Presented by: Cristine Do E. Santo

Nuria ElkoutEric Pires

Jasmina SavkovicSugi Vasavithasan

2

Agenda

• Definition• Objectives & application• Real-world examples• Pros & cons• Best practices• Case study

3

What is a LTE?

• A letter to the editor (LTE) is a letter sent to the editor of a publication to comment on a specific article or opinion that recently appeared in the same publication.

• While typically associated with print media, LTEs can also be found in electronic media (e.g., online publications, broadcast journalism).

4

Video: 60 Minutes Parody

5

Why Write a LTE?

• Letters to the editor are a communications tactic that can be used to:

– Support or criticise articles/op-eds that relate to the organisation’s activities or interests

– Educate or inform the public on a specific matter

– Stimulate or influence action or discussion

– Bring attention to the work of the organisation

– Establish the organisation as an authority on a particular issue

– Correct an error, inaccuracy or misrepresentation

6

Example 1: Population Connection

NY Times Article: • Condemns forced abortions in China and the coercive

one-child policy

Letter to the Editor:• Supports the article’s position• Informs about the lack of access to appropriate,

affordable contraceptives

7

Example 2:No Labels

NY Times Op-Ed: • Criticizes the US Congress for their failure to pass bills in

a timely way

Letter to the Editor:• Supports the op-ed’s position• Attempts to build public support for No Labels’ proposed

“No Budget, No Pay Act” to remedy gridlock on Capitol Hill

8

Example 3:Blue Cross & Blue Shields

NY Times Editorial:• Features Southcentral Foundation in Alaska as an

innovative model for improving health care quality while cutting the cost of treatment

Letter to the Editor:• Draws attention to Blue Cross and Blue Shield’s own

innovative activities

9

Example 4:Marcellus Shale Coalition

NY Times Op-Ed:• Argues against the practice of drilling for gas

Letter to the Editor:• Counters arguments in the op-ed• Attempts to influence public opinion on New York’s

proposed natural gas development regulations for the Marcellus Shale

10

Example 5:Human Rights Watch

Science Magazine Article:• Reports on findings of experiments involving drug users

in China

Letter to the Editor:• Questions the researchers’ adherence to ethical

standards in carrying out the study

11

Example 6:Sierra Club

The Packet Article:• Features a local initiative to build and operate a wind

turbine

Letter to the Editor:• Supports the article and provides more information about

the benefits of wind energy resources• Advocates for more wind farms in Newfoundland and

Labrador

12

What are the Pros and Cons?

Pros

• Cost-effective way to reach a sizeable audience

• Can help promote public awareness and debate on an issue

• Can help keep an issue in the media

• Can raise the profile of the organisation

Cons

• Lack of control• Difficult to target

message• One-dimensional

13

What Makes a LTE Successful?

• A strong LTE is:– Succinct but persuasive or informative– Balanced in terms of fact and emotion– Not just critical, but offers solutions– Timely and relevant– Audience appropriate

• Potential measures of success:– Gets published– Garners attention — e.g., follow-on articles, LTEs from

other readers, picked up at political level

14

Case Study: Background

Issue: • Thailand is “breaking patents” on HIV and heart disease

drugs

New York Sun Op-Ed (3 April 2007): • Roger Bate, a fellow at the American Enterprise

Institute, takes the position that:– Americans must defend what’s theirs (i.e., drug patents)– Médecins Sans Frontières (MSF) and like-minded

“activist” organisations are on the wrong side of the debate (i.e., believe medicines should be public goods)

15

Case Study: MSF’s LTEs

MSF’s Response:• Submitted LTEs to The New York Sun, as well as The

Wall Street Journal, which ran a related article

Key Points:• Thailand’s actions are:

– Based on advice from institutions such as the World Bank– Consistent with WTO rules on compulsory licenses

• The US also issues compulsory licenses• Either flexibilities built on international agreements are

encouraged or people that can’t afford drugs die

16

Case Study: Results

• MSF’s LTE was published in The New York Sun, but not in the Wall Street Journal– The published letter was accompanied by a reply from

Mr. Bate

• MSF’s letter demonstrates several features of a good LTE:– Short and attention grabbing– Balances facts and sentiment– Audience appropriate

17

Conclusion

• LTEs are a cost-effective tactic that organisations can use to achieve their communications goals.

