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Op ed

Letters to editor

Thursday: News release and the pitch letter

A week from Thursday: Midterm

Thursday: Op ed

Basics

• Controlled Media

• Uncontrolled Media=media to validate my work

SIX DIFFERENCES WITH AN OP ED

• Allow PR to reach opinion leaders

• Op-ed authors are perceived as thoughts experts

• Op-eds are exclusives

Op-eds are controlled media.

This is rare in media relations and publicity.

SIX DIFFERENCES WITH AN OP ED

• These can talk about policy.

• These can promote events more blatantly.

• You’re worried the reporter will screw the story up.

Op-Eds are controlled media.

This is rare in media relations and publicity

OP ED FORMAT

• 750 words max for an op ed.

• You need to have one main idea.

•Hit it early, and don’t veer off course.

• Short powerful sentences.

• You need facts to verify your claims.

OP ED FORMAT

• Don’t say, “I think.” State it.

• I think this is a bad idea.

•This is a bad idea.

• Don’t send out op eds in bulk.

• Do call an editor to see if a paper takes them.

LETTER TO THE EDITOR DIFFERENCES

• They are shorter (200-300 words)

• You react to news and should state what sparked the letter.

• State the theme of your letter after saying why you are writing

• A letter to the editor is a counter punch. An Op ed can be an attacking punch.

OP EDA GOOD WAY TO FORMAT

• What is the problem?

• What is your opinion on the problem?

• What is your supporting information?

• What is the solution?

• Why should the reader care?

• These steps don’t have to be in the order I just listed above.

• I am going to look for data supporting each of those five questions.

OD EDROOM TO BE BETTER

• Hit harder.

• Short, choppy sentences.

• This is wrong.• We can do better.

• A call to action.

• Watching your SVO….

OP EDROOM TO BE BETTER

• In terms of subject matter, think beyond your organization.

• We are worried about rising energy and food prices.• Buying local saves money.• It protects jobs.• Our client helps in both areas.

• You can’t do this if you don’t follow current events.

• Connect the dots between you and news values.

Op ed example…..

Work through those five steps…

We will work though those five….