CHARACTERISTICS OF EDITORIAL WRITING

An editorial is an article that presents the newspaper's opinion on an issue. It reflects the majority
vote of the editorial board, the governing body of the newspaper made up of editors and business
managers. It is usually unsigned. Much in the same manner of a lawyer, editorial writers build on
an argument and try to persuade readers to think the same way they do. Editorials are meant to
influence public opinion, promote critical thinking, and sometimes cause people to take action on
an issue. In essence, an editorial is an opinionated news story.
Editorials have:
1. Introduction, body and conclusion like other news stories
2. An objective explanation of the issue, especially complex issues
3. A timely news angle
4. Opinions from the opposing viewpoint that refute directly the same issues the writer addresses
5. The opinions of the writer delivered in a professional manner. Good editorials engage issues,
not personalities and 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, but a good editorial should take a pro-active approach to making the situation better by
using constructive criticism and giving solutions.
7. A solid and concise conclusion that powerfully summarizes the writer's opinion. Give it some
punch.
Four Types of Editorials Will:
1. Explain or interpret: Editors often use these editorials to explain the way the newspaper
covered a sensitive or controversial subject. School newspapers may explain new school rules or
a particular student-body effort like a food drive.
2. Criticize: These editorials constructively criticize actions, decisions or situations while
providing solutions to the problem identified. Immediate purpose is to get readers to see the
problem, not the solution.
3. Persuade: Editorials of persuasion aim to immediately see the solution, not the problem. From
the first paragraph, readers will be encouraged to take a specific, positive action. Political
endorsements are good examples of editorials of persuasion.
4. Praise: These editorials commend people and organizations for something done well. They are
not as common as the other three.
Writing an Editorial
1. Pick a significant topic that has a current news angle and would interest readers.
2. Collect information and facts; include objective reporting; do research
3. State your opinion briefly in the fashion of a thesis statement
4. Explain the issue objectively as a reporter would and tell why this situation is important
5. Give opposing viewpoint first with its quotations and facts
6. Refute (reject) the other side and develop your case using facts, details, figures, quotations.
Pick apart the other side's logic.
7. Concede a point of the opposition they must have some good points you can acknowledge
that would make you look rational.

8. Repeat key phrases to reinforce an idea into the reader's minds.

9. Give a realistic solution(s) to the problem that goes beyond common knowledge. Encourage
critical thinking and pro-active reaction.
10. Wrap it up in a concluding punch that restates your opening remark (thesis statement).
11. Keep it to 500 words; make every work count; never use "I"
A Sample Structure
I. Lead with an Objective Explanation of the Issue/Controversy.
Include the five W's and the H. (Members of Congress, in effort to reduce the budget, are looking
to cut funding from public television. Hearings were held )

Pull in facts and quotations from the sources which are relevant.
Additional research may be necessary.
II. Present Your Opposition First.
As the writer you disagree with these viewpoints. Identify the people (specifically who oppose
you. (Republicans feel that these cuts are necessary; other cable stations can pick them; only the
rich watch public television.)

Use facts and quotations to state objectively their opinions.

Give a strong position of the opposition. You gain nothing in refuting a weak position.

III. Directly Refute The Opposition's Beliefs.

You can begin your article with transition. (Republicans believe public television is a "sandbox
for the rich." However, statistics show most people who watch public television make less than
$40,000 per year.)

Pull in other facts and quotations from people who support your position.
Concede a valid point of the opposition which will make you appear rational, one who has
considered all the options (fiscal times are tough, and we can cut some of the funding for the
arts; however, ).
IV. Give Other, Original Reasons/Analogies
In defense of your position, give reasons from strong to strongest order. (Taking money away
from public television is robbing children of their education )

Use a literary or cultural allusion that lends to your credibility and perceived intelligence (We
should render unto Caesar that which belongs to him )
V. Conclude With Some Punch.
Give solutions to the problem or challenge the reader to be informed. (Congress should look to
where real wastes exist perhaps in defense and entitlements to find ways to save money.
Digging into public television's pocket hurts us all.)

