Got an opinion? Get publicity (part 2)
Once you know your reason for writing a letter to the editor, the key is knowing exactly how to composing it so you will get publicity.
Now, here are some tips to keep you on track as you write:
- Simplify the process for editors by ensuring that your article has correct spelling, good grammar, and include accurate information. If all an editor has to do is copy and paste, it makes the prospect much more appealing.
- Keep the letter to short to maximize chances of being published. An editor doesn’t want to waste time editing. As a matter of fact, many post guidelines of how many words. Follow their lead, and make it even shorter if you can.
- Emphasize your credentials. After all, the purpose of the letter is to promote yourself and your business. Explain why you know what you know briefly.
- Make sure you include just one central point with back-up information. Don’t overdo the letter.
Before publishing a letter, most papers will call to verify that you wrote it. Remember to include your contact information, such as full name, title, company name, address, email address and telephone number.
Also, remember that in order to contribute a letter, you must read the publication regularly so that you are familiar with the material and its targets. As soon as you spot an opportunity in which you can relate to, jump on it. Hesitating will give your competitor the chance to get published first!
You can also get more publicity by making your opinion into a press release. In it, you could link to your letter to the editor (most newspapers print online too). The best thing to do is to make a press release that gets noticed is to apply to a current trend in your industry or in mainstream culture.
I use this example in my book: a local real estate firm had agents with a lot of creative marketing ideas to sell homes. For a press release I made it into a story about how you can help your home sell in a recession. I used examples from the local market. It got great coverage.
Janet