The public relations industry is constantly evolving, but one aspect that remains essential is the use of op-eds and letters to the editor. These written pieces serve as important tools for shaping public opinion, advancing a client’s message, and engaging in ongoing conversations about issues that matter. Especially in the nonprofit and sustainability spaces, these tools play a pivotal role in advancing the crucial work that many of our clients do.
Op-eds
Op-eds, short for opinion editorials, are articles written by a person who is not a staff writer or reporter for a news outlet. Typically, op-eds authors are individuals with expertise or a unique perspective on a particular issue. These articles are submitted to news outlets in the hope of being published and read by a relevant audience. PR professionals often collaborate with a client to create op-eds that help them present a particular viewpoint, to establish thought leadership, or to offer an expert opinion on an issue related to their work.
An Op-ed is not just a personal essay or statement – it must make an argument and hold a clear stance on a particular issue or conversation topic. While it can include personal stories to establish credibility, it needs to address a wider issue that the author is commenting on. It shouldn’t be overly self-serving or promotional about the organization the author represents. Op-eds typically land around 700-800 words, giving the author the space to lay the foundation for their argument, and back it up with credible sources and persuasion.
Another thing to consider is the location and focus of the outlet where it is being sent. For example, the Worcester Business Journal is a local newspaper that services the business world of Worcester. Their opinion column is comprised of local voices in the Worcester community, discussing personal viewpoints on relevant conversation points and discussions. These aimed at people residing, working, or being influenced by the Worcester community and are used to discuss the issues at hand that the local journal reports on. For national outlets like The New York Times and national trade publications like The Chronicle of Philanthropy make sure the issue is wide reaching enough to match their larger audience.
Letters to the Editor
Letters to the editor (LTE), on the other hand, are written by members of the public and are submitted to news outlets. It can be in response to a recent article in their publication, a particular issue, or an emerging conversation topic. LTEs are often much shorter in response, limited to around 250 words, and give brief feedback, support, or disagreement to what they are responding to. LTEs give a fresh layer to news outlets, allowing the public to weigh in on local issues and let public officials and the wider community know how members are responding.
LTEs are a great way to get in front of key elected officials in local cities and towns, as well as ensure that news outlets include a community, constituent, and public perspective for the people who live there. However, LTEs are not only for hyperlocal papers. These can also be found in national publications like The Washington Post, where their opinion section also allows for a national response to larger issues on timely subject matters. LTEs in national outlets allow for a variety of viewpoints, giving readers a more well-rounded understanding of national issues.
Why do op-eds and LTEs matter?
These opinion pieces are important for clients who are seeking to change public perception about a controversial or misunderstood topic. Op-eds and LTEs allow PR professionals to insert their client’s message into ongoing conversations, which is an effective way to ensure their organization and values are top of mind to their desired audiences. For example, a client that works in the food insecurity space, such as Project Bread, will write an op-ed for a regional outlet that addresses ongoing policy issues surrounding food access and resources. Project Bread’s opinion piece in WBUR titled, “Why your kids should eat school lunch. Even if you can pack it for them” inserted the organization into emerging conversations surrounding school meals, advocating for accessible school meals for all, as well as positions the organization a leader in this conversation and a trusted voice for future stories.
Op-eds and letters to the editor are an incredible tool to capture a client’s voice, ignite discussion and generate conversation from the perspective of their organization. Ensuring that clients are part evolving news stories that are relevant to their mission is crucial to raising public awareness of their work and making sure they are heard by key decision makers who can help them make a difference in the issue their organization is designed to address.
