1. Preparing Guest Columns and Editorials

2. Why use guest columns & editorials? To bring the public over to your way of thinking To show your side of controversial issues To re-open public dialogue To counter your opponents' arguments

3. When to use guest columns & editorials? Tie them to: The start of an initiative, organization, or program A season An upcoming or current event An upcoming holiday

4. Whom can you target with your guest column or editorial? Gender makeup Average age Where they live Income level Education level Knowledge or skill level Ethnic/racial background Attitude/community values

5. How do you prepare guest columns & editorials? Find out the publication's policy on guest editorials and columns – If needed, send pitch letter Select a writer for the piece – Known public figure – Good writer

6. How do you prepare guest columns & editorials? (cont.) Know format requirements Start writing – Keep main message in mind while writing – State the issue in simple terms – Use documented facts – Make sure your arguments are clear, logical, and easy to follow – If opposed, present a counter-argument – If possible, ask the reader to take some sort of action

7. How do you prepare guest columns & editorials? (cont.) Review your work and get feedback – Check for errors – Get additional opinions – Use feedback to come up with the final version Submit your piece for publication. – Meet all submission & format guidelines – Get it in before the deadline – Follow up with a thank-you letter