Op-ed columns and letters to the editor give you the opportunity to communicate directly to the public, including influential decision-makers, and shape or frame a debate in your own words.

Op-Ed Quick Tips

An op-ed is a column or guest essay published in the opinion section of a newspaper (Opposite the Editorial page). Most are between 500-750 words, and most outlets will take submissions by fax, e-mail or mail. View submission criteria for the top 100 newspapers.

• Op-eds should be timely, lively and present strong arguments. Editors want readers to say, "Wow, did you see that piece today?" They are looking for an unusual or provocative opinion on a current issue, a call-to-arms on a neglected topic, bite and wit, or an expert take on an issue by a well-known name. Op-ed page editors are not looking for event announcements, promotional materials or generic ideas.

• Determine your goal and audience. It could be starting a grassroots campaign, passing legislation, increasing funding, or educating the public on a crucial issue. Who could best help you in your goal? The general public? Teens? Seniors? Teachers? Nurses? Elected officials? Then, determine which news outlet can best deliver your op-ed to your targeted audience. Maybe it's a local weekly paper or a professional journal, a state newspaper or a competitive national paper like USA Today or The New York Times.

• Figure out what you want to say and who can say it. Be able to summarize your point in a single, clear sentence. "By ratifying CEDAW, the U.S. can become a full partner in the effort to secure basic human rights of women and girls everywhere." Find a well-known person " your group's president, a political leader, an expert or clergy member " that can sign the column's byline.

• Make your points compelling. The first sentence should grab the reader's attention, and everything that follows should keep it. Illustrate your case with vivid examples and memorable facts. Defend it with a few strong arguments. Be short and specific. Use a lively, active voice. Give readers the minimum background they need to understand your case. Don't bog them down with jargon or too many statistics. Mention your opponents' claims and dismantle them with common sense, past history, contradicting facts, moral outrage " whatever is needed.

• Make it timely. Link your op-ed to a holiday or anniversary, a newly-released report, or any relevant upcoming event.

• Make it short. Aim for a first draft of about 1,000 words. Go over what you've written. Eliminate unnecessary words, repetitious or stray ideas. Trim words, not ideas. Give the op-ed to a colleague and ask for suggestions and comments. Include those that make sense and edit it down to 750 words. Restate your key argument at the end.

• Submit the piece. E-mail and/or fax are the cheapest and fastest methods. Include a short cover letter with your name and title, affiliation, address, e-mail, and day and evening phone numbers. Op-ed contact information at the top 100 newspapers are listed here.

• Follow up and wait. Once it's been sent, don't call the newspaper or magazine repeatedly. If they're going to publish your piece, they'll call you. Be ready to make updates and revisions just before publication, especially if several weeks have passed since you submitted it.

• Don't be discouraged. If your op-ed is rejected, don't be discouraged. Newspapers and magazines receive a huge volume of submissions, all competing for space on the page. Send your op-ed to another news outlet. Keep writing and submitting pieces. Often, it is just a matter of your op-ed being at the right place at the right time.

• Leverage your success. If your piece does get published, send copies to funders, board members, reporters, elected officials, colleagues and other allies. An op-ed can serve as a springboard to talk-show appearances, panel discussions and a host of other opportunities.

Letters to the Editor Quick Tips

Letters to the editor allow you to offer a short rebuttal to an article or commentary, or add a crucial missing perspective. Most letters should be 150-250 words. Specific guidelines by news outlet are listed here.

• Keep it short. Respond quickly to the article you've read (note the headline and date it ran). Make your points short and specific. It's better that you edit your words than the outlet cut what you consider to be your key point.

• Be factual but not dull. State important facts that back up your point. Humor helps.

• Pick a messenger. Find a well-known person to sign the byline. Identify the author's expertise and/or affiliation. Include full contact information and day and evening phone numbers.

• Timing is everything. Because of the volume of submissions at national newspapers, getting in a letter the same day will increase your chances of getting published. Send it by e-mail in the body of the text, not as an attachment.

