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Thrivent Builds Publicity Newsletter Archive

February 2007

Using Op-Eds and Letters to the Editor in your PR plan

Op-Eds
Op-Eds are short articles—usually about 750 words—written for the newspaper's Editorial section. The name "Op-Ed" stands for either "Opposite the Editorial Page" or "Opinions and Editorials," depending on which definition source you believe. An important point to remember about Op-Eds is that most policymakers read them religiously. They are an important way for them to track issues that are important to their constituents.

Op-Eds are a cost-free way to address public opinion. You can explain, for example, how families actually purchase Habitat homes and help build them. You could also explain the rigorous screening that applicants must go through before they are accepted into the program and how this differs from those who purchase homes on the open market. You could also talk about the responsibility of corporations and others (like Thrivent Financial for Lutherans) to give back to the communities that support them and how Thrivent Builds is an historic alliance between two great non-profits. Be sure to refer to the information provided about both Habitat for Humanity and Thrivent Financial for Lutherans in our online media kit in order to portray both organizations in the appropriate way. And consult one of the Thrivent Builds media specialists, Cheryl Winget or Tara Perre, whenever you have the slightest question as to how you should describe the alliance partners.

Op-Eds are occasionally authored by two people, so don't be afraid to get your Habitat spokesperson and your Thrivent Financial spokesperson to collaborate on an article.

Letters to the Editor
Letters to the editor are most often written in response to articles that have appeared in the newspaper, but they can also be written in response to community events like a house dedication or the awarding of a Thrivent Builds grant. They are shorter than Op-Eds—usually about 250 words or less. Some papers, like the San Francisco Examiner, require that letters be 150 words or less.

The great advantage to submitting Letters to the Editor and Op-Eds is that they are your words—no misquoting, no incorrect stats. They are also great ways to help the public understand complex issues—like the Thrivent Builds alliance.

Here are some pointers when writing both Op-Eds and Letters to the Editor:

  • Plan your message. Don't try to pack too much in—remember that this is something you can do several times a year.
  • If you have a perspective that is different, your article is more likely to get published.
  • Reference Thrivent Financial for Lutherans, Habitat for Humanity International and Thrivent Builds with Habitat for Humanity using the approved language found in the media center on www.thriventbuilds.com.
  • Choose the paper you will contact based on whom you want to reach. For instance, if you want to impress a particular legislator, choose the paper s/he is most likely to read in their hometown.
  • Read the newspaper you have chosen. Look at what kinds of issues and writing styles it presents and emulate those, if possible
  • Find out from the paper how they want the article submitted—by e-mail, fax, etc. Also find out the deadline and how long it will generally take for an article to be published, if it is accepted. It is also important to know if they only accept exclusives. Some papers will not print your submission if they have reason to believe you have submitted it to other papers.
  • Be clear and concise in your writing. Some very good articles are not printed, simply because they are too long.
  • Don't use sarcasm, personal attacks or hypothetical questions. Neither the editor nor the readers want to guess what your point is. Try not to add any "fluff" that detracts the reader from your point.
  • Humor can be an asset if used appropriately.
  • Offer action steps to the reader whenever possible.
  • At the end, you will need to add your name(s), company affiliations and some contact information if you are willing to receive phone calls or e-mails.
  • After you have sent in your article, call and confirm that you have, indeed, written it. Papers want to make sure that they are not printing something submitted by an imposter!
  • Finally, if the first paper doesn't print your article, send to another paper, if appropriate.
This past December, Denise Burpee, Development Director for San Francisco Habitat for Humanity and PR coordinator for their Thrivent Builds projects, submitted a letter to the editor of the San Francisco Examiner announcing their 2007 Thrivent Builds grants. Read Denise's letter. (PDF, 89K)

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Getting the message right

Edward R. Murrow, a distinguished broadcast journalist, said "The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it."

