Hamilton Place Strategies provides communications, analysis, and advocacy solutions at the intersection of business, government, and media.

Speaking Of Trade...…What To Say, How To Say It, And Why You Need To Be The One Saying It

Agenda

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• Setting the stage• Rules of writing• Pitching

Local Business Leaders Are Compelling, Authentic, And Authoritative Voices On Trade

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Community leaders

• You're respected in your communities, meaning others will likely follow your lead and echo your thoughts

• You know how to speak to your community in ways that outsiders can't do effectively

Localizing policies

• You can talk about the direct, positives impacts of trade on your state and community – not in the abstract

• Your voice carries more weight than an unknown "policy expert" in Washington, D.C.

Employee relationships

• You also indirectly represent the welfare of your employees – growing your business helps to sustain and create jobs and hire more workers

Opinion Pieces Are A Way For Engaging In Existing Debate And Conversations With Your Message

BASICS

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• What it is: A 500-750 word opinion editorial that is pitched to a specific publication.

• How to write it: Have a news hook, give an opinion, and make one key point - typically conveys a specific call to action or argument to defend.

Op-Ed

Tool Description

Letter To The Editor

• What it is: A letter written to a newspaper editorial board in reaction to a recently-published article.

• How to write it: Amplify or challenge a recent piece through expressing one key point, using data or fact to back the opinion. Do not restate opposition’s case.

Op-eds are not always the answer. They are not fast-response tools – writing, and then pitching, takes time – and it is difficult to establish thought leadership exclusively with op-eds because of frequency (or infrequency) of publications.

A Compelling Op-Ed Presents A Clear Opinion And Unique Perspective On A Timely Topic

SETTING THE STAGE

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To present a concise, persuasive argument in favor of a specific position backed up by facts

Present a solution

Express an opinion

Demonstrate importance

• Ask yourself: Why should readers care, and, more importantly, why should they care right now?

• The best way to demonstrate importance is to use a news hook.

• Don't leave readers wondering what you think, clearly state your opinion on the topic early on.

• Present one, clear opinion, on one main point.

• Offer an alternative solution or a unique way forward that hasn't been given before.

• Give the reader a call to action with recommendations on how to improve matters.

Knowing Who You Are Trying To Reach And How To Get Them To Care Is Critical For An Op-Ed To Resonate

SETTING THE STAGE

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Hook Your AudienceKnow Your Audience

• Ensuring your message reaches its intended audience takes thought. Ask yourself: 1. Who am I trying to

reach? 2. What outlet reaches that

audience? • Have a target publication in

mind before drafting.

• In a world where the op-ed is commonplace, you have to secure a reader's attention early, and then keep it.

• The first paragraph is critical to engaging your audience. To be successful, it must:

1. Have a news hook2. Give an opinion3. Make one main point

Agenda

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• Setting the stage• Rules of writing• Pitching

To Keep Your Audience's Attention, Connect With Them On A Personal Level And Don't Lose Focus

RULES OF WRITING

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Personalize

Stay on point

Stay opinionated

• Make connecting with the reader a priority• Use local examples and anecdotes that will resonate with

your target audience• Play up any personal connections to the topic

• Keep an argumentative angle throughout• Don't let the reader forget what your opinion is on the

topic in a mess of facts, quotes, and anecdotes

• Stick to your one main point – avoid tangents• Use only facts and figures, and other supporting material,

that backs up your one main point

Your Voice Is Needed To Help The Public Understand The Unique Benefits Of Trade

RULES OF WRITING

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Key Messages • Trade supports jobs in local communities• Trade helps ensure American leadership in a complex,

global economy• Without trade and trade deals, American companies and

workers will be at a competitive disadvantage

Why You Matter • Reporters often don't have the time to find local voices• Lawmakers and staffers make decisions based on local

voices

Agenda

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• Setting the stage• Rules of writing• Pitching

Placing An Op-Ed Can Require As Much Work As Writing It

PITCHING

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1Identify outlet: This should be part of your early process when you consider audience

4Follow up: Your first pitch is via email, don't be afraid to follow up with a phone call, it leads to #5

2Identify contact: It is important that you reach out to the correct person

5Build a relationship: Your goal should be to build a real relationship with the contact

3 Provide a pithy pitch: Keep it short and be sure to share the main point and why it's relevant

6Share ideas: If you have a relationship, feel free to share ideas before actual op-eds

Examples Of A Letter To The Editor and Op-Ed On Trade From Local Business Leaders

Pacific trade pact benefits El Paso 12

• John Kenemore, President of Battery Concepts International Inc. in El Paso, Texas

• "Before passage of the North American Free Trade Agreement, Mexico levied a nearly 20 percent tariff on our exports, which made it impossible to compete with their domestic suppliers."

• "…my business is already in discussions with potential buyers in Peru and Chile…anticipating that TPP will open those markets to us."

• "I applaud Rep. Beto O’Rourke of El Paso for his support of Trade Promotion Authority and hope he and his colleagues in Congress pass TPP swiftly so that American businesses can continue growing our economy."

Examples Of A Letter To The Editor and Op-Ed On Trade From Local Business Leaders

Support for accord 13

• Andrew East, Executive Vice President of AET Solar in Green Cover Springs, Florida

• "The Florida sun may be known for its ability to lure beachgoers from around the world, but it also is critical to our business, AET Solar."

• "…international trade has proven to be a consistent boon to our business. Selling to other countries allows us to diversify revenue streams and create the long-term growth that our company and our employees need to succeed."

• "As the agreement [TPP] has the potential to give businesses like AET Solar the ability to compete on a more level playing field, I hope Congress can pass it quickly."