• Use alternate forums to respond. Many media outlets have online reader forums and interactive online discussions with reporters. Some news magazine shows encourage viewers to respond while a show is on air, and then read selected e-mails in real time. These e-mails should be short, clear and punchy " only a few sentences will be used.

Developing a communications plan is essential to clarify priorities, target audiences, identify resources and make day-to-day assignments. Your communications plan should be clearly written, easy-to-read, updated regularly, and supported by staff and board members.

Laying the Groundwork

• Create Goals . Make them specific and measurable. If you want to attract new members, say how many. Other goals might be: to change attitudes on your issues or increase support for certain policies. Make sure your communications goals reinforce your group's core vision and values, as expressed in the mission statement.

• Identify Target Audiences. Whom do you need to reach in order to achieve your goals: Journalists? Elected officials? Identify ways to reach each group. What do they read, watch on TV or listen to on the radio? Get audience data from media outlets, including marketing information for advertisers. Develop a profile for each group, along with media activities aimed at them.

• Research Media and Public Opinion. Conduct a media analysis of your group and its issues. Which outlets cover your issues? Are the stories positive, negative or neutral? What public opinion polls have been done on relevant topics? Is there a misperception or lack of awareness? An opportunity for action? Determine what areas need attention.

• Develop a Message. Create a short phrase that you want reporters to use every time they describe your issue and use it each time you talk with them (for example, "International family planning saves women's lives by…"). Develop three or four short "message points" for spokespeople to use when talking to the press. Include basic facts about your issues/group and draw from public opinion data any messages that resonate with your target audiences. Review the message points before media appearances or interviews. No matter what questions are asked, all answers should include the key points.

• Produce Background Materials. Your group's media "tool box" should include the following: a well-designed logo and stationery; a one-page fact sheet describing your group; a more detailed brochure; short bios of spokespeople; relevant news clippings, studies or reports. Your group should also have a well-designed, easy-to-use Web site. Your materials should be neither too slick, nor too amateurish. Strive for respectability and good taste.

• Itemize Resources. Determine what resources you'll need to carry out your communications plan, including press lists. Be specific in terms of staff, budget, equipment, consultants and volunteers. Develop a realistic budget that includes staff time, as well as outside services (graphic design, Web management, media training, etc.).

Developing a Plan

• Devise a Strategy for Positive Media Coverage. Develop a calendar of media events to highlight your group's projects, such as the release of a report, timed with ready-made news hooks like International Women's Day. Include info. on which reporters you will target. Cultivate relationships with members of the press, suggesting ideas for feature stories, "expert" responses to breaking news or guests for their shows. Write and submit opinion columns to newspapers and magazines. Be on the look-out for creative opportunities to link your group to cultural events, such as TV shows (an episode might cover your issue) and movies.

• Attract Editorial Endorsements and Columnist Support. Set up meetings with editorial boards of local papers to encourage them to take a stand on your issues. Send columnists ideas for op-ed pieces. Encourage local newspapers and TV stations to endorse walkathons and other events that bring publicity and funding to your issue.

• Build Media Skills of Staff and Spokespeople. Provide media training for your spokespeople. Make sure they practice before a video camera, honing their message and image into a persuasive, articulate presentation. Provide media-readiness and message training for staff and board members so that they can be strong advocates for your group. Develop profiles of individuals willing to share their stories with the press – have guidelines to protect their privacy and make sure they have media training beforehand.

• Develop a Crisis Control Plan. Be prepared for a sudden media backlash or controversy, no matter how moderate your group and issues are. Put in place a crisis coordination team and create a plan to respond quickly to the press. Institute damage control procedures for your constituents. These precautionary steps will let you get control of events before they control you.

• Include Evaluation Methods. Make sure your communications plan includes mechanisms to evaluate your media activities and goals. Evaluation methods might include: tracking shifts in public opinion or government policies; measuring increases in membership, funding or visibility; or improved institutional capacity.

Daybooks are event calendars posted by wire services and larger news organizations in Washington, D.C. and other good-sized cities that list each day's area news events. Basic details are given for each event, including: location, time, speaker and contact person. Editors use daybooks to assign reporters and photographers to events they've chosen to cover.

