Writing and Placing Op-eds with ReThink Media

On August 24, WAND hosted a webinar with ReThink Media on the "Art of Writing and Placing Op-eds." Over sixty people turned out for the session - the largest WAND webinar to date! Peter Ferenbach, co-founder of ReThink, gave us an informative look at how to write the best op-ed.

Peter also provided messaging advice around the Comprehensive Nuclear Test Ban Treaty (CTBT). Key dates relating to the CTBT are approaching in September, making it the perfect time to write an op-ed! WAND wants YOU to write an op-ed and try to have it submitted. We can provide help with editing and messaging on your op-ed if you are willing to write it! Please contact Kathy Robinson at krobinson@wand.org or call her at 202.544.5055 (ext 2601) to get involved in our op-ed campaign.

The slide show presentation used by Peter Ferenbach can be found here: ReThink_Presentation

WAND's Key Dates to Focus on for Writing Op-Eds about the CTBT

Monday, August 29: International Day Against Nuclear Tests

Saturday, September 10: 15th Anniversary, in 1996 the UN voted to adopt the CTBT

Friday, September 23: Entry Into Force Conference (nations will meet to rally support for the CTBT)

Saturday, September 24: 15th Anniversary, in 1996 President Clinton is the first world leader to sign the CTBT (The United States has yet to ratify the treaty. 182 nations have now signed the CTBT, 154 have ratified it).

Wednesday, October 5: 20th Anniversary, in 1991 Soviet President Gorbachev announced a unilateral, one-year moratorium on Soviet nuclear testing and invited the United States to join.

Tuesday, November 1: 50th Anniversary, in 1961 Women Strike for Peace is formed and thousands of women participate in a one day strike and then further activities to end nuclear testing (Two years later, the 1963 Partial/Limited Test Ban Treaty ended atmospheric testing).

ReThink's Top Ten Tips for Op-ed Writing

1. Always tie your op-­‐ed into a news hook. If you can see one coming, plan ahead. If a story is breaking, act fast (24 hrs). There has to be a reason why an editor should run it now.

2. Make it personal. Tell a story. Invoke an experience. Make it readable and relevant.

3. Make it local. With the exception of a small number of national outlets, there has to be a local tie in. What is the relevance of the local Representative or the states’ Senators? How will the decision impact the community? What is the community history on the issue?

4. Choose the right author. A relevant local signer is key with most regional and local newspapers. With national outlets, the prestige and credibility of the author can make all the difference.

5. Choose the right messenger. On any given topic, some messengers have more persuasive credibility with the target audience than others. Who do they listen to? Who do they respect? And who do they not listen to?

6. Argue a strong point – powerfully. An op-­ed argues a point of view, it does not weigh all sides of an issue. As a rough rule of thumb, make one strong point and back it up with 3-­4 supporting arguments.

7. Avoid jargon. Use accessible language. Wherever possible use metaphors, analogies and stories to make your argument an accessible, common sense, plainly stated perspective.

8. Always respect the word limit. Editors don’t have the time to cut your piece down to size and if it’s too long it will very likely be rejected immediately. Typically, 750 words will do, but always check the paper’s op‐ed page to find out their preference. In general, your odds will be better if your piece is even shorter.

9. Start strong and end strong. Open with a strong, tight, clear paragraph. If the reader only reads two paragraphs they should get your essential point. The middle paragraphs exist to reinforce your point. The final paragraph should close the deal and leave the reader feeling like it’s only sensible to agree with you.

10. Name names. Policies don’t just happen -­ people make decisions. In political communications, the aim is to declare who is responsible and to make it clear why they should do the right thing. This need not be adversarial, but it cannot be vague or unstated.