Opinion-editorials

Opinion-editorials (op-eds) are written by local citizens, experts, leaders of organizations — people like you. If you can get one printed, op-eds are an extremely powerful and cost-effective way to both educate a large number of readers about FMCA related issues, and to influence policymakers.

• Timing is the most important factor in whether the newspaper picks up your submission. Is this issue already in the news? Is a controversial vote scheduled? Is there an appropriate news item you can relate your piece to, or is there a recent article or editorial to which you can respond? Remember that it can take up to a week for a paper to review submissions, but it’s still a good idea to check and see if your piece is being considered.
• It’s the messenger and the message. Finding a prominent person to sign the letter will have a big influence in the paper’s consideration. Know the guidelines of the newspaper. Text of an op-ed should be 300-500 words. You’ll need to identify yourself, and you might suggest a title. Many papers require exclusivity, meaning that you can’t submit to another paper at the same time.
• Find out how submissions work — increasingly, editorial departments prefer e-mail. Again, read the paper’s editorial page to see how their format works. Identify the largest newspaper in your area for maximum exposure. If you don’t have a copy of the paper, call to get the name and address of the op-ed page editor before you mail it off.
• Call to follow up. Ask if your submission is under consideration. Even if they don’t publish your piece this time, this is a great opportunity to educate the editor about the issue. Building a relationship with editors and reporters will prove helpful in the future. It might even lead to an editorial meeting

Influencing Editorials

Editorials are the voice of a newspaper, and the only place where opinions are openly stated, as opposed to "unbiased" news stories. Editorials are the first thing people look to when they turn to the editorial pages, often located in the back of the "A" section. An editorial endorsing a particular position or piece of legislation has been known to change even the most committed policymaker’s mind, and can do much to influence public opinion.

Outreach to editorial boards can result not only in editorials that take a progressive stance on an issue; they can also affect news coverage throughout the paper. If you can develop a rapport with the editorial staff and are able to arrange a meeting, this is your best chance to make some serious headway on an issue. Again, it is terrific if you can bring a well-respected person to the table, though doing your homework and presenting your case in a clear and compelling way is equally important.

Newspaper editorials can be inspired by submitted information, events, current opinion or even letters from readers. The single best way to influence the content of editorials is conducting a briefing with editorial boards, although influencing editorials can be achieved by simply sending materials and following up by phone.

Prepare Yourself

• Read the paper you are approaching. Asking for an editorial when one has already been published will waste your time and hurt your credibility.
• Outline your intent for the meeting in a letter. State your goal, e.g.: "Please educate citizens in my area about how proposed legislation on recreational vehicles will hurt the people." Mail or fax your letter and any supporting information to the editor of the editorial page. Remember to keep copies for yourself.
• Follow up with a phone call. After a day or so, ask the person if they’ve received your materials. If not, be prepared to summarize. See if they have time to meet, or at least set up a phone briefing. It’s okay to call back a few times until you get someone, but don’t make yourself a nuisance—editors are always crunched for time, so be courteous as well as persistent.

The Briefing

• To be most effective, editorial board briefings should have 2-3 individuals who make a combined presentation of not more than 10-15 minutes. Leave plenty of time for questions, since that’s how journalists are used to getting information. Again, you don’t have to be an expert! If you don’t have an answer, reply that you’ll find out and get back to them right away.
• Show broad support. It’s great if you can demonstrate a coalition of support, through individuals, or a letter signed by a variety of groups.
• Have a game plan. Before you meet, decide who will take the lead and who will make certain points. Frame your arguments so they are compelling and would appeal to the average person. This is better than being too personal or partisan.
• After you’ve made your case, go for the “ask.” Ask them if they think they’ll write an editorial on your issue, and if so, when. If they decide not to do an editorial supporting your position, or take a stance to the contrary, propose that they print an op-ed piece from you. Be sure to be gracious and thank the editors for their time, in any case.

RVACT.com's Media Guide
www.rvact.com/rvact/dbq/media