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Op Eds Team9_pres
- 1. OP-EDS IPMP 510 Leslie Hetherington October 30, 2012 Athena Aggelonitis Osmary Torres Jessica Suban Jessica Yau Kirsten Steinke
- 2. WHAT IS AN OP-ED? • “an opinion piece that presents an informed view on a newsworthy topic, emphasizing the author‟s insight and unique expertise” • „Opposite the Editorials‟ page in print; also online media forms • Mix of regular columnists and guest opinion pieces
- 3. OBJECTIVE • Inform, educate and entertain on one topic in 600- 750 words • Written to clarify or correct, provide expert commentary or to call for further action
- 4. STRATEGY • Communications • Include facts, anecdotes, and statistics that help shore up the argument and lend color • Lively and provocative • Marketing Communications • Boilerplate at the end • NOT a LTE or Editorial
- 5. WHY NOT AN LTE OR EDITORIAL • LTE – Response to a piece in the publication OpEd – make an argument about a topic in the news • Adds a sense of professionalism and topic knowledge • Ghost writing brings credibility and a well-known name • Represents the opinion of an individual writer often not associated with the newspaper • Self contained arguments that stand alone • Length
- 6. SEVEN STEPS 1. Have something to say 2. Be timely 3. Be topical 4. Start with a grabber 5. Have a clear point to make 6. Back it up with facts 7. End with a zinger
- 7. EXAMPLE 1: THE TRUTH ABOUT FOREIGN AID • January 26th, 2012, by Bill Gates (The New York Times) • Oxfam and Save the Children released a report stating that aid to the famine crisis in Ethiopia came months late, costing the lives of thousands • $2.1 billion donated to Humanitarian Relief, not Foreign Aid because the public believes the money spent towards government will not be used as intended • “Many of those suffering in the Horn of Africa were going hungry before there was a recognized emergency in the region. In fact, more than 1 billion people in the world don’t have enough food to eat.”
- 8. EXAMPLE 2: IS FAILURE TO PREDICT A CRIME? • October 26, 2012 New York Times, by Florin Diacu • Seven experts convicted of manslaughter for failing to give warning before the April 2009 earthquake that killed 309 people and injured many more in L’Aquila, Italy • “Earthquakes don’t kill people – collapsing buildings do” statement places blame on construction and engineering, not on scientific research and its predictions. Or its no one’s fault. • Real time warning systems being developed (10s notice) • Problem is with policy, not the scientific community’s failing to predict
- 9. EXAMPLE 3 • Movember Article – Athena is summarizing
- 10. ATHENA’S SLIDE
- 11. ADVANTAGES • Cost effective and reaches large audience • Addresses newsworthy topics • Intriguing and captivating • Anyone can write one; basic comprehension reading level • Could produce a following and a name for up-and coming media writers, academics, students, professionals
- 12. DISADVANTAGES • Editor has the final say; competitive to get published • Time consuming to write • May not reach the desired target audience • Can be (negatively) politically charged; lack of transparency • Can encourage an unfavorable form of influence on those ill- informed of the issue
- 13. CASE STUDY http://www.vancouversun.com/opinion/editorials/improved+Canad a+international+development+work/6891921/story.html So I read this as if we were in class and it would take about 3.5 -4 minutes… so I think we can summarize some of the middle stuff. I started editing it down a bit *see notes section below – what’s in bold is what I found important to say (It cuts it down by a third so it should be more like 2.5-3min). I don’t think we need to read the other 3 examples entirely – probably the intro for impact and then summarize the rest, so I think we can spend a little more time reading this or something? Thoughts?
- 14. WHY WAS THE CASE STUDY SUCCESSFUL? • Why it worked? What did it achieve? • current, newsworthy • Balanced: judicial, not vindictive • Dynamic, Creative • Reflects an organization’s broad range of expertise on social, political, and economic matters
- 15. SOURCES • http://www.mcgill.ca/newsroom/facstaffresources/op-ed • http://www.accessiblesociety.org/mediamatters/mm17.html • http://www.bates.edu/communications/about/op-ed-and-letter-to-the-editor-guidelines/ • http://sites.agu.org/sharingscience/talk-public/write-comments-letters/
- 16. SOURCES • Case study: • http://www.vancouversun.com/opinion/editorials/improved+Canada+international+develop ment+work/6891921/story.html • Example 1 • http://www.nytimes.com/2012/01/27/opinion/the-truth-about-foreign-aid.html • Example 2 • http://www.nytimes.com/2012/10/27/opinion/a-failed-earthquake-prediction-a- crime.html?src=un&feedurl=http%3A%2F%2Fjson8.nytimes.com%2Fpages%2Fopinion% 2Findex.jsonp • Example 3 • ATHENA to add
Hinweis der Redaktion
- What do Op-Eds do?
