Working with the Media - Page 2

Writing an Op-Ed Piece

Op-eds are like the upper crust of letters to the editor. They are written by readers, just like letters to the editor, but tend to come from people of authority, such as presidents, CEOs, and even legislators. Op-eds carry a byline, so, in a way, they are articles, but opinionated ones. If you are part of an advocacy organization, it’s a good idea to give the byline to the executive director, or a member of the board (with their permission, of course). When writing an op-ed, use the guidelines for letters to the editor, and also keep in mind:

• The format for an op-ed is very specific. Usually they range from 300-750 words. Make sure you know what the publication’s guidelines are. Op-eds are generally also exclusive, so submit the op-ed to the publication that has the largest circulation and the greatest likelihood of publishing your work. Target publications that publish op-eds on the topic upon which you are writing.
• The strongest op-eds are the ones that make readers understand (1) why an issue is important to them personally and (2) what they should do about it. The tone should not suggest that the issue is about you and your agenda, but rather that yours is of broad concern, and you are offering a suitable call to action.
• Make it simple. Your message should be loud and clear, so a good rule of thumb is to first tell them what you are going to say, say it and then tell them what you said. Your language should be jargon-free and unemotional.

To learn more about how to effectively place your op-ed in the major papers across the country, visit the Communication Consortium Media Center’s site.

Approaching Editorial Boards

Editorial boards are the editors and staff of a publication who determine what goes into the publication. Going to an editorial board is the behind-the-scenes way to get your message out. Your first goal is to get an editorial — the official opinion of the publication — written about your issue. (Newspaper editorials have been known to sway public opinion strongly — politicians work hard to get a paper to endorse them during elections). Convincing an editorial board is a lot like convincing a legislator. Meeting with an editorial board can also have the added benefit of bringing the focused attention of the editors to your issue, so that learning disabilities may get more coverage in the future.

Prepare for a visit with an editorial board just like you would a visit to a legislator.

• Going as part of a team is a good idea, particularly if you can select a person of authority and influence as the leader.
• Editors are always busy, so be ready to present everything in less than 15 minutes.
• Brainstorm story ideas that relate to your tightly worded message to present to the board.
• When you’re done, ask whether the publication will be able to write an editorial supporting your position, or feature an article on your cause. If not, be polite and gracious, and offer to write an op-ed piece. Then try again next time.

Calling a Radio Show

Advocating for the rights of children with LD on the air is similar to all the other forms of advocacy, with one exception — the sound of your voice. There is a lot of power in hearing an individual’s voice on air and being on a radio program can be a great opportunity for you to humanize the issue you want to bring attention to, but you have to be prepared.

• Know the program you’ll be on.

  When you are on the air, you are on the spot, and there’s no going back to edit what you say. Be sure to learn how the host talks to people and how he or she responds when callers get flustered.

• Know your message inside and out.

  Again, radio is live, so having notes in front of you to make sure you have the words you need to express yourself clearly and simply is key. Talk about a particular bill or a particular legislator by name, and explain precisely what you are trying to achieve.

• Think about your audience.

  When you are talking, think about who is listening. Be specific about how this issue affects your community, and talk about the local legislators and what they can do. The goal is to express that this is an issue about people, people like you and people like your listeners. Don’t use language you’re not comfortable with, and be prepared to answer any questions. Whatever the questions may be, bring the answer back to your message.

• Practice.

  If you’ve never been on the air before, it’s a good idea to practice with a tape recorder and another person asking you questions. Using a tape recorder will allow you to listen to both what you’ve said and how you’ve said it. Long pauses to think may come across as indecisiveness. A nervous laugh may sound patronizing, and “umms” and “ahhs” can detract from your point. Conduct a few rehearsals, and you’ll feel much more confident. Feeling relaxed when calling can only benefit your message.

Preparing Press Releases

Press or news releases are concise announcements of time-sensitive information regarding an important situation or event. Generally, press releases are issued by organizations, but individual advocates can benefit from knowing how and when a press release is sent to the media.

The most effective press releases follow a standard format and provide newsworthy, interesting information to journalists in a concise manner. A good press release can be the backbone of an article, and reporters are grateful for condensed copy to help them make a news item more relevant. On the other hand, if an individual or organization sends out a press release for no better reason than sending out another press release, they all become irrelevant. In the media, credibility is extremely important, and sending out irrelevant press releases is a lot like crying “wolf.”

Using Social Media

The explosion of online media tools has created a whole new way to get your message out. Be sure to take full advantage of these increasingly popular avenues of communicating. 

Set up a blog to promote your issues. Using tools such as Wordpress or Movable Type you can quickly create a blog for free. Blogs allow readers to post comments, generating more interest and interaction. Also, be sure to visit other blogs about your issues, such as education, special education and disability blogs, where you can post relevant comments that keep your issues at the forefront. 

Establishing a presence on social networking sites such as Facebook is a great way to get out information and messages that support your advocacy efforts. These sites offer a variety of tools that allow you to create blogs, conduct forums and polls, add photos, audio and video features, and more. 

Increase the impact of your blog and social media presence by using a real-time information network like Twitter to communicate quick updates about what’s happening with your issues. Don’t forget to use #hashtags to connect your tweets to others on the same topic. Encourage others to stay informed about your work by using Really Simple Syndication (RSS) — a popular means of sharing content across the Internet.

Remember to keep your online presence up to date with new and interesting information, opportunities to get involved, and ways those who support your issues can help. 

Lastly, consider using other online communication tools such as webinars, podcasts and videos to provide information about your issues and tell others how to get involved and take action.

Download your FREE copy of LD Advocates Guide. (PDF, 37 pages)

Table of Contents

• A Message from NCLD
•  Getting Started 
• Talking about LD 
• Working with Policymakers 
• Working with the Media 
• Glossary of Terms 
• Additional Resources 
• Appendices