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Media Relations and Press

Op Ed Writing Made Easy: Ideas for a Basic Structure

MargotFriedman-HeadShotMargot Friedman, principal of Dupont Circle Communications, conducts trainings on writing and placing opinion editorials. Please like Op Ed Talk with Margot on Facebook to share free tips and strategies.

There is no formula for writing an op ed. You could write stream of consciousness and it could be terrific. But for folks who like structure, two basic formats make op ed writing quicker and easier.

You may recognize the first format, the five paragraph essay, from high school:

  • Introduction ending with your main point. In an op ed, the introduction is called the lead.
  • Three supporting paragraphs backed up by evidence (e.g., statistics, personal stories, studies by experts, lessons of history, comparisons with other countries).
  • Conclusion. In an op ed, the conclusion shouldn’t just be a summary of your arguments; it should urge a proposed solution or make a call to action. Now that you’ve educated your readers about an issue, tell them what should happen next and how they can make it happen.

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Guest Blogger on March 15, 2013 in Media Relations and Press | 0 comments
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Attract News Coverage for Your Cause: Free Online Advice, Today Noon ET (6/12)

Nonprofits like yours get a big lift in credibility and visibility when covered (positively) by broadcast journalists in television, newspapers and magazines. Broadcast media still works…sometimes.

But getting the attention of reporters and editors is tougher than ever, as newsrooms shrink and beats expand. And in an age of social media, some of you question whether you should continue your focus on traditional journalists. Sharpen your media strategy via this no-charge online discussion, hosted by the Chronicle of Philanthropy.

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Nancy Schwartz on June 12, 2012 in Media Relations and Press | 0 comments
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Op Eds: Writing Leads that Grab Readers by the Lapels

Guest bloggerMargot Friedman, principal of Dupont Circle Communications, conducts trainings on writing and placing opinion editorials. Please like Op Ed Talk with Margot on Facebook to share op-ed tips and strategies.

Remember those posters in your high school hallway that said, “SEX! Now that I have your attention, vote for so and so for class president?” The signs were sophomoric, but they were onto something.
Before I can persuade you, I have to get your attention. That’s why the lead or opening paragraph of your next opinion editorial is so important.

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Guest Blogger on February 16, 2012 in Media Relations and Press | 1 comment
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Move Your Nonprofit Agenda Forward with Opinion Editorials

I’m happy to welcome guest blogger, Margot Friedman, principal of Dupont Circle Communications. Margot is an expert trainer on writing and placing opinion editorials. Please like Op Ed Talk with Margot on Facebook to share op-ed tips and strategies.

At the end of the 1990s, I worked for an advocacy organization that had – more or less – dropped opinion editorials from their communications strategies. It was just too hard to get op eds placed.  That may have been the right decision 10 years ago, but it is the wrong decision today. READ MORE

Guest Blogger on October 13, 2011 in Media Relations and Press | 1 comment
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5 Steps to Op-Eds that Change Minds

Opinion journalism (a.k.a. op-eds) is an unmatched opportunity for your organization to speak through the news media directly to policy makers, your constituents and other target audiences.

This rare opportunity for you to frame the messages offers the potential to change minds, albeit usually over the course of time, with a series of op-eds. It’s an opportunity not to be missed!

But so many of you have told me that you’re intimidated by entering this realm, that I knew it was a must to outline the path to getting there: READ MORE

Nancy Schwartz on September 7, 2011 in Media Relations and Press | 1 comment
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How to Write a Letter to the Editor that Gets Published and Read (Case Study)

Mila Rosenthal, Executive Director of HealthRight International, is a Letter to the Editor (LOE) expert with a significant record of success. Read on to review her most recent success — a strong, concise, pointed Letter to the Editor of The New Yorker – and Rosenthal’s tips for your own efforts.

Re: A Deadly Misdiagnosis
December 6, 2010

Michael Specter describes the way that sketchy private clinics in India are preying on people at risk of tuberculosis, and simultaneously undermining an under-resourced public-health system (“A Deadly Misdiagnosis,” November 15th). When public and private health-care systems compete, poor people are often the victims, caught between lousy care and unaffordable care. We see this in Vietnam and in Russia—anywhere that a government is unable to devote sufficient resources to the public-health system, or unwilling to regulate a private one. Unfortunately, in countries such as these, diseases like TB will continue to spread until they reach populations rich enough to afford good treatment. According to the Universal Declaration of Human Rights, everyone has the right to health and well-being, which includes medical care. As Specter’s article illustrates, letting only the principles of the market shape health care in poorer countries means that most people will be denied that right.

