The Importance of Editorials and Engaging Editorial Boards (pdf
Meeting with an editorial
board can help your message receive the attention it deserves. Outreach
to editorial boards can result not only in editorials that take a progressive
stance on an issue; they can also affect news coverage throughout the
paper. The single best way to influence the content of editorials is
conducting a briefing with editorial boards, although sending materials
and following up by phone can also be helpful. Opinion editorials (op-eds)
are an extremely powerful and cost-effective way to both educate a large
number of readers about your issues, and influence policymakers. Policymakers
and their aides read op-eds, which is why securing favorable editorials
and meeting with the editorial board on your issue is essential, particularly
for campaigns targeting legislation. Good editorials also help establish
an organization as an authority.
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
Target the right paper and writer: Most editorial
boards have one head editor and a handful of writers, each focusing
on issues like the environment, health and policy. If it’s a
national story, you may be able to work with the appropriate editorial
writers to find local angles.
to know the gatekeeper: The editorial board and some individual
writers have assistants. Introduce yourself and get as much information
as you can about the best way to approach them.
a formal pitch: This 1-2 page letter should clearly state
the editorial position you want the board to take and communicate.
Tips: create a sense of timeliness and urgency, and use credible spokespersons.
If your spokespeople are not well known, establish their background
and what makes them experts.
persuasive documentation to bolster your arguments: Include
in your information at one or more fact sheets that immediately highlight
your issue and lay out the facts that support your perspective. Encourage
editorial boards to review reports and background information that
detail recommendations on the issue. Only use documents with solid
analysis behind them.
persistent: Follow up with friendly phone calls, suggest
meeting dates, and send background information by mail with a personal
note. It can take a couple months to secure an editorial. As with
reporters, always be pleasant no matter what they write.