Letters, letters, & more letters

Op EdsLTE

Writing Public officials

Opinion Pages

• Among the most read sections of any publication

• Decision makers (government, corporations, & nonprofits) are paying attention

• One of the best ways to bring an issue to public attention

Public attention

• Do you want it?• Are you sure?• Are we movie stars?—is any press good press?

What makes a good opinion piece

• Depends on the kind:

1. Editorials (written by newspaper staff)2. Letters to the editor: written by readers3. Op-eds (Opposite the Editorials): written by

people with some special expertise or credibility in a certain field

LTEs

• Brief: 50-150 words• Timely: Generally comment on recent news • Special credentials help, but are not necessary

Op Eds:

• Longer: 500-750 words• Should be timely—– either comment on recent news– or, introduce new ideas and perspectives

• Credentials are more important• Well written, timely, & provocative– Concise– Hits hard (takes a clear position)– Vivid images, analogies, & arguments– Facts & emotions

Editors’ view of opinion section

• Advocacy• Denunciations• Controversy• Astonishment• They want people to talk about what is in this

section

Credentials: Expertise

• Training and/or work• Personal experience

Timing

• Is on the public radar—especially in this publication

• Something that is going on that should be in this publication

• Find some way to tie into something timely—holiday, anniversary, pending government action, election, etc.

Writing the piece

• Unfold quickly—introduction paragraph– Focus on issue—introduce the issue– Express your opinion– Be clear and confirmed in viewpoint

• Body of piece– Back viewpoint with facts, research, and/or first hand

knowledge• Conclusion – Clearly restate position– Offer a solution, if possible, go beyond criticism– Issue a call to action –what can the audience do

General Food for Thought

• Timely & controversial— NOT outrageous• Use personal, conversational writing style• Educate without preaching• Provide a catchy title that emphasizes your

central message

• Who is your AUDIENCE?

More Food for Thought• Try to grab the reader's attention in the first line. End with a

strong or thought- provoking line. • Come down hard on one side of the argument, and never

equivocate. • Identify the counterargument, and refute it with facts. • Emphasize active verbs; go easy on adjectives and adverbs. • Avoid cliches. • Avoid technical jargon and acronyms • Use specific references and easy-to-understand data rather

than abstraction. • Anecdotes, examples, and anologies can sometimes help

enhance understanding of an issue.

LTEs

• All of the above applies• Just shorter—can’t develop the body• Make a single point• Pretty much the introduction and the

conclusion of the Op Ed• Responding to recent news/opinion pieces—

can assume audience familiarity

Writing Public Officials

• Know why you are writing– What do you hope to gain?– Are you sure this is the right audience?

• Is this part of a larger campaign? – Is there already a policy/action proposed that you

want the officials to support?– Is this the beginning of a campaign?

More on Public officials

• Address them with respect—if possible thank them for something

• Be clear about your purpose• Make a clear “ask”-- be reasonable• Provide sound reasons—– Build off of existing beliefs, statements, etc.– Reference existing policies, etc.

• Keep it as short as possible—one page is best• Don’t be apologetic• Thank them for their time

Climate

Climate

Change the discussion:

• Refute the mistake—then point out that the denial is really a value claim hiding as a factual claim

• Change the discussion to matters of value and policy—why might support for alternative energy be good no matter your climate stance; support a case for a climate bill that does not rely on stopping climate

Don’t be “the close-minded orthodoxy” conspiring to silence the opposition:

• Acknowledge that debate is important to science• But . . . point out that in this case, the debate

(which went on for years) has been decided• Dissenters (deniers) are a small group who have

been and are heard. They have yet to offer a convincing case

• Science is not a process of data collection that leads immediately to consensus

Describe the difference between journalism and science:

• Journalism balances coverage to demonstrate objectivity (unbiased reporting)– he said/she said– Equal time

• Science uses an objective method– To gather and evaluate evidence– To test hypotheses– To facilitate vigorous debate– To generate knowledge based on vigorous debate

Don’t let them assume the role of “disenfranchised underdog”

• Point to the smoking gun memos—show how denial is a deliberate attempt to manipulate public opinion

• Expose the links to fossil fuel funded think tanks

• Remind readers of the “Tobacco Strategy”• Avoid reproducing “elitist rants against anyone

foolish enough to doubt the reigning orthodoxy”