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Generating Local Media Attention


	Sample Letters

Thanks to: http://www.2020vision.org/

There are several ways of generating local media on an issue, any of which can serve to educate the public, stir up a debate, or put elected officials on the spot. The most basic of these is writing a letter to the editor of your local newspaper.

If you’re already comfortable with this, you might consider writing an "op-ed," a longer opinion piece responding to an editorial written by the newspaper’s staff. You could even schedule a meeting with the editorial board of the paper, to educate them on an issue and encourage them to write an opinion in an editorial piece.

Tips on writing effective letters to the editor

Writing and publishing an op-ed

Influencing editorials

Calling a talk radio show

Tips on writing effective letters to the editor

Letters to the editor are an easy way for you to voice your opinion to policymakers and to educate readers about issues that concern you. You can use letters to correct or interpret facts in response to an inaccurate or biased article, to praise or criticize a recent article or editorial, or simply provide your opinion on a current issue.
Without exception, the letters section is one of the most highly read sections in any newspaper or magazine, and now many web sites also have places for readers to comment instantly on issues of the day. Make sure you read the paper before you write to get an idea of the format, and be sure to have the name of the editor you’re addressing. Don’t miss out on this chance to reach the public—write early and often!

Be timely – Capitalize on recent news and events, within 24 hrs of a story if possible.
Keep it short and simple – Keep your points clear and stick to one subject. If you look at the editorial page, a few paragraphs is all they usually print!
Think locally – Demonstrate how this issue effects you locally, and mention lawmakers by name to ensure you get their attention.
Sign your letter. Include your name, address and telephone number. Papers may need to contact you if they are considering printing your letter. Don’t worry—they won’t print your phone or street address.
Follow-up. If the newspaper doesn’t call you, call the newspaper. Ask to speak to the person in charge of letters to the editor. Ask if they plan on printing your letter, and if not, see if they have any feedback for you.
Don’t be discouraged if your letter is not printed. Every time you submit a letter, you are educating the editorial board of your paper and paving the way for future letters to be printed. Keep trying!
Seal the deal. If your letter is printed, be sure to send us a copy so we can track our effectiveness. If you mention an elected official, it’s a good idea to send them a copy too!

Writing and publishing and op-ed

Opinions-editorials are written by local citizens, experts, leaders of organizations— people like you. If you can get one printed, op-eds are an extremely powerful and cost-effective way to both educate a large number of readers about our issues, and to influence policymakers.

The pointers for writing a letter to the editor are also applicable for op-eds. In addition, we emphasize the following:

Timing is the most important factor in whether the newspaper picks up your submission. Is this issue already in the news? Is a controversial vote scheduled in Congress? Is there an appropriate holiday or anniversary you can relate your piece to, or is there a recent article or editorial to which you can respond? Remember that it can take up to a week for a paper to review submissions, but it’s still a good idea to check and see if your piece is being considered.

It’s the messenger and the message. Finding a prominent person to sign the letter will have a big influence in the paper’s consideration. For example, if you and a group of 20/20 Vision members got together to write a piece about air quality and public health just as Congress is considering legislation on cleaning up emissions, it would be great to have a physician sign the letter.

Know the guidelines of the newspaper. Text of an op-ed should be 300-500 words. You’ll need to identify yourself, and you might suggest a title. Many papers require exclusivity, meaning that you can’t submit to another paper at the same time. Find out how submissions work— increasingly, editorial departments prefer e-mail. Again, read the paper’s editorial page to see how their format works.

Identify the largest newspaper in your area for maximum exposure. If you don’t have a copy of the paper, call to get the name and address of the op-ed page editor before you mail it off.

Call to follow-up. Ask if your submission is under consideration. Even if they don’t publish your piece this time, this is a great opportunity to educate the editor about the issue. Building a relationship with editors and reporters will prove helpful in the future. It might even lead to an editorial meeting

Influencing Editorials

Editorials are the voice of a newspaper, and the only place where opinions are openly stated, as opposed to "unbiased" news stories. Editorials are the first thing people look to when they turn to the editorial pages, located in the back of the "A" section. An editorial endorsing a particular position or piece of legislation has been known to change even the most committed policymaker’s mind, and can do much to influence public opinion.

