How to Place an Op-Ed in your Local Newspaper

The Basics on Op-Eds

A really great way to get our message out is by getting opinion columns, sometimes known as "op-eds," printed in the local paper. Most op-eds in local newspapers these days are syndicated columns by national columnists like Thomas Freidman or George Will, but newspapers can and do run opinion columns submitted by members of the community. A typical op-ed is 600-700 words in length, though your local paper may have specific length requirements.

Sometimes papers like to run opinions that are counter to the unsigned editorials written by the paper, but that's not usually a requirement. The important thing is that just because a paper leans conservative (or liberal) doesn't necessarily affect whether they print your op-ed.

Step-by-Step: How to Get an Op-Ed Published

1. Decide what papers you will submit your op-ed to
With your field organizer or regional coordinator, decide which newspaper you will submit your op-ed to. Generally the bigger the newspaper the better, so start by looking for the largest circulation papers in your area. You can get a sense of the largest papers in each state as well as their contact info here: http://www.newslink.org/topstate.html.

In some media markets there may be multiple Move On Councils in the area, and it's really important that no two councils submit op-eds to the same paper. Also, you should avoid submitting the same op-ed to competing papers in the same media market, although if one paper declines your op-ed, you can then shop it to another.

2. Recruit a good coalition partner to co-sign the op-ed (optional)
Since in many places we've already recruited some great clean energy businesses, we're already way ahead of the game. Now all you need to do is recruit them to take on this additional role.

Most clean energy businesses won't have any experience with op-eds personally, so you'll have to walk them through it. It's best to call them on the phone or meet with them in person. Explain the political value of the op-eds (as summarized above, plus any particular detail you may have on your local target) and how easy it is (it's easy—more on that below).

Ideally we're looking for clean energy businesses like solar panel or wind turbine manufacturers. However if you don't have the ideal clean energy business, you can definitely place an op-ed with any local small business owner, and that will help too.

3. Write the op-ed
You don't need to write the op-ed from scratch. Attached is a sample that you can work from pretty much word-for-word if you want. However, you should discuss with your clean energy business owner how s/he can localize the story. A more concrete, local story is always more compelling. There are points in the sample where we suggest you can add more local detail. However do your best to make sure that your clean energy businessperson stays on the message of the campaign if s/he writes a lot of original text, and also be sure that you don't go over any word count requirements.

4. Find out who is in charge of op-eds at your local paper
Every newspaper has a staff of opinion page editors. Larger newspapers may have someone who deals exclusively with op-eds, while small papers might have one person who handles op-eds, letters to the editor, and also writes the paper's own editorials. The easiest what to find out who's in charge of op-eds is to simply call the general number at the paper and ask. It's not a secret. You're going to want to get an email address for op-ed submissions as well.

5. Submit the op-ed
While you as the organizer are working behind the scenes to make this tactic happen, it's important that the newspaper understand that the op-ed is indeed coming from the author. So you should ask your clean energy businessperson to email the op-ed in. They should be sure to include their phone number and local address as well.

6. Call to follow up
This is the most important part. You and your clean energy businessperson can write the most brilliant op-ed ever, and it's very unlikely to be printed unless you call and make a compelling pitch to get it printed!

A good follow up call will stress that the op-ed is timely, local, and interesting to local readers. Because the economy is so high on everyone's agenda right now, it's not hard to make the case. Be sure to ask very directly whether they plan to print it or not, because if the answer is no you'll want to be able to pitch it to another paper in the district.

Attached is a sample script that your clean energy business might use in following up on the op-ed.

7. Once it's printed, get a copy of the clipping
If and when the op-ed is printed, be sure to get copy of the clipping and share it with your organizer. You should also be sure to share it with your clean energy businessperson, other members of your council, and even your target.

Sample script for following up on a clean energy business op-ed

Clean energy businessperson: Hello, is this _______.

Newspaper person: Yes.

Clean energy businessperson: Hi. My name is _________, and I'm the owner of [business name]. I'm calling to follow up on an opinion column that I submitted. Do you have a moment to speak now?

Newspaper person: Sure.

Clean energy businessperson: Great. The column is about why I as a local clean energy business owner here in [city/state] support President Obama's Clean Energy Jobs bill, which is being debated on in Congress right now. It would be a real boon to our local economy, creating hundreds of new, high-paying jobs [including jobs in my business]. Also, Representative ___________ sits on a crucial committee that will vote on the bill, so it's even more locally relevant and timely.

Newspaper person: Ok, sounds good.

Clean energy businessperson: Great. Do you think you'll have space to print it this week? It's very timely and of great importance for our local economy.

Newspaper person: Well space is always very tight, but it sounds very interesting. I will have a look at it, and if we can use it, we'll call you.

Clean energy businessperson: Great. I really appreciate that. Is it ok if I call you later this week if I don't hear from you? I'd love if the paper would run it, but if you aren't able to use it, I may want to offer it to another paper.

Newspaper person: Sure no problem.

Clean energy businessperson: Great. Thanks for considering it.

Newspaper person: You're welcome.

Clean energy businessperson: Good bye.

Tips for a great follow-up call:

1. Stress the local relevance and timeliness of your op-ed.
2. Be persistent but friendly.
3. Be sure to ask if they're busy, and if they say yes, respect their time and call back when they say they're available to talk.
4. Ask very directly if they plan to print it, and if they say no, let them know that you plan to offer it to another paper so that they're aware.