Section 6. Preparing Guest Columns and Editorials

• What are guest columns and editorials?

• Why should you consider using guest columns and editorials?

• When should you consider using guest columns and editorials?

• Who is the audience for your guest column or editorial?

• How can you prepare guest columns and editorials?

Writing a guest column or editorial for a newspaper, magazine, website, or other news outlet can be an effective way to raise awareness about a community issue, explain your position, or encourage people to take action. This section explains what guest columns and editorials are, helps you decide whether and how writing one can help your organization or cause, and takes you through the steps of preparing a guest column or editorial.

What are guest columns and editorials?

Guest columns and editorials are opinion pieces written by someone who isn't part of a publication's regular staff. They often appear in an Opinion or Editorial section and may also be called op-eds or guest essays. Length and format vary by publication. There often isn't much difference between a guest editorial and a guest column -- the terms may be used differently by different outlets, although a recurring piece by the same writer is more likely to be called a column.

Guest columns and editorials differ from regular columns and editorials in only a few ways:

• A regular editorial is an opinion piece representing the position of a publication's editorial board, a group that discusses issues and decides what the publication's official position will be. Editorials may run without naming an individual author and instead be attributed to the editorial board.
• A regular column is a recurring piece written by an individual author that generally reflects that writer's analysis, perspective, or opinion. Columns may appear in print, online, or in both formats.

Why should you consider using guest columns and editorials?

Guest columns and editorials, if written well, can play an important role in informing and influencing public discussion, especially on current or contested issues in your community. Here are some of the reasons you might consider using a guest column or editorial as part of your strategy:

To explain your perspective and build informed support: If public opinion is against you or people are unfamiliar with your position, a clear and compelling guest piece can explain your reasoning, provide evidence, and invite readers to consider your point of view.

To explain your perspective on controversial issues: When you're working on a public initiative that is being hotly contested, a guest column or editorial can give you a chance to explain the reasoning and evidence behind your view and respond to questions or concerns.

To re-open public dialogue on issues that have fallen out of public attention: If your initiative is lagging and public interest has waned, you can use a guest column or editorial to remind people why the topic is still relevant, add new information to what people already know, and encourage renewed public discussion.

To respond to arguments or claims from people who hold differing perspectives: Guest columns and editorials can provide space to address disagreements directly and explain your position in your own words. Publications may also invite writers with differing perspectives to contribute pieces on the same issue so readers can consider more than one point of view.

When should you consider using guest columns and editorials?

Any time that you want to express an informed opinion on events and activities of concern to you as a community organizer, you might consider submitting a guest column or editorial. You can also time the appearance of your piece to increase its relevance:

Tie it to the start of an initiative, organization, or program: If you're just getting started, a local or relevant publication may give you an opportunity to introduce the initiative and explain what it is trying to accomplish.

Tie it to a season: Many issues can be connected to the time of year. For example, if winter is setting in, this might be a good time to appeal to the public for donations or support for an area shelter serving people experiencing homelessness. In the spring, a recycling education program might connect seasonal renewal with efforts to conserve resources.

Tie it to an upcoming or current event: Connecting your group or initiative to an event people are already thinking about can make your piece more timely and relevant. For example, if you work with an environmental group and a local election is coming up, you might write about the environmental issues at stake and the positions or records of candidates, using accurate and appropriately sourced information. Or, if you work with a physical activity program and want to address opportunities for community fitness, you might time your guest column or editorial to coincide with a city-wide sports or recreation event.

Tie it to an upcoming holiday or observance: Another idea might be to time your guest column or editorial to coincide with a relevant holiday or public observance, for example, Martin Luther King, Jr. Day if you work on civil rights issues, or an appropriate heart-health observance for a cardiovascular health initiative.

Who is the audience for your guest column or editorial?

Your intended audience will depend quite a bit on who reads, watches, listens to, or otherwise follows the outlet in which your guest column or editorial appears. A local newspaper or news website may reach a broad community audience, while magazines, newsletters, professional publications, community media, and specialized websites may reach more focused groups.

