contacting the media

Working with local media is a key component to any successful awareness campaign. A letter to the editor or opinion editorial (op-ed) is a great vehicle for getting your message out to a large audience and can be more effective than paid advertising.

Included are a sample letter, op-ed and talking points. You are encouraged to write in your own words, using these materials as a guide. In addition to these materials, here are some helpful tips for writing and submitting a letter or op-ed:

Writing a Letter to the Editor

Length and format requirements vary among newspapers. In general, the shorter the better. Newspapers usually recommend a length of 200 words or less. Letters that are clear, concise and to-the-point will have the best chance of getting printed.

Make one point (or at most two) in your letter. State the point clearly, ideally in the first sentence.
Make your letter timely. If you are not addressing a specific article, editorial or letter that recently appeared in the paper you are writing to, then try to tie the issue you want to write about to a recent event.
Familiarize yourself with the coverage and editorial position of the paper to which you are writing. Refute or support specific statements, address relevant facts that are ignored, but do avoid blanket attacks on the media in general or the newspaper in particular.
Look at the letters that appear in your paper. Is a certain type of letter usually printed? Support your facts. If the topic you address is controversial, consider sending documentation along with your letter. But don't overload the editors with too much info.
Keep your letter brief. Type it whenever possible. Find others to write letters when possible. This will show that other individuals in the community are concerned about the issue. If your letter doesn't get published, perhaps someone else's on the same topic will.
Monitor the paper for your letter. If your letter has not appeared within a week or two, follow up with a call to the editorial department of the newspaper.
Write to different sections of the paper when appropriate. Sometimes the issue you want to address is relevant to the lifestyle, book review or other section of the paper. An increasing number of broadcast news programs (60 Minutes, All Things Considered, etc.) also solicit and broadcast "letters to the editor." Don't forget these outlets.
Always sign your letters as an individual or representative of a community group. You must include your name, signature, address and phone number.

Source: From FAIR's Media Activism Kit, www.FAIR.org

Writing an Op-Ed

Op-eds (opinion editorials) are longer than letters to the editor, and there is more competition for space. You may want to call the newspaper for length requirements (usually 600–800 words).

Try to write on a controversial issue being covered at that time. If you can use a professional title that suggests authority, do so. If you work for an organization, get permission to sign the op-ed as a representative of that organization.
Feel free to send it to papers far from where you live, but avoid sending it to two newspapers in the same "market." You can easily submit the same piece to five or ten local dailies in different regions—greatly increasing your chances of being published.
Assure the op-ed editor in your cover letter that the piece has not been submitted to any other paper in their market. If, on the other hand, you sent it to only one paper, let that paper know you are offering them an exclusive.
In writing op-eds, avoid excessive rhetoric. State the subject under controversy clearly. You are trying to persuade a middle-of-the-road readership. If you rely on facts not commonly found in mainstream media, cite your sources.
Try to think of a catchy title. If you don't, the paper will be more likely to run its own—which may not emphasize your central message. (Even if you do write your own headline, don't be surprised if it appears under a different one.)
Be prepared to shorten and re-submit your article as a letter to the editor in case it does not get accepted as an op-ed.

Source: From FAIR's Media Activism Kit, www.FAIR.org

Getting into Print

In this age of technology, most newspapers prefer to receive submissions via e-mail, though faxes and mail are still accepted. It is recommended that you type (or copy and paste) the text of the letter or op-ed directly into the body of the e-mail, rather than sending attachments that may not go through or be in the right format.

Click here for a list of statewide newspaper contacts. If your local newspaper is not listed, check www.abyznewslinks.com/uniteil.htm or your local phone book. Most newspapers include instructions for submitting a letter on their web site or you can call their main number and ask for the editorial contact's name and e-mail address.

Be sure to include your name, address, daytime and evening phone numbers in your e-mail so the newspaper can contact you to verify authorship. If your letter or op-ed hasn't been printed, a friendly follow-up phone call or e-mail to the editorial contact may increase your chances of getting into print.

Sample letters & op-eds