Spring 2015 3700 Op Ed
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Transcript of Spring 2015 3700 Op Ed
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#oUJ3700
Op ed
Letters to editor
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Thursday: News release and the pitch letter
A week from Thursday: Midterm
Thursday: Op ed
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Basics
• Controlled Media
• Uncontrolled Media=media to validate my work
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SIX DIFFERENCES WITH AN OP ED
• Allow PR to reach opinion leaders
• Op-ed authors are perceived as thoughts experts
• Op-eds are exclusives
Op-eds are controlled media.
This is rare in media relations and publicity.
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SIX DIFFERENCES WITH AN OP ED
• These can talk about policy.
• These can promote events more blatantly.
• You’re worried the reporter will screw the story up.
Op-Eds are controlled media.
This is rare in media relations and publicity
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OP ED FORMAT
• 750 words max for an op ed.
• You need to have one main idea.
•Hit it early, and don’t veer off course.
• Short powerful sentences.
• You need facts to verify your claims.
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OP ED FORMAT
• Don’t say, “I think.” State it.
• I think this is a bad idea.
•This is a bad idea.
• Don’t send out op eds in bulk.
• Do call an editor to see if a paper takes them.
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LETTER TO THE EDITOR DIFFERENCES
• They are shorter (200-300 words)
• You react to news and should state what sparked the letter.
• State the theme of your letter after saying why you are writing
• A letter to the editor is a counter punch. An Op ed can be an attacking punch.
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OP EDA GOOD WAY TO FORMAT
• What is the problem?
• What is your opinion on the problem?
• What is your supporting information?
• What is the solution?
• Why should the reader care?
• These steps don’t have to be in the order I just listed above.
• I am going to look for data supporting each of those five questions.
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OD EDROOM TO BE BETTER
• Hit harder.
• Short, choppy sentences.
• This is wrong.• We can do better.
• A call to action.
• Watching your SVO….
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OP EDROOM TO BE BETTER
• In terms of subject matter, think beyond your organization.
• We are worried about rising energy and food prices.• Buying local saves money.• It protects jobs.• Our client helps in both areas.
• You can’t do this if you don’t follow current events.
• Connect the dots between you and news values.
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Op ed example…..
Work through those five steps…
We will work though those five….