• While the subject matter and intent of LTEs vary, they can generally help to inform and influence public opinion on issues relevant to the organisation.

18

Questions?

19

References

• Amon, Joseph J, “Letters to the Editor of Science Magazine,” Science Magazine, 18 Apr 2012, <http://www.hrw.org/news/2012/04/18/letter-editors-science-magazine> [accessed 29 Sept 2012]

• Bate, Roger, “Op-Ed: Thailand’s Patent Damage,” The New York Sun, 3 Apr 2007, <http://www.nysun.com/opinion/thailands-patent-damage/51679/> [accessed 28 Sept 2012]

• Cohn, Rebecca and Kathryn White, “Understanding and Engaging the Media for NGOs,” United Nations Association in Canada, 2007, <www.unac.org.> [accessed 24 Sept 2012]

• Dixon, Brian, “Letter to the Editor, Forced Abortion in China,” International Herald Tribune, 29 Jul 2012, <http://www.nytimes.com/2012/07/30/opinion/forced-abortion-in-china.html?ref=letters> [accessed 28 Sept 2012]

20

References (cont’d)

• Feyer, Thomas, “From the Letters Editor: Our Compact, Updated”, The New York Times, 23 May 2004, <http://www.nytimes.com/2004/05/23/opinion/23READ.html> [accessed 29 Sept 2012]

• Fournier, Christophe, “Letter to the Editor of the Wall Street Journal,” MSF, 12 Mar 2007, <http://www.doctorswithoutborders.org/publications/article.cfm?id=1957&cat=open-letters> [accessed 28 September 2012]

• Klaber, Kathryn Z., “Should Fracking Be Part of Our Energy Future,” The New York Times, 31 Aug 2012, <http://www.nytimes.com/2012/09/01/opinion/should-fracking-be-part-of-our-energy-future.html?ref=letters> [accessed 28 Sept 2012]

• Nagy, Jenette (contributor), “Writing Letters to the Editor,” The Community Tool Box, Working Group for Community and Health Development at the University of Kansas, 2012, <http://ctb.ku.edu/en/tablecontents/sub_section_main_1239.aspx> [accessed 21 September 2012]

21

References (cont’d)

• Schwartz, Nancy, “How to Write a Letter to the Editor that Gets Published and Read,” Getting Attention! Helping Non-Profits Succeed Through Effective Marketing, 2012, <http://gettingattention.org/articles/176/media-relations-press/writing-guidelines-letter-to-the-editor.html> [accessed 21 Sept 2012]

• Serota, Scott P., “Health Quality and Costs,” The New York Times, 2 Aug 2012, <http://www.nytimes.com/2012/08/03/opinion/health-quality-and-costs.html?ref=letters> [accessed 28 Sept 2012]

• Staff, “Newspaper print readership base increases,” The Globe and Mail, 27 Sept 2012, <http://www.theglobeandmail.com/report-on-business/newspaper-print-readership-base-increases/article4573402/?cmpid=rss1> [accessed 29 Sept 2012]

• Staff, “Bangkok’s Drug War Goes Global,” Wall Street Journal, 7 Mar 2007, <http://online.wsj.com/article/SB117322181443628799.html> [accessed 27 Sept 2012]

22

References (cont’d)

• Walker, Dave, “How to Make Congress Do Its Job: No Budget, No Pay,” The New York Times, 9 Aug 2012, <http://www.nytimes.com/2012/08/10/opinion/how-to-make-congress-do-its-job-no-budget-no-pay.html?ref=letters> [accessed 28 Sept 2012]

• Wikipedia contributors, “Letter to the Editor," Wikipedia, The Free Encyclopedia, 31 Jul 2012, <http://en.wikipedia.org/wiki/Letter_to_the_editor> [accessed 28 Sept 2012]

• Wilson, David, “Patent Lies: Letter to the Editor of the New York Sun,” The New York Sun, 12 Apr 2007, <http://www.doctorswithoutborders.org/publications/article.cfm?id=2039> [accessed 28 Sept 2012]

• Windsor, Fred, “Letter to the Editor, Re: Blowing in the Wind,” The Packet, 10 May 2012, <http://www.sierraclub.ca/en/in-the-news/letter-blowing-in-the-wind> [accessed 28 Sept 2012]