Writing Style

When writing for the media pages, please keep in mind that this section of Visitnorway is for journalists. The text should give good reasons to write about a particular topic, thus presenting it in an interesting and credible way and pinpointing angles journalists can use as selling points to their own editor. Download Writer’s guidelines for the media pages.

Writing style

Writers should maintain a direct tone of voice. The texts should be genuine and informative.  No place or activity is “perfect for everyone no matter who you are”. Please keep in mind that the articles are written for journalists, not tourists and hence limit the use of pronouns (you etc.)

Right: Due to the city’s vibrant nightlife and the ever increasing number of cafes and bars, Tromsø lives up to its nickname “Paris of the north”.

Wrong: In Tromsø you can enjoy the city’s vibrant nightlife at some of the ever increasing number of cafes and bars

Please make sure that your writing style is adapted for the Internet, with short, active sentences. Articles should be structured with the most important information coming first. Present one point in each sentence, and one topic in each paragraph.  Headlines and intro texts should be adapted for search engines (SEO). This means using keywords journalists might use in search. Also make sure the intro reflects the content.  A search engine will also see the missing link between the title and the content itself and the page will rank lower because of this.


The length of the articles may vary, but an article should not exceed 1,500 words.

See Spelling for more more rules and download the WRITER’S GUIDELINES FOR MEDIA PAGES and the EDITOR’S GUIDELINES MEDIA PAGES.