Sign UpEDITORIAL BOARD MEETINGS
An editorial meeting—whether it is with an editorial board or a single editorial writer—is a unique opportunity for advocates to present their viewpoints on issues to the press and broadcast media. Unlike hard news, editorials present opinions. Advocates can take advantage of editorial meetings to turn the media's attention to the urgent need of America's medically underserved.
Editorials often follow or accompany news-making events. Your opportunity to promote editorial coverage will be greatly enhanced by the amount of hard news coverage you have received in the community. As advocates, you have the opportunity to present the "big picture" of health care in crisis in editorial presentations.
Steps to Take
Write the editorial page editor requesting an editorial board meeting. Here is a sample editorial board request letter you can use. Your request should clearly explain the issues you wish to discuss, who will attend the meeting and why the issue is timely and important to the community. Before you meet with the editorial board, make sure you know what the paper has written on your subject in the past. This is part of good preparation and common courtesy. If you are going to ask a newspaper to highlight a particular issue, know what the paper has already said about it. It will help you tailor your case to the special interests of your target audience, the editorial board. Keep files on what your local papers have written on issues of importance to them. Such a filing system can be very useful in preparing for meetings with representatives of the papers. While you may have kept a file on your issues, you may not be aware of what position the paper has taken on others, for example, school bonds, gun control or college loans. You should also prepare one-page fact sheets in support of your position and bring enough copies for everyone in the meeting. Also bring copies of any editorial memoranda your organization has written on the issue and the names and numbers of people who can be contacted for more information.
You might want to bring other experts with you to the meeting, but a good general rule is the smaller the group, the better. Some advise that one person is often the best solution for presenting the necessary information and answer most questions from the editorial staff. You can always get back to the board with more information or answers that you did not have at the meeting.
Some advocates like to bring people who can increase the credibility and importance of their message, such as prominent citizens from the community. You can also help your case by bringing someone who would not normally be considered an ally. For example, a liberal group can imply widespread support for its position by including a prominent conservative in its delegation.
A typical editorial board meeting will start with your opportunity to "state your case." This opening statement should be limited to a few minutes.
It should summarize your organization's position on the issue, the evidence that supports this position, the anticipated criticisms of your opposition and appropriate responses to those criticisms.
Once you have stated your case, you can expect questions from the editorial board. Not all of the questions will seem friendly, even if the board is predisposed to agree with you. This is because editorial boards must consider the counter arguments they will receive from their readers. Board members will often want to test the validity of your position by playing the role of devil's advocate.
It is crucial to anticipate the most common criticisms of your position ahead of time and be prepared to defend against them. If you can't adequately defend your opinions, how can the newspaper be expected to defend them?
Try a practice session with one person playing this role, reading from questions prepared in advance on 3 x 5 cards. If possible, use a home video recorder to tape the session. Let the presenter critique his/her own performance.
If the newspaper decides not to do an editorial, or to take an editorial stance that is contrary to your position, suggest that it print an op-ed piece or a letter from your organization. You do not want to offer such an alternative unless you are sure it won't run an editorial. But, under these circumstances, being prepared with an option that can help salvage the situation.
Always remember that when you meet with an editorial board, or any staff of any newspaper, you are meeting on its turf. The newspaper is extending you a courtesy by listening to and considering your point of view. Return the courtesy by respecting the editorial board's opinions, positions and constraints.
If the editors decide not to agree with you, make it clear that agreement on any particular issue is not a prerequisite for maintaining an ongoing relationship of mutual respect. Remember, in any type of lobbying, there is no such thing as permanent friends or permanent enemies.
Timeline
Two weeks before the meeting have a practice session with your spokespersons.
In an election year, arrange for meetings four to six weeks before the primary and general elections.
Generally Speaking...
Don't assume reporters know what you mean. Avoid jargon, initials and acronyms. If you think a reporter is not following your point, state it a different way.
Have a good attitude. Be patient.
Don't confuse style with substance. A consistent message is more important than a catchy new sound bite.
Anticipate questions, especially the hard ones.
If you are not the best person to be interviewed on a certain topic, put the reporter in touch with that person.
If you want to win your point, appeal to the public's self-interest.
Know the facts: Never lie. Never guess, and never think less of yourself if you don't know the answer. Tell the reporter you will get back with the answer - and always do so. If you realize you gave a reporter misinformation, call immediately to set the record straight.
Share information with reporters as you receive material from government agencies, the national office or other sources. Put your name and phone number on any information you give to reporters.
Bring materials for everyone who attends.
Send a thank-you note afterward, and continue to press for an editorial. Keep the editorial staff apprised of relevant new developments.
SAMPLE EDITORIAL BOARD FOLLOW-UP LETTER
Dear :
Thank you again for taking the time to speak with our group last month. [Names of meeting attendees] and I very much value the coverage the [name of newspaper] has given to such issues as children’s health, quality of care, welfare reform and Medicaid. We hope our discussion piqued your interest in the good work that the [your state or city] community health centers do.
While our discussion last month touched on numerous issues facing health centers both in [your state] and in the nation, I wanted to take this opportunity to underscore the import role health centers can play in health care reform. People need both coverage and a place to go for care to keep them healthy and out of hospitals. That is why it is critically important to create more health care homes for the 56 million Americans who currently have no access to basic health care. Many of these medically disenfranchised have health insurance, but no place to go for care. That is why health centers have also launched a plan called ACCESS for All America to serve 30 million people by the year 2015 with affordable and accessible health care.
Next week, I will send you a packet of information including various reports done on the effectiveness of community health centers. If you have any questions or need any other information, please don’t hesitate to call me or any of the [your state or city] area health centers. I also hope that you or a reporter you designate will be able to visit a health center soon. We would be happy to show you around our center and explain their work and individual situations. We hope you will consider writing something about the current funding crisis facing the health centers.
Thanks again for your time.
Sincerely,
[your name, title and organization]