Mila Rosenthal, Executive Director
HealthRight International

Here are Rosenthal’s tips for your Letters to the Editor:

  • Identify which type of Letter to the Editor you are writing. Rosenthal distinguishes between the letter to correct the public record and the advocacy letter, crafted to get your message out on an issue. Her New Yorker letter is the latter, designed to magnify the issue covered in the article she’s responding to, and to position HealthRight International as a major player in the health rights field. She does a great job in both respects.
  • Ensure that your letter is reviewed by your organization’s media expert. Rosenthal stresses the importance of the right program (in a large organization) submitting its Letter to the Editor, on the right issue at the right time. “Remember that an organization is likely to have a letter placed only once or twice a year,” she cautions.
  • Encourage local offices or activists to submit Letters to the Editor in local papers. National or international organizations have a lot to gain from local and regional coverage, says Rosenthal.
  • Self-publish your nonprofit’s Letter to the Editor whether they’re published or not in the target channel. HealthRight headlined the letter on its home page and covered it in depth on its website.

More on Writing Letters to the Editor that Gets Published and Read

How to Write a Letter to the Editor that Gets Published and Read (Case Study)

How to Write a Letter to the Editor that Gets Published and Read – Part Two – Letter to the Editor Tips from an Expert (Case Study)

P.S. Learn how to strengthen your nonprofit’s messaging with the all-new Nonprofit Tagline Database and 2011 Tagline Report.

Nancy Schwartz on January 6, 2011 in Media Relations and Press | 1 comment
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Connect with Current Events for Nonprofit Marketing Success — Earth Day 2010

earthdayLeveraging a news item or holiday by connecting your org to its theme is a tried-and-true nonprofit media relations strategy that succeeds at little cost. (See PETA case study).

But there’s more than media coverage to be gained in connecting your organization’s issues with a major news event or holiday. Doing so links your org to what’s already in your supporters’ minds — like this year’s 40th anniversary of Earth Day — so works well to motivate them to give or sign a petition.

Here are just a few of the many strong models of nonprofit marketing campaigns around Earth Day 2010 (via my colleagues active on the Progressive Exchange list serv. Please join us.):

  • The Media & Policy Center’s “Growing Greener Schools” will air on PBS throughout Earth Day week (check local listings).  It’s supported by a terrific new network of green school activists and initiatives, and the community building is reinforced by an e-newsletter.
  • The Green for Life video series was launched by the United Methodist Church and an action alert of Six Things You Can Do this Earth Day shared by United Methodist Women.
  • The Nature Conservancy is organizing action around its Earth Day To-Do List and needs just 110 more signatures via Facebook to reach its goal for its “Be Part of the Solution” petition. Sign it now.

More great Earth Day-related nonprofit fundraising and marketing campaigns here.

Learn more by reviewing these examples of organizations connecting with a news event for nonprofit communications success, and one of a for-profit doing so and treading on your opportunity:

Please share your organization’s strategies for leveraging news events to boost your nonprofit communications in the comments box below at bottom or via email. Thanks much!

P.S. Get more in-depth articles, case studies and tools for nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Nancy Schwartz on April 21, 2010 in Campaign Marketing Models & Tips, Media Relations and Press | 0 comments
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PETA’s Media Relations Win: Groundhog Day as Animal Rights Platform

PETA's Media Relations Win Groundhog Day as Animal Rights PlatformHere’s a a fantastic model of an organization linking its issues to a major news event to generate headline attention.

Shortly before Groundhog Day, PETA took on the Punxsutawney groundhog club, heralding its call for groundhog (and more broadly, animal) rights via a blog post and press release. And PETA advocates went one step further to suggest that Punxsutawney Phil’s annual weather forecasting responsibilities be taken over by a robot.

PETA says it’s wrong that Phil is subjected to the bright lights and crowds related to the Feb. 2 tradition. Event organizers downplay those concerns and insist that Phil is beyond fine, living better than other groundhogs in his climate-controlled environment.

An extremely active conversation blossomed in comments to the blog post. And, even more significantly, major news outlets like NPR, the LA Times and the Christian Science Monitor picked up on the controversy. At this moment, 9:23 am on Groundhog Day, a Google search on “peta ‘punxsutawney phil’ ‘groundhog day’” generates 43,000 results! PETA rules.

