One of the most widely read parts of a newspaper or magazine is the op-ed section. There are often opportunities to embed your marketing and public relations messages in this prime real estate.
The op-ed pages are an outstanding venue in which to advocate for or against issues, generate support for not-for-profit organizations, promote political candidates or announce corporate decisions and philanthropy. The op-ed pages let you be informative and opinionated before an audience that is actively engaged. And as an added bonus, the space in the paper is free.
There are two main types of op-ed submission: short letters to the editor and longer commentaries. Some general rules apply to both. Be concise. Be pointed. Be factual and honest. Be relevant. Provide suggestions and solutions. Criticize people you think may be wrong or behaving badly, but be fair even as you’re being critical. Always take the high road to preserve your credibility. When suitable, issue a call to action. Tell people what they should do and why.
Current issues apropos
The op-ed pages are a great place to discuss the issue of the day, particularly as it relates to you. Education, taxes, health care, public policy, the environment — the list of potential topics is endless. You and your organization likely have unique insights that can be shared in a commentary. This demonstrates your knowledge, contributes to your credentials as an expert, and can lead to increased awareness about your organization.
Newspaper editors often are very accommodating of not-for-profit organizations that use commentaries to educate the public or advocate on issues. Commentaries can be a good way to inform people about new programs or to seek new members. Talk to local editors and see what their needs and guidelines are.
Inform the public, too
Commentaries and letters to the editor are also good ways for private and public companies to inform the public about investments, new products or philanthropy. If a company feels it has been unfairly criticized, the op-ed pages provide a venue to present its side in a direct, unfiltered manner.
Commentaries and letters to the editor can be powerful ways to communicate your message to the public. You’ll be surprised how often you can leverage this strategy as a marketing tool.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
