Skip to content

CCS communication standards

Unified standards for press offices of government bodies of the Republic of Kazakhstan

CCS

1. Press release structure

A standard press release consists of six required blocks. Use the inverted pyramid principle and place facts in descending order of importance.

Headline
No more than 120 characters · No full stop at the end
The ministry allocated 5 billion tenge for schools
Lead
1–2 sentences · Answers who, what, when and where
The Ministry of Education allocated 5 billion tenge for modern equipment for 3,200 schools nationwide, with deliveries starting on September 1, 2026.
Body
3–5 paragraphs · Facts arranged in descending order of importance
Quote
Direct speech from an official · 2–3 sentences · use angle quotes
«This investment is needed to ensure that every child has equal access to quality education», – said {{ minister name }}.
Background
Context about the institution · 2–3 sentences
Contacts
Press office contacts: name, phone, email

2. Language standards

Readability

Keep the Flesch-Kincaid readability level at 12 or below and use plain language

Avoid bureaucratic language
осуществлять→делать
в настоящее время→сейчас
во избежание→чтобы не
в целях→для
Numbers

Write out one to nine in words and use numerals from 10 upward

9 регионов→девять регионов
10 регионов→10 регионов
Dates
27.03.2026→27 марта 2026 года
27/03/26→27 марта 2026 года
Names of institutions

Use the full name on first mention, then the abbreviation

Министерство образования и науки РК→МОН РК
Quotation marks
"кавычки-лапки"→«кавычки-ёлочки»

Use angle quotes in direct speech, not straight quotation marks

3. Visual standards

Media type
Size
Format
Note
Photography
мин. 1200×800 px
JPEG
72 DPI for web, 300 DPI for print
Infographics
макс. 1920×1080
PNG
Transparent background allowed
Video
мин. 720p (1280×720)
MP4
H.264 codec, stereo audio
CCS logo
–
SVG / PNG

All templates are available in Qalam. Choose a template and fill in the content.

Press release

A standard informational update about the work of a government body. Structure: headline, lead, body, quote, background, contacts.

Use

Statement

An official position on a specific issue. Structure: headline, position, rationale, context.

Use

Fact sheet

A reference document with key facts and figures. Structure: topic, key facts list, context, sources.

Use

Q&A

Questions and answers on a current topic. Structure: topic plus 5 to 10 question-answer pairs.

Use

Media invitation

An invitation for media to attend an event. Structure: what, when, where, speakers, accreditation, contacts.

Use

Rapid comment

A quick response to an event, up to 300 words. Structure: fact, position, next steps.

Use

Media relations

Crisis communications

Golden hour

Publish the official position within the first 60 minutes after an incident.

Crisis response pattern
Fact Actions Contact
Approval chain
Press secretary Head of agency CCS
Not allowed
  • «No comment»
  • Denying the obvious
  • Speculation

Social media operations

  • Tone of voice Official but accessible
  • Response time Up to 2 hours
  • Publication approval Via Qalam Qalam →