How to Generate a Newspaper Editorial
1. Do your research• Make sure that the topic you plan to write about is relevant to articles the newspaper has published recently.
• Read a variety of news sources, and track how often they write about global AIDS and related issues. That way you can make sure that when the time comes to speak to journalist, you're not pitching an idea that s/he has already covered. (If the author of a particular piece isn't indicated, contact the paper and ask.)
• Be aware that journalists are constantly bombarded with requests to cover specific topics. As a general rule, you should only contact individual media regarding your most important communications.
• Understand that the primary responsibilities of good journalism are ethics, credibility, and impartiality. Most journalists are required to include perspectives from a variety of credible sources in the articles they produce.
2. Pitch your idea
• Write it down. Clarify exactly what message you want to communicate to the journalist you're planning to contact
• Make the call. If you get voicemail, leave a message, but don't count on a return call. It's up to you to make contact. If you're able to speak to the journalist, ask if they have a few moments to spare. Be prepared to reschedule the call at a more convenient time.
• Engage the writer. For example, compliment them on a particular article(s) they've written, or thank them for the work they've been doing to focus attention on specific issues related to global AIDS. (Be sure you've done your research!) Then ask if they have time to speak with you briefly.
• State the problem as simply and concisely as possible, making sure to mention that an editorial on the topic could have a significant impact in shaping public opinion and generating momentum for political change.
• Make it relevant. Relate the concern you're raising to a local issue or an upcoming event, e.g., a budget vote in Congress, World AIDS Day. The more relevant you can make the issue, the better your chances of getting it written about.
• Make a call to action. Reiterate that you would like the journalist to write an editorial and would also welcome the opportunity to set up a face-to-face meeting with him/her or the newspaper's editorial board to brief them on global AIDS and related issues.
• If you've made contact with a writer who seems completely uninterested, it's okay to ask him/her if there is another writer who may be more interested in your issues.
• Make yourself valuable. Identify yourself as a credible source and offer to provide "extras," such as photos, anecdotes, fact sheets, useful website addresses, and helpful contacts.
• Lay the foundations for future contact. Ask if the journalist would be interested in receiving information from you in the future. If so, does s/he have a preferred means of contact, e.g., email, fax, phone, etc.?
• Follow up. Be polite and persistent. Journalists are busy, but once they see you as a valuable resource, they're more likely to respond to your requests.
SOURCES: This fact sheet was adapted from materials developed by the RESULTS Educational Fund, www.planning.org, and http://www.amicc.org/docs/NGO-media_training.pdf.