In this, the last of my postings about writing for newsletters, we take a look at editorials.
Features and editorials should have distinctly different styles.
|
Feature |
Editorial |
|
Topic: event |
Topic: idea or issue |
|
Ask: What happened? (And: so what?) |
Ask: What is most interesting about this idea or issue? |
|
Tense: Past |
Tense: Present |
|
Structure: Most important information first |
Structure: Problem; solution |
|
Voice: Objective (‘it’, ‘they’) |
Voice: Subjective (‘we’, ‘you’) |
An editorial is an article that presents the newsletter's opinion on an issue. It usually reflects the view of the organization publishing the newsletter, and may therefore need to be checked with senior management before publication.
Most editorials argue a point. The aim is to influence your reader's thinking and to provoke people to act on an issue.
What editorials include
1. A clear case that's being argued.
2. A clear exposition of the argument – especially if it's complicated.
3. A timely perspective on the topic (why argue this case now?).
4. Opposing viewpoints if necessary, which the editorial can refute or qualify.
5. Well supported opinion. Good editorials deal with issues, not personalities; they refrain from name-calling or other petty tactics of persuasion.
6. Alternative solutions to the problem or issue being criticized. Anyone can gripe about a problem; rather than opinionating, take a proactive approach. Use constructive criticism and appeal to your readership’s values.
Writing an editorial
1. Pick a significant and topical issue that would appeal to your readership’s values.
2. Collect relevant information; do the research.
3. Make your case. State the point you are arguing as a 'thesis statement': a single sentence that does nothing but make the case you want to promote.
4. Construct a coherent argument that gives clear reasons for your case, justifies those reasons with evidence and appeals to the values of the readership.
5. Give opposing viewpoints, quoting and stating relevant facts. Then:
6. Refute the opposing arguments, using logic, evidence and the readership’s core values. Avoid ad hominem argumentation, which attacks the person holding a view rather than the view itself.
7. Concede a point or two; it makes you look more reasonable. Better still, take an opposing argument and transform it into an argument to support your point of view.
8. Repeat key phrases to reinforce an idea into the reader's minds.
9. Give a realistic solution to the problem. Encourage critical thinking and a proactive reaction.
10. Wrap it up in a concluding sentence that restates your case.