The letters section of newspapers and magazines is one of the most-read sections of the publications. The high readership offers you and your organization a cost-effective solution to spread your message and to reach your target audiences.
1. Outlet Policies
Outlets have rules that are important to consider when writing a letter to the editor. Common length restrictions are 250 to 300 words. Most require you to provide your name, address and telephone number so that you may be contacted to verify the letter before it is printed.
2. Timing
The chances your letter will be published increases if you coordinate your letter to refute, contribute to, or correct recently published pieces from the outlet. You can also write your letter in conjunction with current anniversaries, events and other news.
3. Proper Reference
If your letter is a response to a piece or in relation to a specific event, make note of this in your letter. Quote referenced headlines and date of publication near the beginning of your letter.
4. To the Point
Be concise. Make sure the letter complements the broader strategy to move your target audience. How does the letter fit in your communications plan? Make your point.
5. Know Your Facts
You need to be able to verify any statistics or other facts if the outlet inquires.
6. Control Outrage
You may care to express outrage or dissatisfaction in your letter. This is acceptable as long as you maintain comprehensibility. If you are extreme, you will sacrifice credibility.
7. Write in Good Times and Bad
You do not have to limit your letter writing to times of adversity. If an outlet or event positively covers your issue, write a letter praising or thanking this coverage or support.
8. Write More Than One Letter
Don‘€™t limit yourself to one outlet. Change the content of your letter to match the perceived audience of an outlet, the scope of the outlet, and the location or regional characteristics of the outlet.
9. Many Angles
Try writing your letter from different angles. Different angles reach different audiences and strike different chords on the same people. Diversify your approach to get through barriers while maintaining your objectives.
10. Follow Up
Clip published letters and send them to people that can pass them on to your target audience in case they missed them. Keep writing.