Tips on Placing a Commentary or Op-Ed

Most newspapers provide their readers an opportunity to address issues n through letters to the editor, commentaries, guest editorials and op-ed columns. Research indicates that they are among the most widely read sections of a paper. They’re an effective way to get your message to people who are interested in what’s happening in your community. They also tend to get involved in issues and are more likely to take the time to express their opinion to elected officials, policy makers and community leaders.

Criteria for Submitting Material

Each publication has its own criteria for submitting a piece to them. It may take a little research on your part to learn what the criteria are, but it is well worth the effort. They have access to the people that can help advocate for your issue. In the case of funding for the Safe and Drug Free Schools and Communities program, there is no better or more cost effective way of getting others involved.

Many papers will usually list the criteria on their editorial page or their web site including word limit and directions on how to submit your piece. In some cases, you may be able to contact directly the person who is responsible for handling submissions for publication. Smaller newspapers may require that the piece be submitted by someone locally. Regional papers with a wider circulation are less restrictive.

Letters to the Editor and Editorial Boards

In general, letters to the editor usually have a word limit of 250 words of less. Guest editorials or commentaries are usually in the 500 word range. When submitting your piece you will want to consider who should sign it. You want someone who is recognized, respected, and has credibility within the community.

Some daily papers have an editorial board consisting of the lead members of the paper (editors and sometimes lead reporters). Some papers rotate the membership on the board. The board decides on which issues it wants to editorialize. If your paper has such a board, you should ask to visit with them to discuss your issue.

It is best to have a small group (less than 4) pay a visit to the decision maker(s) at the paper to emphasize the importance of your issue to the community. Papers focus on what’s important to the community. There’s no better way to make that point than in person. Find out who in your organization or network has a connection or positive relationship with the paper.

The paper may even be willing to write an editorial supporting your cause. Don’t be afraid to ask for their support. Remember just as “all politics is local” so is the news. Substance abuse and violence prevention are vital to your community that papers will cover. When you meet with the representatives of the paper, invite them to visit one of your programs or activities. Consider what you’re doing that might make a good story and a photo opportunity. Children are a natural hook. Many of the people you serve have compelling stories of human interest. It is another opportunity to educate the public about the issues and the great work that your organization does to improve the health and safety of your community. You have stories that newspapers want to report.

Don’t overlook papers with small circulation, such as weekly newspapers in your area. They have a limited staff, but they want to report on what’s important to the community. In fact, they may offer more space for your piece. They are also less likely to edit your submission. Remember, they do have readers or they wouldn’t be in business.

Advertising and Other Options

If you are unable to get the piece published for free, you always have the option of having it published as a display ad. Many papers offer a special non-profit or a reduced rate to community organizations. It’s an excellent way to reach and educate your community. The cost is very reasonable when compared to direct mail and other alternatives.
 
You should also "shop" your piece to local radio and television outlets. They also publish editorials or perhaps cover your issue as a news story. Again, they have audiences that can be helpful to you. In person contacts are highly recommended. Remember to be polite and grateful. If they do help you be sure to send thank you letters or cards. Cards or letters from children and others who benefit from the services that your program supports have a profound and lasting impression. It’s all part of building relationships and getting the community involved. The work that you do is important. Your neighbors need to know what you do and why.

Follow Up to Publication

If you are successful in getting something published, you should plan on submitting letters to the editor in support of it. Regardless of whether you have a commentary, op-ed or letter to the editor that is published, you should send a copy of it to your elected officials with a letter bringing it to their attention. Be sure to include the date of publication, location of the publication and its circulation. It’s a way of making them aware of how many people may have seen it. It doesn’t hurt to have several people do that. It just reinforces your message.
 
In your note to your Senators or Representative express your own personal reasons why you agree with the piece and ask for their support. Congressional staffers are very interested in what issues are covered on editorial pages of papers in their state or district. It doesn’t take very many letters to get their attention and put it on their political radar. Remember your efforts will be well worth the time it takes.