IPMP 510Leslie HetheringtonOctober 30, 2012

Athena Aggelonitis

Osmary Torres

Jessica Suban

Jessica Yau

Kirsten Steinke

OP-EDS

WHAT IS AN OP-ED?

• “An opinion piece that presents an informed view on a newsworthy topic, emphasizing the author’s insight and unique expertise”

• ‘Opposite the Editorials’ page in print; also online media forms

• Mix of regular columnists and guest opinion pieces

OBJECTIVE

• Inform, educate and entertain on one topic in 600- 750 words

• Written to clarify or correct, provide expert commentary or to call for further action

STRATEGY

• Communications• Include facts, anecdotes, and statistics that help shore up the argument

and lend color

• Lively and provocative

• Marketing Communications• Boilerplate at the end

• NOT a Letter To the Editor or Editorial

WHY NOT AN LTE OR EDITORIAL?

• LTE – Response to a piece in the publication

• Op Ed – make an argument about a topic in the news

• Adds a sense of professionalism and topic knowledge• Ghost writing brings credibility and a well-known name

• Represents the opinion of an individual writer often not associated with the newspaper

• Self contained arguments that stand alone

• Length

SEVEN STEPS

1. Have something to say

2. Be timely

3. Be Topical

4. Start with a grabber

5. Have a clear point to make

6. Back it up with facts

7. End with a zinger

THE TRUTH ABOUT FOREIGN AID

• January 26th, 2012, by Bill Gates (The New York Times)

• Oxfam and Save the Children released a report stating that aid to the famine crisis in Ethiopia came months late, costing the lives of thousands

• $2.1 billion donated to Humanitarian Relief, not Foreign Aid Investment

• “Many of those suffering in the Horn of Africa were going hungry before there was a recognized emergency in the region. In fact, more than 1 billion people in the world don’t have enough food to eat.”

‘MOVEMBER’ DESERVES PRAISE FOR FOCUSING ON MEN’S MENTAL HEALTH

• November 01, 2012. The Toronto Star

• Movember has become a symbol of successful engagement in masculine health problems such as prostatic cancer, depression and suicide.

• Men become “walking billboards” and contribute to a massive worldwide fundraiser by engaging others into the discussion.

• 10% of Canadian men experience mental health symptoms (women are 11%) (StatsCan Canadian Community Health Survey)

• Canada is the one of the biggest promoters of Movember

• 245,000 man grew mustaches and $42 million were collected in 2011

• 40% of the funds are donated to mental health programs for men

IS FAILURE TO PREDICT A CRIME?

• October 26, 2012 New York Times, by Florin Diacu

• Seven experts convicted of manslaughter for failing to give warning before the April 2009 earthquake that killed 309 people and injured many more in L’Aquila, Italy

• “Earthquakes don’t kill people – collapsing buildings do” statement places blame on construction and engineering, not on scientific research and its predictions. Or its no one’s fault.

• Real time warning systems being developed (10s notice)

• Problem is with policy, not the scientific community’s failing to predict

ADVANTAGES

• Cost effective and reaches large audience

• Addresses newsworthy topics

• Intriguing and captivating

• Anyone can write one

• Could produce a following and a name for up-and coming media writers, academics, students, professionals

DISADVANTAGES

• Editor has the final say; competitive to get published

• Time consuming to write

• May not reach the desired target audience

• Can be (negatively) politically charged; lack of transparency

• Can encourage an unfavorable form of influence on those ill-informed of the issue

CASE STUDY: ODA IMPROVES CANADIAN INTERNATIONAL DEVELOPMENT WORK

During her five years as Canada’s minister of international co-operation… the behemoth federal agency Oda led quietly reformed and began to lay the foundations for greater effectiveness at tackling one of the most complex

challenges facing humanity.

1. Oda improved Canada’s international development work

7 Steps in the Case Study

3. Oda to resign July 31st, 2012

2. July 6th, 2012

4. Her political obituary is set to be defined by the great political scandal of the year: a $16 glass of orange juice and a penchant for limousines

5. … the point is that these changes, while seemingly minor, demonstrate progress…

6. (Multiple facts in body)

7. Zinger

THANK YOU!

SOURCES

• http://www.mcgill.ca/newsroom/facstaffresources/op-ed

• http://www.accessiblesociety.org/mediamatters/mm17.html

• http://www.bates.edu/communications/about/op-ed-and-letter-to-the-editor-guidelines/

• http://sites.agu.org/sharingscience/talk-public/write-comments-letters/

• Case study:

• http://www.vancouversun.com/opinion/editorials/improved+Canada+international+development+work/6891921/story.html

• Example 1

• http://www.nytimes.com/2012/01/27/opinion/the-truth-about-foreign-aid.html

• Example 2

• http://online.wsj.com/article/SB10001424052970204530504578079232194509700.html?mod=WSJ_hp_mostpop_read

• Example 3

• http://www.nytimes.com/2012/10/27/opinion/a-failed-earthquake-prediction-a-crime.html?src=un&feedurl=http%3A%2F%2Fjson8.nytimes.com%2Fpages%2Fopinion%2Findex.jsonp