As some of you know, I make my living in media relations for a nonprofit organization. One of the things I do is try to get the group's views onto newspaper op-ed pages and into the letters columns (which, according to most newspaper surveys, is consistently one of the most-read pages in any paper). We've had columns published in papers all over the country, from the Chicago Tribune to the Fort Worth Star-Telegram and Portland Oregonian. I've personally had nearly 200 letters published, everywhere from the Wall Street Journal to the Redding (California) Record-Searchlight. Below are some tips I've put together for getting letters and op-eds published, which I hope folks will find useful:
OP-ED COLUMNS
The op-ed page (so called because it generally appears opposite the paper's editorials) typically includes a mix of pieces by columnists who are on the paper's staff, nationally syndicated columns, and guest pieces by other writers addressing issues of interest. Sometimes these are written by a nationally prominent person, but many newspapers publish -- and often prefer -- columns by local citizens addressing issues of local concern. Some tips:
**Use op-eds to comment on something that's been in the news, not to break news or to announce events or programs. Many newspapers consciously give op-ed space to those expressing a view different than the paper's own editorials.
**If you're able to, consider getting a locally known person to sign an op-ed that you draft for them. People who might not be expected to be on your side and have local clout are perfect.
**Be brief, short and clear. Aim for about 600 words, and absolutely no more than 700. Write in an active voice, in short paragraphs, and avoid jargon and technical terminology. Remember most of your audience doesn't know nearly as much about your issues as you do, so you will need to explain things in clear, simple terms. You can't make every possible point in 600 words, so stick to your most important arguments and the most solid facts you have to back them up.
**Most newspapers publish instructions for op-ed submissions, either in the paper or on their Web site. Review these and follow them. Submissions by email should always be done with the text in the body of the email, not as an attachment.
**By all means be pointed, controversial or funny if it's appropriate, but avoid personal attacks or insults, as well as overblown rhetoric.
**Give the piece a headline, and be sure to include the author's contact information and a one-sentence bio at the end.
**It often helps to "query" the opinion page editor in advance: Send a one-paragraph email briefly describing what you'd like to write about and asking if they might be interested. If the answer is yes, you have a foot in the door. But you may also hear back, "Sorry, but we already have a column on that subject running Thursday," in which case you've just saved yourself some effort.
**Do not submit the same column simultaneously to two papers in the same town or media market.
**Many papers will say that if you don't hear within a week, you can assume they have decided not to publish your submission. A follow-up call or email a few days after you submit a column is fine, and can be helpful (more than once I've found that something I submitted got lost or waylaid by an overactive spam filter), but don't be a pest.
LETTERS TO THE EDITOR
Most of the above advice applies to letters as well as to op-eds. A few specific tips for letters:
**Brevity is essential. Limits on length typically vary from 150 to 300 words, but it is always advisable to stay close to 150. Be short, clear and succinct. Make one or two points, and then stop. Excessively long letters will either get tossed without being read, or will be edited so severely you may not recognize your own work. When in doubt, simplify!
**Always include your full name, address and phone number(s). Generally only your name and city will be published, but most newspapers do call to verify letters.
**Respond quickly to articles, columns, or other letters published by the paper. Now that most letters are submitted by email, responses are often published in a day or two. Letters responding to something that's been in the paper are more likely to be published than ones discussing issues the newspaper hasn't covered.
**Don't send too many letters to the same paper. There is no hard and fast rule, but it's safest to wait 2-3 months in between.
**Most newspapers get many more letters (and op-ed submissions) than they have space to print. Don't assume that you or your issue are on some sort of blacklist because they didn't publish something you sent. Wait 2-3 months and try again.
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