guide to writing and pitching op-eds
DESCRIPTION
The presentation for the AAJA Media Institute in Washington, D.C., on Aug. 16, 2014 by Sharon Chan and Jeff Yang.TRANSCRIPT
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Write and pitch powerful op-eds2014.08.16
AAJA Media InstituteWashington, D.C.
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Speakers
Sharon Pian ChanAssociate Opinions Editor / DigitalSeattle Times@sharonpianchan
Jeff YangOpinion columnistWall Street Journal, CNN@originalspin
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PITCHING NEWS VS. OP-ED
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News Op-ed
Less work. Reporter writes story.
More work. You write and pitch op-ed.
Less control. Reporter controls story.
More control. You shape your message.
Topic benefits from neutral observer
Topic benefits from your perspective
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WHAT IS AN OP-ED?
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Editorial: The position of the newspaper, always written bythe editorial board. No byline. There is no such thing as a “guest editorial.”
Staff or syndicated column: Opinion pieces written by staff or syndicated writers. Byline will say “staff column” or “syndicated column”
Op-ed or Guest Column: Opinion pieces written by members of the community. Byline may say “Special to” or “Guest columnist.”
Letters to the editor: Responses to previously published news or opinion articles
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BY ANGELINA JOLIE, ACTRESS……and daughter of a cancer victim
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AN OP-ED IS…A knowledgeable argument
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AN OP-ED IS NOT…
Community news
A progress report
A news release
A rant
A response to a previously published article
A fundraising letter
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A RESPONSE TO A PUBLISHED ARTICLE IS A LETTER TO THE EDITOR
Striking a chord with the R-word
April 22, 2014
Regarding "Race continues to play a role in American politics" (Page B10, Sunday), I just read Leonard Pitts Jr.'s column indicating that race is why President Obama is having so many problems with the Republican Party. The word "racist" is often used when someone does not agree with this president. I do not care for this president, not because of race, but because of his policies. ….
William F. Schwartz, Pearland
Pretty obvious
Bill King and Leonard Pitts, in Sunday's editions, are really talking about the same thing. King's column, "Obamacare is faltering as GOP election issue" (Page B10) articulates the inability of many Republican lawmakers to offer anything other than resistance to almost every move the president makes, without offering alternatives, and Pitts' column highlights why this is so. …
The bottom line is that these people hate the fact that there is a black man in the White House. Pitts calls it like it is.
Mark Dennis, Houston
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YOU ARE ALREADY AN EXPERT
You are uniquely authorized to write a guest column about something
Example: Are you an immigrant? You have a unique opinion about immigration reform
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OP-ED IDEAS
News event relates to your mission
Help someone your nonprofit serves write/pitch an op-ed
Secondary areas of expertise: your neighborhood, nonprofit management
Work with experts, notable guests
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Tesla doesn’t deserve special treatment
Guest contributors
As automobile dealers in Houston, we compete for business every day. We have to be competitive in our pricing, we have to offer good service, we have to be available for repairs or recalls, and we have to continue to earn trust to stay in business.
There are automobile dealers across Texas in 300 communities doing the same thing we do every day. These dealers are often the major employers in the area and the major benefactors for the local hospital, schools and little leagues. And collectively, we are a powerful economic engine, pumping billions through the economic system of our great state….
By Mac DeLaup, president and managing partner of John Eagle Honda of Houston and chairman of the board of the Houston Automobile Dealers Association; Mike Smith, chairman of Russell & Smith Ford-Honda-Mazda and board member of HADA and the Texas Automobile Dealers Association.
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Mullan’s addiction and his actions are responsible for the death of two grandparents … Sadly, Mullan is not alone in his struggle with addiction.
David Coffey guest columMark Mullan has a treatable disease: addiction
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I’ve worked at the same fast-food restaurant for five years. In all that time, my hourly wage has risen 50 cents.
Fernando Cruz guest columnShow respect for fast-food workers with sufficient pay
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Parents who hurt their children aren’t all monsters. I know. I was one of them
Patty Duke guest columnCompassion and hope for parents who abuse
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WRITING AN OP-ED
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OP-ED STRUCTURE
Short lede, ~100 words
Main argument
Research supporting argument
Propose change
Repeat main argument
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ADVICE ON OP-ED WRITING
Seattle Times op-ed guidelines: http://seati.ms/opedguide
Writing tips from Alex Lo, columnist for the South China Morning Post: http://bit.ly/n3conoped
Other submission guidelines: Just Google it
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Avoid bad writing
Washington Post Opinion’s list of 200 journalism cliches
http://www.washingtonpost.com/news/opinions/wp/2014/02/27/the-outlook-list-of-things-we-do-not-say/
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PITCHING AN OP-ED
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WHO PUBLISHES OP-EDShttp://www.ccmc.org/sites/default/files/Top100op-eds.pdf
Easier
• Local ethnic print publications: Rafu Shimpo• Hyperlocal websites
• Ethnic national websites: 8Asians.com• Business journals: Orange County Business
Journal• National websites: Huffington Post
Harder
• Daily metropolitan newspapers• National newspapers
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PITCHING: STAND OUT FROM THE CROWD
Read the submission guidelines and follow them
Have an opinion and state it forcefully
Be pleasantly persistent
Explain why you are the best person to write this, in 200 words or fewer
Include a headshot > 200 KB
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MAKE AN OP-ED EDITOR HAPPY
Don’t submit to multiple publications at once
Don’t demand to hear back the same day
Don’t expect a commitment to publish on spec
Don’t expect multiple rounds of editing and multiple last-minute changes
Don’t call to double check whether we received it
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REPEAT:You don’t have to be Angelina Jolie
….But it doesn’t hurt?
Think about how to frame yourself to maximize your relevance and the likelihood of getting exposure
Are there other people in your organization — or social network — whom you can ask to lend their relevance and notoriety?
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Email excerpt from op-ed writer Arsalan Iftikhar @TheMuslimGuy:
SOCIAL MEDIA COUNTS
Please let me know when the article goes live and I will send out to my 30,000+ Facebook/Twitter followers…Thanks again for this wonderful opportunity...Hope to do it again soon
Yours,Arsalan
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MORE TIPS FOR NONPROFITS
Recruit a writer to volunteer or to join your board: a public relations professional, public affairs consultant, former journalist
Check whether a PR firm does pro bono work
Join AAJA as an associate member and attend local/national events to build relationships: http://www.aaja.org/join-aaja/
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NO DOES NOT MEAN NEVER.
NO MEANS NOT RIGHT NOW.
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SCREW IT. PUBLISH IT YOURSELF.
Recommended reading: “Show Your Work” by Austin Kleon
http://austinkleon.com/show-your-work/
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QUESTIONS?
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COME UP WITH AN OP-ED IDEA
1. What are you arguing for?
2. Why do people need to read about it right now?
3. What is your unique perspective on it?
4. What change do you want to see?
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LUNCH12:30-1:30
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LET’S HEAR YOUR PITCH
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Sharon Pian ChanAssociate Opinions Editor / DigitalSeattle Times@sharonpianchan
Jeff YangOpinion columnistWall Street Journal, CNN@originalspin
Replay presentation at http://bit.ly/op-ed-aaja-2014
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THANK YOU! WHAT WENT WELL?
WHAT COULD HAVE GONE BETTER?