letters to the editor team #5 (final)

Presented by: Cristine Do E. Santo

Nuria ElkoutEric Pires

Jasmina SavkovicSugi Vasavithasan

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Agenda

• Definition• Objectives & application• Real-world examples• Pros & cons• Best practices• Case study

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What is a LTE?

• A letter to the editor (LTE) is a letter sent to the editor of a publication to comment on a specific article or opinion that recently appeared in the same publication.

• While typically associated with print media, LTEs can also be found in electronic media (e.g., online publications, broadcast journalism).

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Video: 60 Minutes Parody

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Why Write a LTE?

• Letters to the editor are a communications tactic that can be used to:

– Support or criticise articles/op-eds that relate to the organisation’s activities or interests

– Educate or inform the public on a specific matter

– Stimulate or influence action or discussion

– Bring attention to the work of the organisation

– Establish the organisation as an authority on a particular issue

– Correct an error, inaccuracy or misrepresentation

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Example 1: Population Connection

NY Times Article: • Condemns forced abortions in China and the coercive

one-child policy

Letter to the Editor:• Supports the article’s position• Informs about the lack of access to appropriate,

affordable contraceptives

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Example 2:No Labels

NY Times Op-Ed: • Criticizes the US Congress for their failure to pass bills in

a timely way

Letter to the Editor:• Supports the op-ed’s position• Attempts to build public support for No Labels’ proposed

“No Budget, No Pay Act” to remedy gridlock on Capitol Hill

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Example 3:Blue Cross & Blue Shields

NY Times Editorial:• Features Southcentral Foundation in Alaska as an

innovative model for improving health care quality while cutting the cost of treatment

Letter to the Editor:• Draws attention to Blue Cross and Blue Shield’s own

innovative activities

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Example 4:Marcellus Shale Coalition

NY Times Op-Ed:• Argues against the practice of drilling for gas

Letter to the Editor:• Counters arguments in the op-ed• Attempts to influence public opinion on New York’s

proposed natural gas development regulations for the Marcellus Shale

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Example 5:Human Rights Watch

Science Magazine Article:• Reports on findings of experiments involving drug users

in China

Letter to the Editor:• Questions the researchers’ adherence to ethical

standards in carrying out the study

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Example 6:Sierra Club

The Packet Article:• Features a local initiative to build and operate a wind

turbine

Letter to the Editor:• Supports the article and provides more information about

the benefits of wind energy resources• Advocates for more wind farms in Newfoundland and

Labrador

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What are the Pros and Cons?

Pros

• Cost-effective way to reach a sizeable audience

• Can help promote public awareness and debate on an issue

• Can help keep an issue in the media

• Can raise the profile of the organisation

Cons

• Lack of control• Difficult to target

message• One-dimensional

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What Makes a LTE Successful?

• A strong LTE is:– Succinct but persuasive or informative– Balanced in terms of fact and emotion– Not just critical, but offers solutions– Timely and relevant– Audience appropriate

• Potential measures of success:– Gets published– Garners attention — e.g., follow-on articles, LTEs from

other readers, picked up at political level

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Case Study: Background

Issue: • Thailand is “breaking patents” on HIV and heart disease

drugs

New York Sun Op-Ed (3 April 2007): • Roger Bate, a fellow at the American Enterprise

Institute, takes the position that:– Americans must defend what’s theirs (i.e., drug patents)– Médecins Sans Frontières (MSF) and like-minded

“activist” organisations are on the wrong side of the debate (i.e., believe medicines should be public goods)

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Case Study: MSF’s LTEs

MSF’s Response:• Submitted LTEs to The New York Sun, as well as The

Wall Street Journal, which ran a related article

Key Points:• Thailand’s actions are:

– Based on advice from institutions such as the World Bank– Consistent with WTO rules on compulsory licenses

• The US also issues compulsory licenses• Either flexibilities built on international agreements are

encouraged or people that can’t afford drugs die

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Case Study: Results

• MSF’s LTE was published in The New York Sun, but not in the Wall Street Journal– The published letter was accompanied by a reply from

Mr. Bate

• MSF’s letter demonstrates several features of a good LTE:– Short and attention grabbing– Balances facts and sentiment– Audience appropriate

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Conclusion

• LTEs are a cost-effective tactic that organisations can use to achieve their communications goals.

