Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Presented by:Cristine Do E. Santo    Nuria Elkout      Eric Pires Jasmina Savkovic Sugi Vasavithasan
Agenda•   Definition•   Objectives & application•   Real-world examples•   Pros & cons•   Best practices•   Case study    ...
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  ar...
Video: 60 Minutes Parody                           4
Why Write a LTE?• Letters to the editor are a communications tactic that  can be used to:   – Support or criticise article...
Example 1:             Population ConnectionNY Times Article:• Condemns forced abortions in China and the coercive  one-ch...
Example 2:                       No LabelsNY Times Op-Ed:• Criticizes the US Congress for their failure to pass bills in  ...
Example 3:          Blue Cross & Blue ShieldsNY Times Editorial:• Features Southcentral Foundation in Alaska as an  innova...
Example 4:            Marcellus Shale CoalitionNY Times Op-Ed:• Argues against the practice of drilling for gasLetter to t...
Example 5:              Human Rights WatchScience Magazine Article:• Reports on findings of experiments involving drug use...
Example 6:                      Sierra ClubThe Packet Article:• Features a local initiative to build and operate a wind  t...
What are the Pros and Cons?          Pros                           Cons• Cost-effective way to       • Lack of control  r...
What Makes a LTE Successful?• A strong LTE is:  –   Succinct but persuasive or informative  –   Balanced in terms of fact ...
Case Study: BackgroundIssue:• Thailand is ―breaking patents‖ on HIV and heart disease  drugsNew York Sun Op-Ed (3 April 20...
Case Study: MSF’s LTEsMSF’s Response:• Submitted LTEs to The New York Sun, as well as The  Wall Street Journal, which ran ...
Case Study: Results• MSF’s LTE was published in The New York Sun, but  not in the Wall Street Journal   – The published le...
Conclusion• LTEs are a cost-effective tactic that organisations  can use to achieve their communications goals.• While the...
Questions?             18
References•   Amon, Joseph J, ―Letters to the Editor of Science Magazine,‖ Science Magazine, 18    Apr 2012, <http://www.h...
References (cont’d)•   Feyer, Thomas, ―From the Letters Editor: Our Compact, Updated‖, The New York    Times, 23 May 2004,...
References (cont’d)•   Schwartz, Nancy, ―How to Write a Letter to the Editor that Gets Published and Read,‖    Getting Att...
References (cont’d)•   Walker, Dave, ―How to Make Congress Do Its Job: No Budget, No Pay,‖ The New    York Times, 9 Aug 20...
Upcoming SlideShare
Loading in …5
×

Letters to the editor team #5 (final)

1,053 views

Published on

Presentation from Team 5 about Letters to the Editor as a communications tactic.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Letters to the editor team #5 (final)

  1. 1. Presented by:Cristine Do E. Santo Nuria Elkout Eric Pires Jasmina Savkovic Sugi Vasavithasan
  2. 2. Agenda• Definition• Objectives & application• Real-world examples• Pros & cons• Best practices• Case study 2
  3. 3. 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). 3
  4. 4. Video: 60 Minutes Parody 4
  5. 5. 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 5
  6. 6. Example 1: Population ConnectionNY Times Article:• Condemns forced abortions in China and the coercive one-child policyLetter to the Editor:• Supports the article’s position• Informs about the lack of access to appropriate, affordable contraceptives 6
  7. 7. Example 2: No LabelsNY Times Op-Ed:• Criticizes the US Congress for their failure to pass bills in a timely wayLetter 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 7
  8. 8. Example 3: Blue Cross & Blue ShieldsNY Times Editorial:• Features Southcentral Foundation in Alaska as an innovative model for improving health care quality while cutting the cost of treatmentLetter to the Editor:• Draws attention to Blue Cross and Blue Shield’s own innovative activities 8
  9. 9. Example 4: Marcellus Shale CoalitionNY Times Op-Ed:• Argues against the practice of drilling for gasLetter 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 9
  10. 10. Example 5: Human Rights WatchScience Magazine Article:• Reports on findings of experiments involving drug users in ChinaLetter to the Editor:• Questions the researchers’ adherence to ethical standards in carrying out the study 10
  11. 11. Example 6: Sierra ClubThe Packet Article:• Features a local initiative to build and operate a wind turbineLetter 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 11
  12. 12. What are the Pros and Cons? Pros Cons• Cost-effective way to • Lack of control reach a sizeable • Difficult to target audience message• Can help promote public awareness and debate on • One-dimensional an issue• Can help keep an issue in the media• Can raise the profile of the organisation 12
  13. 13. 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 13
  14. 14. Case Study: BackgroundIssue:• Thailand is ―breaking patents‖ on HIV and heart disease drugsNew 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) 14
  15. 15. Case Study: MSF’s LTEsMSF’s Response:• Submitted LTEs to The New York Sun, as well as The Wall Street Journal, which ran a related articleKey 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 15
  16. 16. 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 16
  17. 17. 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. 17
  18. 18. Questions? 18
  19. 19. 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] 19
  20. 20. 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=o pen-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] 20
  21. 21. 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] 21
  22. 22. 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] 22

×