Successfully “pitching” a letter-to-the-editor op-ed, or article PSR Advocacy Training Series Nuclear Weapons Abolition Program Martin Fleck, Nuclear Abolition Program Director

Goals Be ready to write a letter at the next opportunity Know the tools of the trade for pitching op-eds and articles

Do you want to write an Letter or an op-ed? LTE One topic Directly addressing an article previously published by that media outlet 150 words max Locally written op-eds are one of the most prominent sections of the paper Op-ed More difficult to place an op-ed Lengthier and more opportunity for education Addresses an issue that is in the public arena Approx 600 words, but consult your media outlet

Letter to the editor Know your audience Tips for your LTE Know your audience If a local outlet, then touch on issues of local importance Find the guidelines in your media outlet You can submit an LTE on any story including AP or Reuters wire stories that show up in your paper Most important thing to keep in mind: the ONE takeaway   Keep it brief max length is typically 200 words, NYT 150 words or less some local outlets might give you more words

Letter to the editor Keep it simple Keep it short Tips for your LTE Keep it simple Keep it short Stick to one main point Show your passion ~ Include emotional punch. Why do you care enough to write? Send it in right away   Keep it brief max length is typically 200 words, NYT 150 words or less some local outlets might give you more words Right away means RIGHT AWAY. Be in the first 2 or 3 the letters editor receives. [ Martin can relate the story of his colleague in Seattle: she would get tomorrow’s NYT online around midnight and submit an LTE by 1 am Pacific time. Extreme technique, worked very well. ]

Letter to the editor Tips for your LTE Include the title of the piece you are responding to in the first line of the letter Personalize your message: include your title or connection to the story in your letter share personal experience and why you particularly care e.g., “I care about my patients.” Name who you want to take action (Mayor? Member of Congress?) and specify what you want them to do

Letter to the editor Tips for your LTE Proofread Be polite. Really angry letters make you look a little crazy; better to come across as the voice of reason Include your contact info -- including cell phone and address, preferably an address within their circulation. They WILL call you.

Letter to the editor LTE strategies Volume - If a lot of us send in letters on the same issue or article or op-ed, that increases chances of an LTE being published, and also a lot of letters can influence the editors to devote more ink to this message Keep trying. It is all about the long game here.

LTE Questions?

Letter to the editor Let’s examine a real-life story and a real-life LTE responding to that story [ Lynn Ringenberg in the Tampa Bay Times ]

Op-ED Notes on technique Develop a relationship with the editor of your local media outlet. Consult the Opinions section of outlet for op-ed for word count and submission guidelines It could happen that you start out writing an LTE but then you get carried away and it gets too long. If you are really happy with what you’ve written, then consider morphing it into an op-ed. What is a “news hook”?

Op-ED Notes on technique Find a news hook or angle that hasn't been covered by that news outlet or that you can speak to based on your personal perspective Have the piece fully fleshed out and edited and ready for publication Maine PSR publishes op-eds in the hometown papers of the Members of Congress they are trying to persuade Don’t be discouraged if you are turned away a couple of times. This is what social media was created for – send your work out over social media. It could happen that you start out writing an LTE but then you get carried away and it gets too long. If you are really happy with what you’ve written, then consider morphing it into an op-ed. What is a “news hook”?

Pitching a story to the media Notes on technique Develop a relationship with the local news editor of your local media outlet. Find a news hook or angle that is compelling and frame your pitch around that hook “Here is why your readers would want to see this story” For press releases or general pitches, write out as much information as you can so a reporter can pull from your material and have most of an article already It could happen that you start out writing an LTE but then you get carried away and it gets too long. If you are really happy with what you’ve written, then consider morphing it into an op-ed.

Questions?