• While the subject matter and intent of LTEs vary, they can generally help to inform and influence public opinion on issues relevant to the organisation.

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Questions?

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References

• Amon, Joseph J, “Letters to the Editor of Science Magazine,” Science Magazine, 18 Apr 2012, <http://www.hrw.org/news/2012/04/18/letter-editors-science-magazine> [accessed 29 Sept 2012]

• Bate, Roger, “Op-Ed: Thailand’s Patent Damage,” The New York Sun, 3 Apr 2007, <http://www.nysun.com/opinion/thailands-patent-damage/51679/> [accessed 28 Sept 2012]

• Cohn, Rebecca and Kathryn White, “Understanding and Engaging the Media for NGOs,” United Nations Association in Canada, 2007, <www.unac.org.> [accessed 24 Sept 2012]

• Dixon, Brian, “Letter to the Editor, Forced Abortion in China,” International Herald Tribune, 29 Jul 2012, <http://www.nytimes.com/2012/07/30/opinion/forced-abortion-in-china.html?ref=letters> [accessed 28 Sept 2012]

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References (cont’d)

• Feyer, Thomas, “From the Letters Editor: Our Compact, Updated”, The New York Times, 23 May 2004, <http://www.nytimes.com/2004/05/23/opinion/23READ.html> [accessed 29 Sept 2012]

• Fournier, Christophe, “Letter to the Editor of the Wall Street Journal,” MSF, 12 Mar 2007, <http://www.doctorswithoutborders.org/publications/article.cfm?id=1957&cat=open-letters> [accessed 28 September 2012]

• Klaber, Kathryn Z., “Should Fracking Be Part of Our Energy Future,” The New York Times, 31 Aug 2012, <http://www.nytimes.com/2012/09/01/opinion/should-fracking-be-part-of-our-energy-future.html?ref=letters> [accessed 28 Sept 2012]

• Nagy, Jenette (contributor), “Writing Letters to the Editor,” The Community Tool Box, Working Group for Community and Health Development at the University of Kansas, 2012, <http://ctb.ku.edu/en/tablecontents/sub_section_main_1239.aspx> [accessed 21 September 2012]

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References (cont’d)

• Schwartz, Nancy, “How to Write a Letter to the Editor that Gets Published and Read,” Getting Attention! Helping Non-Profits Succeed Through Effective Marketing, 2012, <http://gettingattention.org/articles/176/media-relations-press/writing-guidelines-letter-to-the-editor.html> [accessed 21 Sept 2012]

• Serota, Scott P., “Health Quality and Costs,” The New York Times, 2 Aug 2012, <http://www.nytimes.com/2012/08/03/opinion/health-quality-and-costs.html?ref=letters> [accessed 28 Sept 2012]

• Staff, “Newspaper print readership base increases,” The Globe and Mail, 27 Sept 2012, <http://www.theglobeandmail.com/report-on-business/newspaper-print-readership-base-increases/article4573402/?cmpid=rss1> [accessed 29 Sept 2012]

• Staff, “Bangkok’s Drug War Goes Global,” Wall Street Journal, 7 Mar 2007, <http://online.wsj.com/article/SB117322181443628799.html> [accessed 27 Sept 2012]

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References (cont’d)

• Walker, Dave, “How to Make Congress Do Its Job: No Budget, No Pay,” The New York Times, 9 Aug 2012, <http://www.nytimes.com/2012/08/10/opinion/how-to-make-congress-do-its-job-no-budget-no-pay.html?ref=letters> [accessed 28 Sept 2012]

• Wikipedia contributors, “Letter to the Editor," Wikipedia, The Free Encyclopedia, 31 Jul 2012, <http://en.wikipedia.org/wiki/Letter_to_the_editor> [accessed 28 Sept 2012]

• Wilson, David, “Patent Lies: Letter to the Editor of the New York Sun,” The New York Sun, 12 Apr 2007, <http://www.doctorswithoutborders.org/publications/article.cfm?id=2039> [accessed 28 Sept 2012]

• Windsor, Fred, “Letter to the Editor, Re: Blowing in the Wind,” The Packet, 10 May 2012, <http://www.sierraclub.ca/en/in-the-news/letter-blowing-in-the-wind> [accessed 28 Sept 2012]