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Op-Ed (Opinion-Editorial) Project 2010 Global Sustainability Summer School

Op-Ed (Opinion-Editorial) Project 2010 Global Sustainability Summer School. John German Director of Communications Santa Fe Institute jdg@santafe.edu. Some ingredients of “news”. Proximity Timeliness Novelty Consequence Conflict Human interest Credibility Suspense. www.newsmap.jp.

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Op-Ed (Opinion-Editorial) Project 2010 Global Sustainability Summer School

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  1. Op-Ed (Opinion-Editorial) Project2010 Global Sustainability Summer School John German Director of Communications Santa Fe Institute jdg@santafe.edu

  2. Some ingredients of “news” Proximity Timeliness Novelty Consequence Conflict Human interest Credibility Suspense www.newsmap.jp

  3. Demise of ‘mainstream’ journalism? And yet… 48 million newspapers printed daily in U.S. Source: Newspaper Association of America, 2008 statistic 30 million Americans got news online yesterday Source: Project for Excellence in Journalism, 2007 statistic Unique visits to mainstream newspaper web sites is on the rise Source: Project for Excellence in Journalism, 2005 statistic

  4. Niche publications

  5. What is an op-ed? A highly focused opinion piece that stirs the reader’s emotions while presenting facts that support the author’s point of view. “An op-ed is not an essay, something that slowly unrolls like a carpet, building momentum to some point or conclusion…An op-ed punches the reader in the face and then tells him why.” – Author John McClain “Op-eds are not for the timid. To write an effective op-ed, you must be willing to seize an issue and take a strong stand.” – Executive Media Coach Rusty Cawley

  6. What makes an op-ed publishable? Good Succinct Interesting Opinionated Credible Accurate Passionate Novel Responsive Relevant Bad • Wordy • Snobbish • Snarky • Dense • Wrong • Artificial • Heard it before • Defensive • Obscure

  7. Choose a topic Can you cite a current event? Are you an expert? Can you be one? Is there a local/regional angle? Does your topic serve the reader? Is there credible evidence? What makes you passionate?

  8. Choose your audience Who do you want to reach? What publication serves them? Will they care? Can you get published?

  9. What is your perspective? Are you agreeing, disagreeing, correcting, clarifying, recommending, etc.? Who are you? Credible expert? Concerned citizen? Are you speaking to a national, regional, local, or niche audience? Is there someone whose credibility you can borrow?

  10. Before you start writing What single, clear point do you want to make? Become an expert. Don’t fake it. What op-eds does your outlet publish (tone, length, sophistication, etc.)? Tell three friends what you will write Pick a reader in your mind

  11. Writing the op-ed (the easy part) Begin with a bold, clear, opinionated opening “It is self-defeating madness to cut our country’s renewable energy investments exactly when they are needed most.” Back it with clear, credible, concise evidence Use simple, round facts and figures End with a call to action “More of our elected representatives need to view sustainable energy as a means of survival rather than as an election-year sound bite.” 500 – 750 words, less if possible

  12. After you write… Read it out loud Show it to friends Rewrite it… more tightlythis time • Email orsnail mail? • Follow the rules • Include contact info • One follow-up call

  13. Get it noticed Link it to your website, blog, etc. Tweet it to friends & colleagues Embed an entry point Can it spark a campaign?

  14. Questions?

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