Things to learn about the audience of the publication you're going to write for include:

• Who the publication serves -- What communities, professions, neighborhoods, interests, or groups does the outlet primarily reach?
• Relevant life experiences and circumstances -- What experiences or circumstances may shape how readers encounter the issue? Avoid assuming that people will think alike simply because they share an age, gender, race, or other demographic characteristic.
• Where they live -- Keep in mind the communities the outlet serves. For example, if you're writing about shoreline preservation for an inland audience, explain how the issue connects with environmental, economic, recreational, or other concerns that may be relevant to them.
• Economic circumstances and access to resources -- Consider whether the actions you recommend are realistic and accessible for the people you hope to reach. For example, asking for financial donations may not be the most appropriate call to action for every audience.
• Accessibility and language needs -- Write clearly and avoid unnecessary complexity. Plain language can make a piece easier for many people to understand without talking down to readers.
• Knowledge or familiarity with the issue -- For example, if your guest column is appearing in a professional engineering publication, some specialized terminology may be appropriate that would need to be explained in a general community publication.
• Cultural and community context -- Consider whether history, language, community experience, or cultural context is relevant to the issue. Avoid assuming that racial, ethnic, cultural, or other groups automatically share the same views.
• Attitudes and community values -- What values, concerns, or questions are actually expressed within the audience? This can be particularly important if your issue is controversial or touches on personal, cultural, religious, or moral questions.

How do you prepare guest columns and editorials?

Find out in advance what the publication's policy is on guest editorials and columns.

Check the publication's website, submission page, or editorial office to find out its current guest editorial policy and formatting requirements.

You may need to explain why your perspective is relevant to the publication's audience and why the piece is timely or useful. Publications often receive more submissions than they can publish, so make your proposal clear, concise, and relevant.

Depending on the publication, you may submit the completed piece through an online form, email an editor, or send a brief pitch before submitting. Review processes and response times vary. Some publications may also require exclusivity, meaning that you agree not to submit or publish the piece elsewhere while it is under consideration or for a specified period.

Guest Column Pitch Letter

[Date]

Wendy O. Williams
Opinion Page Editor
The Brownville Bugle
123 Smith Street
Brownville, NY 12345

Dear Ms. Williams:

Thank you for taking the time to explain your publication's policies and requirements for guest editorials.

I understand that the Bugle receives many submissions during a public controversy like the current discussion over access to condoms and other sexual health resources in school health clinics. I also understand why you may encourage some readers to submit shorter letters to the editor instead. I hope you will consider a guest editorial from our coalition because we believe our perspective would contribute useful information to the public discussion about adolescent health and pregnancy prevention.

Our perspective can help readers understand an important part of this complex and sensitive issue. Councilmember A. B. Stinence has raised several concerns about the Brownville Teen Pregnancy Prevention Coalition in public comments and media appearances. We would welcome an opportunity to respond to those concerns with accurate information and explain the reasoning behind our approach.

If the community is to have an informed public discussion of the issues being raised, we believe it would be helpful for readers to hear directly from our coalition. While we greatly appreciate the Bugle's news coverage of this issue, a guest editorial would give us space to explain our position clearly and in greater detail before voters consider related issues at the polls.

Again, thank you very much for your assistance and guidance. I hope you will consider our submission.

Sincerely,

Alicia Rodriguez
Director
Brownville Teen Pregnancy Prevention Coalition

Select a writer for the piece.

Choose someone who can speak credibly and authentically about the issue. Depending on the topic, that may be a community member with relevant lived experience, a subject-matter expert, an organizational leader, a partner, or another person with a meaningful connection to the issue. A well-known name may attract attention, but relevance, credibility, and authenticity are more important than status alone.

More importantly, find someone who can communicate clearly and persuasively. Others in your organization can help with research, editing, and feedback, but the named author should understand, support, and take responsibility for the final piece. Follow the publication's expectations regarding authorship and disclosure of contributors.

Know the format requirements for guest columns and editorials.

These requirements vary -- be sure to find out the requirements of the specific publication you're writing for. Follow its current instructions rather than assuming that every outlet uses the same format. Requirements may include:

A particular digital file type, submission form, or email format

A title and author name

A specified word limit

Information about the author, their role or organization, and any relevant affiliation or disclosure. For example:

Joe Schmoe

Director

Greater Whoville Citizens Against Smoking

GWCAS is a 200-member nonprofit organization dedicated to educating Whovillians about the health risks of smoking.
 

