How to Work with Print Media

Print media encompasses a variety of outlets, including daily and weekly newspapers, local and national magazines, association and civic newsletters, etc. While the suggestions outlined below can be applied to almost all print media, we have focussed on newspapers, magazines and wire service stories.

Newspapers / Magazines:

Because they have the largest staffs and readership, newspapers (daily and weekly) and some magazines (weekly and monthly) will always be important targets for outreach. These outlets generally provide more in-depth treatment of a subject than television, radio or wire stories. Newspapers can be particularly valuable communication tools because they are published frequently, cover a broad range of issues and rely heavily on local news to fill pages. As a result, newspapers are more likely to publish editorials, opinion pieces and letters generated by your coalition members. Opportunities for coverage include:

• Editorial page and letters to the editor
• Metro/city news
• Economic development news
• Transportation and commuter news
• Politics and government news, particularly concerning budgets and public projects
• Business and employment features
• Energy and environmental news
• Technology and science features
• Lifestyle features
• Real estate features
• Consumer news
• Special interest population news (i.e., senior citizens, people with disabilities, minorities, students and children, the disadvantaged)

Contacting Print Reporters/Editors:

When contacting a journalist, columnist or editor, be direct in making a request. Do not hesitate to ask for a supportive editorial or follow-up story. Below are some specific suggestions for initiating editorial board meetings, op-ed pieces, a feature story or column and letters to the editor.

Editorial Boards:

What is an editorial board? Editorials reflect the issue positions taken by a publication. These essays, which can help influence decision-makers, are written by the editorial board and usually use information presented by local, state or national figures during an editorial board meeting or briefing. These meetings, which are often scheduled at regular times each week, typically last no more than one hour and take place at the publication’s office.

How to request an editorial board meeting: Editorial writers are news-oriented. Thus, meeting requests are more likely to be received positively if you approach an editor when transit or related issues are in the headlines. To request a meeting:

1. Find out the publication’s position on specific public transportation issues before seeking a meeting. This can be accomplished by reviewing previously published editorials and relevant news coverage.
2. Draft a brief letter to the editorial page editor stating why your issue or position is worthy of discussion. Provide compelling and timely facts that demonstrate you have valuable information or an interesting perspective to share. It is also useful to explain why the issue is particularly relevant to your community. (A sample letter is included in this manual.)
3. Follow up with a telephone call.

Tips for a successful editorial board meeting:

• Focus your presentation on no more than three main messages supported by facts, data, memorable examples, anecdotes or quotes.
• Show that you are aware of other approaches to the issue. Editorial writers may ask you to explain the opposing point of view. You will have greater credibility if you are perceived as having seriously considered other viewpoints while taking a firm stand.
• Consider taking along an ally who can provide additional credibility, expert testimony, personal insight or a local angle.
• Be prepared to defend your position, answer questions, hand out simple charts or background materials and offer to be available if additional information is needed.

Opinion Editorials (Op-Eds):

What is an op-ed? Opinion editorials, or "op-eds," are short commentary pieces written by third parties rather than the staff of the publication. An op-ed is an excellent way to communicate your messages, directly and unfiltered, to target audiences -- regardless of whether the publication is interested in an editorial board meeting.

How to submit an op-ed: Op-ed policies differ from publication to publication. It is important to learn in advance the criteria and format for submitting op-eds and to whom a piece should be sent. Most op-ed articles focus on a single issue and raise a few key points or messages. Longer pieces are likely to be heavily edited by the publication. When submitting an op-ed article, be aware that the choice of an author is critical; people with highly recognizable names or positions in your community are more likely to have their articles published.

Tips for getting your op-ed published:

• Select a topic that is currently in the headlines and will continue to be newsworthy for the next two to three weeks.
• The article should be well organized and well written, typed, double-spaced and no more than 650 - 750 words in length.
• A short cover note should accompany the article. The note should include the author’s name, title and organization (or other descriptive credential), contact information and why the piece is important.
• Within a couple of days, follow up with a telephone call to express your hope that the piece will be published.

Letters to the Editor:

What is a letter to the editor? Letters to the editor are the simplest and most direct way to respond to particular articles or editorials that have appeared in a publication. Editors of newspapers and magazines use the letters section as a forum in which readers can share views on timely or controversial issues, even if the publication does not comment on the topic itself. Therefore, the letters-to-the-editor section often provides a forum for brief reports or information that may not be covered by news reporters.

Where to send letters to the editor: The weekly newspaper is the easiest medium in which to get a letter printed. It is helpful to send a letter within two to three days of when the original article or editorial to which you are responding appeared -- or week in advance of when you hope your letter will appear. Letters to magazines also can be effective because they can reach a broader readership or be targeted to a particular magazine’s audience.

Tips for getting your letter published:

• Learn the name of the editor to whom your letter should be sent.
• Letters should be typed, double-spaced and fewer than 250 words (preferably about 100 words).
• Keep it simple, crisp and to the point.
• Consider including local references. If you are writing about a national issue, mention how it impacts people in your city, state or region.
• Cite the article or editorial (including the date and headline) to which you are responding.
• Your letter should be sent within two to three days of the publication of the original piece. If you are not responding to a specific published article or editorial, the topic should be timely and currently in the headlines.
• If you are responding to an editorial position taken by the publication, affirm or challenge the stated view and support your reaction with facts, anecdotes, quotes and/or humor.
• Avoid sending the same letter at the same time to multiple publications. Vary your letters by rearranging and rewording paragraphs.
• Whether you send an e-mail or conventional letter, provide complete contact information on the author.

Feature Writers and Columnists:

What are feature stories and columns? Feature articles are generally longer news stories that examine an issue in depth. Columns are opinion pieces generally written on a weekly or biweekly basis by the same author, who may work for the publication or be an independent, syndicated writer. Both feature writers and columnists seek suggestions for their articles.

How to propose a feature story or column: One of the best ways to suggest a topic for a feature story or column is to contact the writer, columnist or editor directly. Depending on your relationship with the journalist, you may wish to call or write. However, most writers and editors prefer to receive story ideas in writing, along with pertinent background information.

Tips for pitching a story idea:

• Begin by explaining to the writer, columnist or editor that you are offering an idea for a feature story or column.
• Summarize the idea in one paragraph.
• Explain why the intended audience would be interested. Emphasize the scope and importance of the story.
• Provide a few interesting details or facts.
• Describe picture possibilities.
• Enclose your contact information, including e-mail address and telephone number.

Print Deadlines:

Reporters are always pressed for time. They maintain busy schedules to stay abreast of breaking news. Sensitivity to the media’s deadlines is critical to working successfully with journalists in any medium. Standard deadlines for print media vary according to the type of publication, but typical ones include:

• Daily morning newspapers: 2 to 3 p.m. the prior afternoon
• Daily evening newspapers: Early morning the day of the issue
• Weekly newspapers/magazines: Five to seven days before the issue date
• Monthly magazines: Two to six weeks before publication

Wire Services:

A wire service is a news agency that disseminates syndicated news copy to subscribers in the media. The most widely used wire services are the Associated Press (AP), Gannett News Service, Reuters and Knight Ridder. Consider contacting a wire service if the story has appeal that goes beyond your local community. By contacting the local bureau in your area, you have the potential to get your story or commentary picked up by newspapers across the country that find the information useful to their readers but do not have adequate staff to devote to the story.