- How can Op-eds be used to achieve communications objectives?Is there any fundraising we can add (aka Gates foundation?? – utilizing the boilerplate just like in marketing – leslie said in class this past week that we don’t have to go into depth on this section, just an overview)
- -self contained arguments that stand alone, vs LTE which is direct response to an article-length
- -Editors want brevity, clarity, and newsworthiness
- Diacu_ Uni of Victoria professor of mathematics, author of “Megadisasters: the science of predicting the next catastrophe”-China example – blamed no one
- Keep minimum, 5 max?
- -May not reach the desired target audience:factors such as low-readership, unfitting magazine/paper…-“May encourage an unfavorable form of influence on ill-informed readers””lack of transparency” & “can be (negatively) politically charged” were kind of saying the same thing – I think so I combined them into the last two pointspoint, if that’s where both points were heading-Lack of transparency: cases of connections between op-eds, editors and interest groups funding them
- Since announcing her departure from politics on Tuesday, Bev Oda has been characterized as an ineffectual minister, lampooned for her opulent taste and easy use of taxpayer dollars. Her political obituary is set to be defined by the great political scandal of the year: a $16 glass of orange juice and a penchant for limousines.There may not be a lot about Bev Oda to like. Her sense of entitlement and seeming inability to understand how her actions contradict the goals of her portfolio. Her lack of sophisticated understanding of development. A management approach that resulted in a revolving door of staffers.But as management guru Peter Drucker famously said, "leadership is defined by results, not attributes." During her five years as Canada's minister of international co-operation - the longest tenure of any minister in the agency's history - the behemoth federal agency Oda led quietly reformed and began to lay the foundations for greater effectiveness at tackling one of the most complex challenges facing humanity.In fact, Oda's record was largely better than under previous leadership and previous governments. While some of the larger issues with Canada's aid remained unresolved, under her watch Canada made a number of noteworthy incremental improvements.Summarize:((Let's consider the evidence. In 2008, Canada announced it would eliminate tied aid - an inefficient practice where donations are tied to companies from the donor country. The OECD has calculated that untying aid improves effectiveness by 15 to 30 per cent, for instance by investing in local procurement that allows developing countries to produce competitive goods and services, thus spurring development.While the Canadian International Development Agency and the government can legitimately be criticized for failing to be sufficiently transparent, particularly in explaining decisions to fund or not fund particular programs and organizations, under Oda's guidance CIDA has made a number of internal changes that have made information about Canadian aid more accessible. For instance, CIDA overhauled its website to make far more relevant information available online, and followed this up by signing on to the International Aid Transparency Initiative, an international reporting standard that increases the accessibility of information about foreign aid.International advocacy group Publish What You Fund - often a critic of donors like CIDA - lauded these changes, saying they will help Canadians "ensure their country's aid money is getting to where it's needed most." CIDA put its money where its mouth is, becoming the largest donor to the Open Aid Partnership, a World Bank initiative designed to increase the capacity to produce, and use, open data in developing countries.Others are noticing: A number of recent aid effectiveness reports - such as the OECD's Development Assistance Committee Peer Review and the Centre for Global Development's Quality of Official Development Assistance Assessment - note that in recent years Canada has made important gains in improving the effectiveness of its aid. The reviews aren't all positive - they rightly point to many serious weaknesses at CIDA. For instance, the OECD review calls out Canada for lacking "a clear, top-level statement that sets out its vision for development co-operation." Still, the point is that these changes, while seemingly minor, demonstrate progress - something that not many other CIDA ministers can claim.In addition to improving effectiveness, Oda deserves credit for bringing more consideration to the critical role the private sector plays in accelerating development in the world's poorest places. While the verdict is still out on how effective CIDA will be at leveraging the private sector, there are more concerted steps being taken on this front than at any time in CIDA's past.Other changes have been a mixed blessing.Perhaps the biggest disappointment during Oda's tenure has been her failure to raise the status of the international development agenda in political terms, something that has plagued CIDA ministers of the past. In failing to make a compelling, politically savvy case for why CIDA is a vital tool for Canada to manage its interests in the world, the development agenda remains a low priority. While signature development initiatives make cameo appearances at global summits, aid still plays a bit part in Canada's broader foreign policy apparatus.CIDA has long been harangued as a largely ineffective, sloth-like bureaucratic organization. While such claims are often exaggerated, it is true that reforming CIDA is no small task - it will take many years and require the highest level of political backing.While Oda has not been successful in transforming CIDA into the world's best development agency, she has quietly introduced a number of important reforms to improve the effectiveness of Canada's aid, laying a foundation upon which deeper reforms must be introduced.The task for Canada's next minister of international co-operation, Julian Fantino, should be to fight tooth and nail to prove to the prime minister and the Canadian people that a strong development agency is inextricably linked to our interests on the global stage.With this, the transformation can truly begin.James Haga is director of advocacy for Engineers Without Borders