Media is one of the most important tools citizens can use to help win a campaign. By generating media attention you help educate and influence both other concerned citizens and decision makers. Opinion Editorials (Op-Eds) are written to provide varying opinions on a current topic or to lay out a new idea. Letters-to-the-Editor (LTEs) publicize viewpoints about local issues or can respond to news that appeared in the paper. For contact and submission information for specific newspapers in your area, see the Appendix.

1) Process: By closely monitoring the opinion pages, you can get a sense of the types of articles run by the editor of your paper. The normal process is to submit a typed double-spaced article (average length of 500 words) with a cover letter to the Editorial Page Editor. Keep in mind each paper's protocol for submitting to multiple papers; some prefer that you not send your piece to other papers and instead give them an exclusive opportunity to print your work.

Mail Op-Eds to: "letters to the editor" and then the address. For email, send it as text in the email rather than as attachment; many papers do not even open attachments. See the appendix for a list of major newspapers, and specific guidelines for each particular paper.

2) Substance: Find an interesting angle from which to approach your topic. Editors are looking for immediacy, name recognition, creative new ideas on a topic, or controversy. Referring to a piece that they recently printed or a current event often works to get their attention.

3) Content and Style: Here are some tips for writing an op-ed:

~ Hook the reader in the first paragraph, either by beginning with an interesting anecdote or question, a provocative statement, or a colorful quote.

~ Make ample use of anecdotes and quotes throughout; they keep the reader interested.

~ Wherever possible, show rather than tell -- it's more convincing.

~ Come up with local angles and examples of the point you are making.

~ If you can do it naturally, tie the end of the article to the beginning.

~ Scrupulously maintain the focus of your theme -- don't digress.

~ Back up your assertions with facts and double check them. Make sure your quotes are accurate -- both the actual words and context in which they are used.

~ Do not overstate your case -- overstatement creates distrust in the reader's mind.

~ Anticipate questions a reader might have and try to answer them in advance.

4) Follow up to get your piece printed:

~ Call the editor of the paper the day you fax your piece. (You may need to ask specifically for the op-ed editor.)

~ Ask if he or she received your piece.

~ Ask whether they will print it, and if so, when.

~ If s/he is not planning to print the piece, ask why, and if you can adjust it to their specifications, and resubmit it.

1) Process: Submitting LTEs tends to be easier than submitting op-eds because most papers have more room for LTEs. Most newspapers state their policies for submitting LTEs in the paper (usually on the opinion page). Make sure you follow their procedures exactly. Getting a local prominent person or group to co-sign your letter can help you get it printed. In addition to focusing on major dailies, it helps to get your message out to small papers too.

See the specifications of particular papers in your area in the appendix.

2) Content:

~ Make one clear point in your letter and stick to it!

~ Convey your outrage, but avoid exaggeration. It is fine to express feelings of anger or of frustration but avoid overstatement, hyperbole, and hysteria.

~If you can tie your letter to a recent article in the paper it is more likely to be printed.

~ Use your personal experience. Express your concern about the issue in your own way. Example: "I was in the supermarket when I noticed how elaborate and wasteful so much of our packaging is ..." or "Even my 10 year old daughter understands the importance of recycling."

~ Short letters get printed. Clever letters get remembered!

3) Sample outline:

1. State the problem/topic (why you personally are concerned). "Landfills are filling up and hazardous chemicals are leaching from them into our groundwater."

2. State the solution, both generally and specifically. "Packaging should no longer burden our landfills." "Legislators should vote for the Recycling Bill so that packaging that is produced will be more recyclable and reusable. This will bring industry into the recycling efforts that government and the public are already part of."

3. Summary:
Summary: Wrap it up with the final why. Again, the more personal the better. A single, well-written sentence wins your audience. "If you care about recycling like I do, I hope you'll call your representative AND recycle this paper!"

4) Follow up:

~ Call the editor of the paper the day you fax it. (You may need to ask specifically for the letters editor.)

~ Ask if he or she received your letter.

~ Ask whether they will print it, and if so, when.

~ If s/he is not planning to print it, find out why not and ask if you can adjust the letter to their specifications and re-submit it.

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