Reaching the Media

Adapted from the Latin American Working Group website: www.lawg.org

 

Letters to the Editor

 

What is a Letter to the Editor?

Letters to the editor are short letters from readers printed on the editorial page, most often discussing a recent event/issue covered by a publication, radio station, or TV program.  They are your chance to “sound-off” to your community about issues in the news. They are widely read—so make them an important part of your media strategy.

 

Tips

It is much easier to publish a letter to the editor than it is to place an op-ed. Your letter has the best chance of being published if it is a reaction to a story in the paper. Respond as quickly as you can.

  • Read the letters page—you will learn how to develop an effective letter-writing style, and you will see if someone has already responded with your idea.

  • Keep it short and concise—150-200 words. The paper will take the liberty to shorten your letter to suit its format; the more it has to cut, the less control you have of what gets printed. Lead with your most important information.

  • Focus on one main point and make a compelling case. State the point very early in the letter—the first or second sentence.

  • Write in short paragraphs, with no more than three sentences per paragraph.

  • Avoid personal attacks.

  • Put your full name, address and phone number at the top of the page and sign the letter at the bottom. You must include a phone number for verification purposes.

  • When you write a letter, copy it to the foreign policy aide in congressional offices from your district. Even if the letter doesn’t get printed, they’ll see that you’re writing to local papers, and they’ll pay attention—because they know that when a letter does get printed, a lot of their constituents will be learning about foreign policy, and their office had better have some responses to constituents’ concerns!

  • Follow up with the paper to see if the letter was received, unless the paper specifically says “do not call."

 

Op-Eds

What is an op-ed?

Op-eds are guest columns, published in the opinion section of the newspaper. They can be a very powerful tool to get your message out.  They are your chance to express an opinion on an issue, whether or not the newspaper has covered it recently.

 

Tips

  • Length: Varies from paper to paper, but are usually 500 to 800 words. Guidelines are often published in the paper or on their website-or just call!

  • Consider your audience before you begin writing, and what the purpose of the op-ed is. Are you calling people to action? Talking "common sense" into misguided public opinion? Pressuring for a change in policy right before a congressional vote? Remember who you are writing to, and gear your writing style toward your audience's level of knowledge. Refine your message based on who you're writing to and stick to the message throughout the op-ed.

  • State your argument in the first paragraph. Use simple sentences, and avoid jargon. Be coherent-make sure that your reader can follow your argument from point to point. Remember that most people don't read articles or op-eds all the way through, so make your most important points at the beginning.

  • Evidence: provide concrete evidence to support your points, but don't overwhelm your readers with numbers or statistics. Using personal experiences can be a powerful tool in convincing your audience, especially if you are writing for a local paper.

  • Analogies are a helpful tool or quirky sound bites ("Sending more military aid to Colombia is like pouring gasoline on a fire," or our personal favorite, "Congress should remember the first rule of holes: when you find yourself in one, stop digging.")

  • Make sure the issue you are writing on is timely, relevant, and in the news. An excellent time to write an op-ed on foreign policy would be right before or right after a major event or before a major congressional vote.

Getting op-eds published

  • Op-eds are not easy to get published, but following through can help your chances. Send a hard copy, via fax or mail, to the op-ed editor of the paper, and also send an electronic version. Include your name, daytime phone number, and address on the op-ed, and a short byline at the end ("Rev. Jane X is a minister at All Soul's Church. She recently returned from three weeks in Cuba"). Call the morning after the submission to make sure it was received. Keep your call very short.

  • If you are writing for a local paper, link it to local issues so the paper will be more interested in picking it up.

  • Only submit your op-ed to one newspaper.

Press Releases

 

What is a Press Release?

  • Informs reporters about your event, report, or issue. Use a press release to alert your local media to an event that is taking place (for example, a rally or speaker, a statement sent from local groups to your member of Congress, etc.) and to offer a perspective on that event.

  • More detailed than a press advisory-a release should tell all the information a reporter needs to write their piece.

  • Envision, then write the press release as the news story YOU would want to see written.

  • Sent out the morning of or the day before the event.

Tips

  • Headline. This will make or break a news release-include the most important information in the headline, and make it punchy. The headline can be up to four lines if necessary, including a sub-head, if used, but keep it short (and remember to use a large font).

  • Important information should jump off the page-most reporters will only spend 30 seconds looking at a release.

  • Spend 75 percent of your time writing the headline and the first paragraph.

  • Use the inverted pyramid style of news writing. Make your most important points early in the release and work your way down.

  • Keep sentences and paragraphs short. No more than three sentences per paragraph.

  • Include a colorful quote from a spokesperson in the second or third paragraph.

  • Include a short summary of your organization in the last paragraph.

  • Mention "Photo Opportunity" if there is one. Be sure to send a copy of the release to the photo desk.

Structure / Form

  • In the top left corner, type "For Immediate Release."

  • Below "For Immediate Release," type the date.

  • Contact Information: In the top right corner, type names and phone numbers of two contacts. Make sure these contacts can be easily reached by phone. Including the contact's home phone number, if appropriate.

  • Type "###" at the end of your release. This is how journalists mark the end of a news copy.

  • Type "MORE" at the end of page 1 if your release is two pages, and put a contact phone number and short headline in the upper-right hand corner of subsequent pages. Press releases should not be longer than two pages max; one page is best.

  • Print your release on your organization's letterhead.

How to Distribute It

  • A release should be sent out the morning of, or the day before your event.

  • To determine which reporters to send the release to, start by looking through back issues of the newspaper or on the web for articles on your issue, and note the authors. If your local newspaper has not covered your issue specifically, look for the reporter who covers world issues, or call the main desk of the paper and ask for their name. (See "media options" section for more information).

  • Generally, send a release to only one reporter per media organization.

  • ALWAYS make follow up calls after you send the release. If your release is announcing an event, make the calls the morning of the day of your event.

  • Have a copy of the release ready to be faxed when you make the calls.