Daybooks Quick Tips

• Fax or e-mail your media advisory to the daybook editor no later than noon the day before the event . Follow up with a phone call to make sure your advisory has been received. Listings for the following day start to appear about 2:00 p.m. Check the listings to make sure yours is posted and is accurate.

• If the event is occurring outside Washington , call The Associated Press (AP) wire service bureau in that location and send a media advisory to its daybook. Phone numbers for AP bureaus are listed in the News Media Yellow Book or can be found on the AP Web site.

Weekly Daybook Quick Tips

• If you have enough lead time before an event (five days is ideal), fax or e-mail your advisory no later than noon on Thursday of the week before the event. Weekly listings start to appear about 1:30 p.m. on Fridays. Check the listings to make sure yours is posted and is accurate.
• If an event is listed on the weekly daybook , it will automatically be listed on the daily daybook, too.

D.C. Daybooks

After faxing/e-mailing, call and ask to speak to the daybook editor to make sure the information was received and will be placed in the daybook.

• Associated Press (highest priority): Fax to 202/736-9699 or e-mail daybook@ap.org; Phone 202/736-9696.

• Congressional Monitor (This daily morning newsletter accepts event listings up to 48 hours before they occur): Fax to 202/419-8753; Phone 202/887-8515.

• Federal News Service (Also goes to Washington Times, National Journal; Roll Call and others): Fax to 301/429-2752 or e-mail agenda@find-inc.com; Phone 202/544-4812.

• Reuters : Fax to 202/898-8401; Phone 202/898-8345.

• United Press International (UPI): Prefers e-mail focusgroup@upi.com (doesn't accept faxes); Phone 202/898-8291.

• Washington Times : Fax to 202/544-4825. E-mail and phone numbers same as Federal News Service.

A media advisory is a one-page sheet that alerts reporters to an upcoming news event. It is sent out several days before the event and is followed up with a phone call. A press release announces breaking news and is written like a news story.

Media Advisory Quick Tips

• Keep it short . List the event, its participants, the date and location. Be sure to include the name and phone number of a contact person for the press. Briefly spell out the purpose of the event. Are you releasing new research findings? Protesting government actions? Let broadcasters know if you'll have video or a live feed.

• Offer a compelling preview. Write a strong headline and lead sentence that pique reporters' interest. Don't reveal the news you'll be releasing, but do provide a tantalizing glimpse that gives them reason to attend.

• Send it to journalists. Fax or e-mail your advisory to reporters who cover your issue, to editors, news directors, bureau chiefs and TV/radio producers. Also send it to the daily calendars (daybooks) of wire services. Use VOCUS to broadcast fax or e-mail your advisory.

• Follow up with a phone call. Give the essential details of your event – make sure your pitch is tight and persuasive. Leave a message if the journalist isn't there.

Press Release Quick Tips

• Put the most important information first . Your headline should grab reporters' attention, and your lead sentence should summarize what's most newsworthy. Next come supporting facts and quotes from spokespeople or experts to illustrate and liven your data. At the end of the release include a one-paragraph mission statement from the sponsoring organization. Be sure to put the name and phone number of a contact person at the top of the release.

• Include all the facts necessary for reporters to file a story. Write in a fluent, newsy style that conveys authority and fully covers the issue, so that reporters will rely on your release as they write their stories.

• Send it to journalists who got the media advisory. In addition, put together a press kit to hand out at the event. The press kit should contain the press release, along with other relevant materials, such as fact sheets, news clips, statements from supporting groups – whatever helps the press understand your issue and write their story.

• If reporters need substantial time to prepare a story, send an embargoed release ahead of the release date. Make it clear that the story cannot be published before the date specified on the release. But also be aware of the risk. A reporter might break the embargo and publish the news ahead of schedule, ruining your press conference and media strategy.

• A few technical tips. Send out the press release on letterhead stationery of the sponsoring group. Keep it to one page or at the most, two pages. State -more- at the bottom of each page, except for the last page where you put a ### sign.