We are delighted to announce,” you’ll get “It’s live. It works. Here’s why it matters.” 

 

When we create content on behalf of clients, we speak in the tone of our clients (and adhere to their editorial policies too). 

 

4. Balance and bias 

We don’t claim neutrality, and we don’t apologise for having a point of view. As a PR agency offering PR, marketing and communications services, we advocate for this work and the value it brings to our businesses and brands.  

 

We also advocate for the value of a great agency-client relationship because we believe in it. That’s our lens. 

 

What we won’t do: 

• Pretend our promotional content is editorial when it’s not. 

• Smuggle in opinions dressed as facts. 

• Pretend to be objective when we’re not. 

 

We’ll tell you when something’s our perspective, when we have a stake in it, and when the answer isn’t black and white. Acceptable bias includes opinions and values. What’s not okay: misrepresentation, spin, or hiding vested interests. 

 

We don’t publish misinformation, disinformation, or AI-generated hallucinations. We vet sources, check context, and never pass off speculation as fact. 

 

5. Fact-checking and sourcing 

Publishing something wrong is worse than saying nothing at all. 

• We verify facts and figures before publishing. 

• We use primary sources wherever possible, such as official reports, research, or direct quotes. 

• We cite or link to all sources of statistics or third-party information. 

• We don’t copy others’ work or pass off ideas without attribution. 

• If we get it wrong, we fix it fast - clearly and publicly. 

 

When covering sensitive issues (e.g. legal, health, financial, cultural, or crisis-related topics) we are extra careful. That means slower approvals, external advice if needed, clearer disclaimers, and ensuring we’ve checked both the facts and the context. We’d rather be late than careless. 

 

6. Copyright and ownership 

We respect intellectual property and: 

• Only publish content we own or have the right to use. 

• Credit third parties when referencing their work. 

• Avoid unlicensed use of photography, illustrations, music, or design assets. 

• Never publish AI-generated content without significant human input, editing, and judgment. As of now, that’s what ensures the final work is considered ours under current IP advice - but we’ll adapt if the laws change. 

 

7. Use of Artificial Intelligence (AI) 

We use AI to speed up the boring bits, not to replace good thinking. 

• Every word gets human review. Every fact gets verified. 

• We don’t label every AI-assisted sentence. Instead, we’re transparent about our overall approach - right here. 

• If something goes live untouched by a human in any editorially meaningful way, we’ll label it. 

• If we publish visuals - like images or videos - that were fully created using AI, we label them clearly. For now, this feels like the most honest and practical step while standards are still evolving. 

• We never use AI to fake reviews or invent quotes. 

• If we use an AI avatar, we are upfront about it. 

• We don’t use AI-generated people, voices, or avatars without making it crystal clear. If it could be mistaken for real, we label it. 

 

We recognise AI comes with bias. We check for it, and we correct it. 

And yes, AI helped with this policy - but our humans ripped it to pieces and rebuilt it before it went live. 

 

8. Ethics, transparency and disclosures 

We don’t hide the ball. 

• We declare commercial interests, conflicts, and client affiliations. 

• We label opinion, promotional, and sponsored content. 

• Covering sensitive topics? Discussing legal, health, or financial matters? You’ll see disclaimers. 

• We respect privacy - we don’t publish identifying details without consent. 

• We follow the PRINZ Code of Ethics (and go beyond it when needed). 

 

We earn trust by being upfront, not just correct. 

 

9. Accessibility and inclusion 

Culturally, we might not be the most diverse team, but we do consider ourselves diverse thinkers. We believe good content should be for more than just some people. We also know we’re not trying to be everything to everyone. We have a point of view, a personality, and a way of communicating that won’t be for everyone - and that’s by design. Inclusion doesn’t mean being beige. 

• We write in plain English. 

• We check for bias, stereotypes, and blind spots - and ask others to challenge us. 

• We’re intentional about the language and imagery we use. 

• We make our content scannable, legible, and screen-reader-friendly. 

• We’re learning. And we welcome feedback from people who spot what we’ve missed. 

 

10. Review and accountability 

We review this policy regularly and update our practices as needed. Our internal team is responsible for: 

• Reviewing content before it’s published. 

• Making sure our policies on AI, sourcing, and disclosure are followed. 

• Correcting mistakes quickly and transparently, including updating, annotating, or retracting if needed. 

 

11. Contributor and user content 

We sometimes publish content from external voices - including collaborators, partners, or community members. 

• We make the source clear. 

• We may edit for clarity, fit, or formatting - but we won’t distort meaning. 

• If quotes are lightly edited for clarity or brevity, we’ll say so. 

• If the content is based on user input or contributions, we’ll disclose that. 

 

If we’ve missed the mark, we want to hear about it. Please contact us at hello@brainchild.co.nz  

 

If you need help with your editorial policy, email hello@brainchild.co.nz We’d love to help your brand.