A quotation can be effective, especially if from a respected source

A rhetorical question can be an effective concluder as well (If the government doesn't defend the
interests of children, who will?)
Go to the library or any computer lab and complete the webquest located at
http://library.thinkquest.org/50084/index.shtml
http://library.thinkquest.org/50084/editorials/index.html

How to write an award-winning editorial

A panel of experts shares advice on the topic.
By Lisa McTigue Pierce
Editor-in-Chief, Food & Drug Packaging
President, Chicago Chapter ASBPE

The editor's column should be written to serve the magazine's readers, not to win awards. That

said, some of the best editorials - award-winning editorials! - have followed this simple four-step
recipe:
1.
2.
3.
4.

Identify and research an important, timely industry issue.

Discuss the arguments from various sides.
Express your opinion to help resolve the issue.
Ask readers to take positive action.
Recently, members of the Chicago ASBPE chapter gathered to discuss the dos and don'ts of
writing award-winning editorials. Panelists were:

Chuck Boyles, Editor, Pumping Technologies

Kirk Landers, Editor, Construction Equipment
Bob Sperber, Editor, Software Strategies
Advice and comments also came long distance from Doug Condra, Editorial Director, Newport
Communications, through an earlier telephone interview.
Nearly all business-to-business magazines publish an editorial. Why?
"The editorial is the most highly differentiated piece in the publication," said Bob Sperber. It's
what separates you most distinctly from your competitors."
Ultimately it creates an image with readers, as well as with advertisers. (It also sets up a valuable
ad position that your sales department can sell.)
Well-written columns build rapport and credibility with your readers. Editors do - and should assume a leadership role within their industry, and the editorial page lets them demonstrate their
authority, knowledge and passion for the business.
Is Your Subject Important?
To start, identify the critical issues by being involved in your industry.
Doug Condra says, "Know the key players, read, talk to a lot of people." Get out to trade shows,
seminars, plant visits. Listen to what your readers and advertisers are talking about. Ask
questions.
Show Your Research
Then, once you have a topic in mind, do your homework. Research the different sides and
present the information in a way that supports your position. (This is your opinion after all.)
If the issue is a difficult one to resolve, offer readers your opinion and some advice. Give readers
direction. Perhaps ask for compromises to be made.
Tell Your Readers How
"Get your readers involved," Condra continues. "Tell them how, down to giving them an address
or phone number." This makes it easy for them to take action.
Tip: As a companion to your editorial column, publish letters to the editor. You may get some
lively and worthwhile discussions going.
The style of writing should be straightforward and simple, more informal than formal . . . chatty.
"It's like a good speech," Condra says. "You might even want to start with a joke. Humor is a
great tool to get people to start reading, and keep them reading until the end." He warns, though,
to make sure you know your readers so you know what kind of humor is appropriate.

Kirk Landers agrees that your personality should be evident. "Don't hold back," he says. "Be
colorful. People will warm to you and you may imPublication a judge or two."
A sure way to alienate judges, though, is an editorial column that's abundant with acronyms or
abbreviations that only "insiders" will understand. But this members-only language can backfire
even with industry veterans. Chuck Boyles cautions, "Using acronyms can alienate many
potential readers - especially your new readers." When in doubt, spell it out.
Did Your Readers Respond?
Okay. You've written 12 months of great copy. How do you pick which editorial(s) to submit for
a competition? The answer from the speakers was unanimous, "Submit editorials that have
received a lot of response from readers."

Dos and Don'ts for an award-winning editorial

DO advocate change if you think it's necessary in your industry.
DON'T use acronyms or abbreviations without explaining them.
DO publish a photo of the editor. Tip: Take several different poses in different clothes and
alternate the photo you use each time. Let your personality show!
DON'T write an editorial that is nothing more than a glorified contents page, talking only about
stories in the magazine.
DO include evidence or research to prove your opinion, if available.
DON'T be reckless in writing your editorial. You could lose credibility. Make sure you research
and think your points through before taking a position.
DO acknowledge errors in future issues to rebuild your credibility with readers.
DON'T be afraid to inject your personality in the writing.
DO stimulate thought and inform.
DON'T think that readers must always agree with you. Invite their comments.