Pitching Editorial Boards  

Working to interest newspaper editorial boards in your issue can be a highly effective way to move your issue forward, but just figuring out where to start can often be intimidating. Though pitching editorial boards is similar to direct media outreach - i.e., timeliness and newsworthiness are key - editorial outreach also has several specific nuances.

Before you approach an editorial board, it’s a good idea to thoroughly review the editorials that your targeted newspapers have run in the past - especially editorials about your issue or similar topics. When you make the pitch, make sure you explain how the issue directly impacts the paper’s readers. If the paper has consistently been against your issue, don’t be afraid to take baby steps. Even if they don’t agree with you, they may be willing to consider your point of view if you can present a strong argument that matches the board’s philosophy.

Because editorials are unsigned, figuring out who to approach can be tricky. Try contacting the editorial board assistant and asking who typically writes on your issue. Sometimes, especially at smaller newspapers, staff columnists also serve on the editorial board. Reviewing different columns can help you determine who covers your issue well.

A great resource for conducting outreach to The New York Times is their listing of editorial board staff members complete with brief bios as well as information on what the writers cover. You can access this listing at http://www.nytimes.com/ref/opinion/editorial-board.html.