1. 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

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

3. 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

4. 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

5. 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. ]

6. 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

7. 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.

8. 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.

9. LTE Questions?

10. 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 ]

11. 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”?

12. 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”?

13. 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.

14. Questions?