Kudos to PETA communicators for realizing there are few days (any others?) when animals are scheduled to make the headlines and acted on it. In connecting Phil’s rights with a national event, they secured widespread mainstream and niche media coverage of animal rights issues at little or no cost. Phil’s in good hands!

P.S. Get more in-depth articles, case studies and guides to nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Photo: oygirl.files.wordpress / CC

Nancy Schwartz on February 2, 2010 in Case Studies, Media Relations and Press, Nonprofit Communications | 5 comments
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Here’s How to Measure Media Relations Impact

Several Getting Attention e-update readers had questions in response to this recent article: 11 Steps to Media Relations Success. This one was asked by several nonprofit communicators:

Q: What are typical objectives/measurable outcomes for media relations work?

That's the sticking point for us – with such little staff time and budget for our PR efforts, we want to be smart and targeted with what we do. But we find that we often don't hear back from the releases we send out, and don't have much time to do follow-up phone calls, etc.  So how can we measure our success?

–Kate Lucas, Grants & Communications Coordinator, Common Hope

A:  Here are key outputs to track. They'll enable you to stay the course, if all's well, or correct if you're not getting anywhere.

Track these outputs: Articles placed, links added, online mentions of your organization, number of requests for public appearances, incoming press calls, etc. For example, two articles or one letter to the editor a month, three incoming press calls or 10% increase in daily unique visitors to your website generated by links on other sites. As always, look for trending (steady increases) rather than absolute numbers.

In addition, Kate, tracking coverage helps your organization assess who is talking about you and how you can best respond proactively (before it’s a crisis, enabling you to keep the focus on your messages) rather than reacting in panic. In addition, it helps you gauge the ROI (return on investment) of your media relations work.

I suggest you create a media log to record media relations activities and results. It will assist you in evaluating the contacts/relationships you have with specific media outlets and reporters, and help you identify concerns with particular outlets/reporters so that you can address them (e.g. always misquoted, description of organization incorrect, inappropriate language to explain issue, etc.)

Remember that outcomes (changes in action, awareness, understanding, attitude and/or behavior)of your media relations work are what's ultimately important Of course, these changes (other than action, e.g. driving folks to sign an online petition) are very difficult to measure. 

P.S. Get more in-depth articles, case studies and guides to
nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update.  Subscribe today.     

Nancy Schwartz on January 21, 2010 in Media Relations and Press, Nonprofit Communications | 1 comment
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Reader Favorites to Power Up Your Nonprofit Communications in 2010

Reader Favorites to Power Up Your Nonprofit Communications in 2010This year saw the explosion of social media, online video and mobile content. We’ve friended, tweeted and absorbed more content on the web in 2009 than ever before. This means there’s more content competing for your audiences’ attention, so getting the basics right is an absolute imperative.

Take a look at this list of 2009’s most popular Getting Attention articles for insight into mastering your core marketing components in 2010 and beyond.

1. This Creative Brief Template Helps Ensure Powerful Copy and Design

Taking the time and energy to craft a thorough summary of your goals, preferences and needs for a writing or design project will save time and money, and ensure you get the results you envisioned.  This article and template give you everything you need to succeed.

2.  Nonprofits’ Most Missed Marketing Tool — Email Signatures

Crafting your email signature to feature key information about your organization is a simple and inexpensive way to communicate your message to your contacts. Read this article to learn what works best.

3.  How to Design an Effective Marketing and Communications Budget (Case Study)

More than ever, it’s vital to have a plan and budget to guide and support your marketing efforts.  Dive into this article to learn how to outline a budget that will help you accomplish your goals.

4.  5 Steps to Great Graphic Design for Your Nonprofit

Finding the right graphic designer or team is challenging. But now there’s help: This article breaks the selection process down into five easy steps for developing strong relationships with the right designers. This is a proven path to design work that conveys the essence of your org while captivating your audiences.

5.  How to Write a Letter to the Editor that Gets Published and Read

A letter to the editor is great alternative to a news story for nonprofits, giving your org the chance to state an opinion, offer an alternative viewpoint, or move someone to action, in your own words. Here are 10 proven guidelines for letter to the editor success.

P. S. Don’t miss out on in-depth articles, case studies and guides to nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update.  Subscribe today.

Flickr photo: go-mel

Amy Kehoe on December 10, 2009 in Branding and Messages, Case Studies, Copywriting, Getting Attention, Graphic Design, Media Relations and Press, Nonprofit Communications, Planning and Evaluation, Recommended Resources | 1 comment
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