Wed, 04 Feb 2004 -- Media Matters No. 41
How to get a newspaper to write an editorial supportive of your issue

Media Matters Nos. 16-19 focused on writing opinion pieces for newspapers. Today's Media Matters explains how you can work to get your newspaper's editorial board to write an editorial supportive of an independent living issue that's in the news or is important in your community.

Who reads a newspaper's editorials, anyway? Leaders and policymakers do. Editorials that mention or quote your organization or its research favorably help establish an organization as an authority.

While it might be possible to get your research mentioned favorably in an editorial in a national news outlet such as the Washington Post, New York Times, Los Angeles Times or USA Today, it's easier to do with your local newspaper. In any case, the plan is the same. We are indebted to Fenton Communications for the following tips:

A. Do your research: Review the paper's stance and coverage on your issue first. The editorial board will appreciate your familiarity, knowledge and ability to discuss angles that haven't been covered yet.

B. Target the right paper and writer: Most editorial boards have one head editor and a handful of writers, each focusing on issues such as the environment, health or foreign policy.

C. Get to know the gatekeeper: The editorial board and some individual writers have assistants. Introduce yourself to them and get as much information as you can about the best way to approach them.

D. Send a formal "pitch" urging them to do an editorial: This letter, no longer than 2 pages at the most, should clearly state the editorial position you want the board to take; it should also stress the timeliness and urgency of the issue -- and it should establish the background of your "experts" so it will be clear to the editorial board just WHY they are experts. Finally, it should indicate your group's willingness to meet with members of the editorial board to answer questions and explain the issue.

E. Provide persuasive documentation to bolster your arguments. If you have reports online, provide the URLs.

F. Be persistent: Follow up with phone calls, suggest meeting dates and send background information by mail with a personal note.

This work may take months, but if you can establish your organization as an expert group in the minds of your newspaper's editorial writers, you will have gained a valuable resource for the long term -- and an invaluable means of disseminating your information.

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