Editorial boards: the power of influence: winning an endorsement from a newspaper editorial board can spur public support for an issue or even change a candidate's political fate.

• Author: Rose, Gene
• Position: TOOLS OF THE TRADE

Trying to persuade an editorial board can be intimidating if you don't understand the process and know very little about the people who make the decisions. As Mark Twain said, "Never argue with someone who buys ink by the barrel." Politicians and advocacy groups, however, can succeed in convincing editorial boards to support a particular position.

Who makes up editorial boards? Members of a newspaper editorial board are select members of a newspaper's staff who decide the paper's editorial positions. For smaller newspapers, the publisher may be the one who makes those decisions. Typically, the news side of the newspaper and the editorial staff maintain a wall of separation. Here is how one major metropolitan newspaper sums it up. "The editorial board of The Seattle Times meets regularly to identify and discuss issues and determine the editorial position of the newspaper. These editorial opinions are reflected only on the editorial pages and do not affect other content and coverage."

HOW CAN I LEARN WHO IS ON THE EDITORIAL BOARD?

Many newspapers identify the editorial board members on their Web site. Some even include profiles to provide insight on who makes those decisions. Many media directories, such as ones published by Bacon's or Burrelle's, list and update staff names, phone numbers and e-mail addresses. For a fee, some companies, like NewsBios, will even prepare biographies on editorial board members.

WHY SHOULD I MEET WITH AN EDITORIAL BOARD?

Building relationships with journalists is one of your best public relations strategies. It's important to get to know the people who will be issuing opinions about you--hope-fully long before they are put in a position to make a public judgment. Many legislators will meet with editorial boards only around election time. The editorial board, however, can have a great deal of influence about issues important to you and can help generate public support.

HOW DO I MAKE AN APPOINTMENT?

Call the editorial board contact person and find out the preferred method of making an appointment. Generally, the board will want a written proposal, which will take a few days to circulate before they agree to a date to meet with you. Rarely do they make appointments more than a month in advance, but they are also hesitant to meet you with only a day's notice.

Follow up your letter with a phone call. Mention the specific item you wish to discuss in your proposal. Editorial boards often do not have time just to meet...