Start writing!

Decide on the main message of your piece and keep it in mind while you're writing. For example, your main message might be "Whoville residents should take part in the Great American Smokeout."

Start by stating the subject of the controversy or issue. Put it in simple terms, and be as clear as possible. For example, if the controversy is over an initiative to fund sex education in public schools, say so directly. "Here's what people are disagreeing over," you're saying. Then explain your perspective, the reasoning behind it, and the evidence that supports it.

Be persuasive! Use documented facts to support your case as much as possible, and make sure your arguments are clear, logical, and easy to follow. Distinguish facts from interpretation and opinion, and represent uncertainty honestly. If you're not very experienced with making evidence-based arguments, resources on communication, reasoning, and persuasive writing can help.

If there is vocal opposition, present a counter-argument that responds fairly to the position of people who hold differing perspectives. Represent their argument accurately before explaining why you disagree. Refute unsupported claims with evidence and avoid name-calling, personal attacks, or assumptions about other people's motives.

If possible, ask the reader to Do something -- register to vote, attend a meeting, contact a public official, participate in a public discussion, volunteer, or take another meaningful action. Make the request specific, realistic, and appropriate to the issue.

Review your work and get feedback.

Check carefully for errors first, then seek additional perspectives from people you trust, including people outside your group when appropriate. Ask whether your argument is clear, accurate, respectful, and understandable. When the issue directly affects particular communities, consider seeking feedback from people with relevant lived experience rather than speaking for them without their input. Use the feedback to improve the final version of your guest column or editorial.

Submit your piece for publication.

You're now ready to send it in. Double-check that you've met all submission and format guidelines and submit it before any deadline. If the publication accepts or publishes your piece, a brief thank-you to the appropriate editor may be a useful way to maintain a professional relationship.

Tips for writing:

• Be creative, but to the point. Don't get so involved in composing your piece that you forget to present information clearly and simply.
• Focus on relevant local or community connections when they help explain why the issue matters. You can include the experience of a local person, for instance, when they have agreed to share their story and the example accurately represents their experience.
• Stay focused -- deliver a clear message with credible evidence to support it.
• Opinion writing still requires accuracy. Factual assertions should be supported, and controversial claims should be grounded in credible evidence.
• Consider how your opinions fit the goals and values of your group.
• Don't use words or phrases that unnecessarily alienate your audience. Avoid loaded language that exaggerates disagreements, assigns motives without evidence, or reduces people to labels rather than addressing their ideas. This is particularly important when writing about contentious issues.
• Don't resort to name-calling. Use a professional tone, and be respectful even when disagreements are strong. This keeps the discussion focused on the substance of the issue and makes it easier for readers to consider your argument on its merits.
• Know when a light-hearted approach or humor is appropriate and when it isn't.

Things that can be used to make your writing more interesting:

• Startling or eye-opening facts, when they are accurate and appropriately sourced.
• Intriguing questions.
• Exploring common myths or misconceptions.
• Interesting or amusing anecdotes.
• Presenting new information on the subject -- use recent, credible research and evidence when it is relevant, especially if your topic is viewed as "old news."
• Everyday examples that show how an issue affects people's lives.
• Interesting comparisons.
• Real-life testimonials, shared with the person's knowledge and consent.
• Practical tips on what the reader can do to make a difference.

Following these guidelines can help you earn space in newspapers, magazines, community publications, news websites, newsletters, or other media outlets that can serve as platforms for raising the profile of your effort, responding to misinformation or competing arguments, and building informed support for your cause and your work.  Once you write an editorial or column, you may be able to continue contributing from time to time.  Building a credible relationship with relevant media outlets in this way can be valuable to your organization or initiative.

In Summary

Whether you're trying to influence public discussion on a controversial issue, raise awareness about a health or community concern, or encourage people to take action, guest columns and editorials can be effective ways to share your perspective with a broad or strategically relevant audience. When used in combination with other communication methods such as public service announcements, newsletters, websites, social media, brochures, advertising, fact sheets, community meetings, or direct outreach, guest columns and editorials can be an important part of a broader communication strategy to inform the public, build support, and encourage meaningful action.