Outreach to editorial boards can result not only in editorials that take a progressive stance on an issue; they can also affect news coverage throughout the paper. If you can develop a rapport with the editorial staff and are able to arrange a meeting, this is your best chance to make some serious headway on an issue. Again, it is terrific if you can bring a well-respected person to the table, though doing your homework and presenting your case in a clear and compelling way is equally important.

Newspaper editorials can be inspired by submitted information, events, current opinion or even letters from readers. The single best way to influence the content of editorials is conducting a briefing with editorial boards, although influencing editorials can be achieved by simply sending materials and following up by phone.

Prepare Yourself

Read the paper you are approaching. Asking for an editorial when one has already been published will waste your time and hurt your credibility.

Outline your intent for the meeting in a letter. State your goal, e.g.: "Please educate citizens in my area about how proposed legislation on hog farms will hurt the people and the environment of Chesapeake Bay." Mail or fax your letter and any supporting information to the editor of the editorial page. Remember to keep copies for yourself.

Follow up with a phone call. After a day or so, ask the person if they’ve received your materials. If not, be prepared to summarize. See if they have time to meet, or at least set up a phone briefing. It’s okay to call back a few times until you get someone, but don’t make yourself a nuisance—editors are always crunched for time, so be courteous as well as persistent.

The Briefing

To be most effective, editorial board briefings should have 2-3 individuals who make a combined presentation of not more than 10-15 minutes. Leave plenty of time for questions, since that’s how journalists are used to getting information. Again, you don’t have to be an expert! If you don’t have an answer, reply that you’ll find out and get back to them right away.

Show broad support. It’s great if you can demonstrate a coalition of support, through individuals, or a letter signed by a variety of groups. If you’re working on a peace issue, you might get leaders from some local churches, for example.

Have a game plan. Before you meet, decide who will take the lead and who will make certain points. Frame your arguments so they are locally compelling and would appeal to the average Joe. This is better than being too personal or partisan.

After you’ve made your case, go for the ask. Ask them if they think they’ll write an editorial on your issue, and if so, when. If they decide not to do an editorial supporting your position, or take a stance to the contrary, propose that they print an op-ed piece from you. Be sure to be gracious and thank the editors for their time, in any case.

Calling a talk radio show

Where to Begin

You’ll have a better chance of finding talk radio programs on the AM dial, though FM attracts more listeners. National Public Radio affiliates or college stations may have shows with more progressive audiences.

Listen to the show you’re calling ahead of time to get an idea of the format and the host’s personality. If you are known in your community or have a respected opinion, you may even be able to get a spot as a guest.

Tips for Speaking with Confidence

Keep it simple. Talk in language that everybody understands, and don’t get bogged down with jargon. Be prepared to make your points quickly and concisely. Going over your notes before you call will help.
Keep it local. Bring in an anecdote about your region or your family. You’re calling as a regular citizen, so sound like it.
Name names. Put policymakers on the spot. Question their stance, or applaud them for being on the right side of an issue.
Remember your audience. Check your tone as well as your language. Compassion, common sense and understanding will help your message be well received.
Challenge listeners. Ask them to act by contacting the policymaker in question and talking to their friends and co-workers about the issue. Give necessary information.

Making the Call

When you call, be prepared for busy signals or being put on hold. With the larger shows, you may want to begin calling 10-15 minutes prior to airtime in order to get through, but whatever happens, don't give up! When you do get through to the operator, state your main point and your name. Don't mention your 20/20 Vision affiliation until your closing point on the air.

Lead off with your most compelling fact or statistic, and then elaborate why listeners should be interested. Repeat the phrase or idea you are responding to so that a listener who has just tuned in will know what you are talking about. Also try to relate your comments to both the guest and the program.

Close your call by inspiring action and giving the Capitol Switchboard phone number (202) 225-3121 or another number citizens could call for more information. You will probably be given the opportunity to say only one phone number, so choose in advance. You could also ask listeners to call 20/20 Vision at (202) 833-2020 or visit 2020vision.org.

Some Helpful Hints:

Have a glass of water handy.

Turn your radio down as soon as you begin to speak to the host so the feedback doesn’t confuse you.

Breathe; try to talk normally—not too fast or too slow.

Your Manner is as Important as Your Message

Do:

Get immediately to the point

Talk slowly and succinctly

Be personal and passionate

Address the host by name and thank him/her

Don’t:

Be combative

Get defensive

Use too many statistics or acronyms

Take the bait if asked a provocative question

http://www.2020vision.org/resources/r_activists.htm#writingletters

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