Open editorial columns or op-eds are essays in the press written by guests, e.g. experts on an issue. Find out from the newspaper or magazine what their requirements for op-eds are. Op-eds could be contributed by campaign leaders or appointed spokespeople, or even a well-known public figure connected to the campaign.
Practical tips for op-eds
To get the op-ed published, find out the names of the editor or editors of the op-ed section at each media outlet. When you get someone on the phone, quickly tell them who you are, what organization you represent, about your issue, and why the proposed op-ed is timely or newsworthy. Then tell them you have an expert—yourself, the head of your organization or a well-known personality—who would like to get your side of the issue across to the media’s audience. Be prepared either to get rejected or to be asked to send the editorial immediately for consideration. Once one media outlet has agreed to look at it, do not send your op-ed to other outlets until your initial pitch is rejected or accepted.
Source: Centre for Reproductive Rights, Advocacy Guide, 2003.
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