The editorial page of your local or regional newspaper can be an effective vehicle to deliver a message to legislators and the public at the same time. Congressional offices read local newspapers to gauge public interest in and concern about specific issues. In addition, editorials can establish or strengthen relationships with others in the community who advocate on the same issues.

Before seeking editorial coverage, contact the communications leader at your entity or at CHRISTUS Advocacy for advice and assistance with message strategy and development.

When considering which letters to the editor to publish, editors are most likely to select those that comment on a specific issue recently covered in the newspaper. A letter to the editor can correct or clarify points made in an article or make your point of view known. Letters should be brief (3 or 4 paragraphs at most), clear, timely and relevant to your community.

Newspaper editorial pages usually include a paragraph about submitting letters to the editor -be sure to follow these guidelines. In general, address your letter "Dear Editor." If you are responding to an article, include its title, author and date of publication, and explain why you agree or disagree with it. Include facts and figures to support your points, and conclude with recommendations on the issue.

Opinion Editorials (Op-eds)

Most newspaper editorial pages provide space for guest editorials or op-eds. Op-eds are usually longer than letters to the editor and provide an opportunity to make more complete arguments for or against an issue. However, op-eds should be limited to about 750 words to increase their chances of being printed. Newspapers are often receptive to op-eds on health care issues that are written by senior management, physician leaders, nurse leaders, board members or other community leaders.

The first paragraph of an op-ed should grab reader attention and state your position on the issue. Include facts and figures to support your position, then conclude the piece with your recommendations. As with letters to the editor, op-eds should be timely, concise, persuasive and understandable to a reader who is not familiar with the issue. Print an op-ed in double-spaced format on organization or personal letterhead and send it to the newspaper editor with a brief cover letter. The cover letter should include your credentials for writing the commentary and should ask the editor to publish it.

Meeting with Editorial Boards

You may seek to have a local newspaper write its own editorial in support of your position. You may request a meeting with the newspaper's editorial board (which consists of editorial writers and editors) to provide information about a current issue and seek their support. Request a meeting by sending a letter to the editorial board that explains the reason for the meeting and briefly outlines the issue, then follow up with a phone call to the editor.

When meeting with an editorial board, keep your message simple. Make two or three key points; use language that is understandable and non-technical; demonstrate the local impact of the issue under discussion; and be prepared to answer questions.