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Op-eds:
A Cost-Effective Strategy for Advocacy |
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© Benton
Foundation, 2000. To obtain copies, contact the Benton Foundation, |
"Op-eds are a powerful medium for communicating to the public and policymakers. A single op-ed in the right paper can shape a debate...." This guide, published by the Benton Foundation as part of its Strategic Communications for Nonprofits series, advocates using a strong op-ed piece as part of a media advocacy campaign. (An op-ed is an article or opinion piece contributed by a community member that is printed in the newspaper opposite the editorial page.) Part one of the handbook offers step-by-step instructions on developing and implementing an op-ed strategy, from setting goals and defining the audience, through identifying an original story angle, writing the piece, and selecting appropriate media outlets. Part two presents a series of case studies that illustrate how op-eds have been used successfully to achieve specific outcomes in past campaigns. This section has been updated from the original 1991 version. Case study examples cover issues ranging from school-based health care and breakfast programs for children to gun safety, welfare reform and health care provisions for people with disabilities. While op-eds usually focus on local issues, the guide points out ways that they can also be used to advance regional, state, and national campaign goals. Recommended for community, public health, and social service organizations want to learn how to get their views published in print media.
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