Arranging Media Coverage

• Secrets to Successful Media Work
• Arranging Media Coverage for a Speaking Tour
• Arranging Media Coverage for Delegations
• Arranging Media Coverage for an Event

Working with
Print Media

• Writing Press Releases
• Sample Press Release
• Interview Guidelines
• Writing an Op-Ed Piece
• Arranging an Editorial Board Meeting

Helpful Resources for
Media Work

• Media Resource List
• Public Relations Resources
• International and Ethnic Resources
• Internet News Search Engines
• Living Media

• Pastors for Peace Caravan to Cuba
• CNY Witness for Peace

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Arranging an Editorial Board Meeting

A tool in the "PR toolbox" to influence public opinion that is often under utilized by activists is editorial board meetings.

The purpose of arranging an editorial board meeting (EBM) is to influence the editors to support your position on an issue and write an editorial. You should not be intimidated to call to arrange an EBM especially for your local newspaper.

My experience, working with dozens of newspapers around the country, is that they are more than willing to meet with clients I've worked with time permitting. You want to call weeks in advance and try and stay away from election periods when editors get extremely busy meeting with local candidates. Obviously it is harder but not impossible to get a meeting scheduled at a national newspaper like the New York Times.

To arrange an editorial board meeting (EBM) you call your newspaper and ask for the individual in charge of scheduling EBM's. At larger (NYT, LAT, Washington Post etc.) papers you will want to speak with the writer assigned to write about the issue you are focusing on. For example, at the NYT there will be a writer assigned to write on Middle East issues.

Jay Silverberg, a senior consultant at San Francisco PR firm Kamer/Singer is a veteran of about 2,000 editorial board meetings by his count. "Most editorial boards work just like city desks do," says Silverberg.

For a smaller newspaper you might meet with the entire editorial board as opposed to a writer assigned to a specific issue at a larger newspaper. It is often not uncommon to have a reporter invited to attend an EBM depending on the nature of the people you bring in.

For example, I've arranged editorial meetings for speakers traveling from the Middle East. At times, editors told me they would also invite a metro desk or religion reporter as this was the only time they could interview the speaker for a news story on their visit.

Prior to or at the beginning of the meeting you want to find out how much time they blocked out. This will help you focus your presentation to get across your main points especially if you have more than one speaker. You also want to make sure there is time available for questions from the editors.

If the purpose of your meeting is to back a specific position make sure you ask the paper "for their vote." Tell the editors you would appreciate the support of the paper. Make sure you thank them for their time.

There are three possible outcomes of every EBM. The editors will write an editorial and either support or oppose your position. They will not write an editorial on your issue. A "beat reporter" will write a news story based on your visit.

Editorials do make a difference. I was once doing work for a state wide environmental organization. There was a bill that was stuck in committee. I was able to get a newspaper in Albany, NY to write an editorial calling for the bill to be voted on. A few weeks later the bill was released from committee and passed.

Regardless of the outcome it is important for activists to engage and hopefully influence important opinion makers in the community.