Isn't that the truth! No matter how sophisticated our public relations tools, it still boils down to "what do we say and how do we say it?" You have many tools that help you with the "what" and "how" of your public relations efforts. And we are excited to announce that you have used those tools to gain some remarkable coverage since the inception of the alliance. In 2006 more than 2,100 media hits were recorded..

Here are just a few examples of your stories that "hit the nail on the head" and truly got the Thrivent Builds message right.

  • Groundbreaking event: St. Croix Valley Habitat for Humanity in Wisconsin got this article (PDF, 127K) printed in the New Richmond News on March 16, 2006. The article covered not only the specifics around the groundbreaking, but also a good deal of information about the alliance, Habitat for Humanity International and Thrivent Financial.
  • Home dedication: The Battle Creek Shopper of Hastings, Mich. ran this article (PDF, 66K) on Oct. 12. It included brief explanations of the three other programs of Thrivent Builds—Neighborhoods, Worldwide and Giving.
  • 2007 grant announcement: On December 26 the Salisbury Post of Salisbury, N. C., printed a story (PDF, 101K) about Rowan County Habitat's 2007 Thrivent Builds grant. The story was remarkable in that it covered so many of the important talking points: number of homes being funded locally, statewide and nationally; information about the 2006 accomplishments and 2007 goals; quotes by subject matter experts from both Habitat and Thrivent; and Web site addresses for more information.
Increase your chances of success
We understand that while you can lead a reporter to the facts, you can't make him or her print them. For that reason, we appreciate that so many of you are using the tools and guidelines listed on the Resources pages of the Thrivent Builds Web site. You are, thereby, increasing the chances of properly representing the alliance in print and on television, radio and the Web.

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Tools you can use: Thrivent Builds Giving and Thrivent Builds Worldwide materials revised

As you may know, the eligibilty rules for participation in Thrivent Builds Giving and for receiving the $800 benefit for Thrivent Builds Worldwide have been expanded. Click the links on the program names above for more information and eligibility rules.

Many of our electronic resources and a few of our printed pieces have been revised to include this new information. As an added bonus, we've also now included color photos of recent Thrivent Builds activities in the pieces.

Thrivent Builds Giving

The following materials are now obsolete and will no longer be available for order from inventory or to download from Thrivent Builds Resources:

  • 22405 - Thrivent Builds Giving program brochure
  • 22405A - Thrivent Builds Giving buckslip
  • 22405P - Thrivent Builds Giving Poster
  • 22439 - Thrivent Builds Magazine Insert (2005 version)
  • Thrivent Builds Giving News Release Template
  • Thrivent Builds Giving Phone Scripts
The following materials have been updated to reflect the new program eligibility rules: Revised materials can be found on Thrivent Builds Resources on the Thrivent Builds Giving - Promotion/Implementation page.

Thrivent Builds Worldwide

The following materials have been updated to reflect the new program eligibility rules:

Revised materials can be found on Thrivent Builds Resources on the Thrivent Builds Worldwide - Promotion/Education page.

Thrivent Builds Homes

The following brochure has been updated to include new photos and funding information:

Revised PDF can be found on Thrivent Builds Resources on the Thrivent Builds Homes - Volunteer Recruitment page.

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January Media Watch

While January was a relatively slow month for media hits, some affiliates were still contacting their local media with grant announcement news and getting those stories printed. Fifty-three hits were collected in January relating to the announcement which brought the total for that effort to 339.

If you have not yet sent out your press release regarding your Thrivent Builds grant, we urge you to do so as soon as possible. Perhaps you can even tie your announcement to a ground breaking, a wall-raising or a fund-raising activity for your Thrivent Builds home(s).

Some media hits of note for February included:

  • January Issue, 2007, The Lutheran, Lifelong builder - Retiree brings energy to work for others, 400,000 circ.
  • Jan. 1, 2007, Omaha World-Herald, Habitat helps siblings make a home, 177,919 circ.
  • Jan. 6, 2007, The Buffalo News, Buffalo, NY, Habitat Buffalo partners with national home-building alliance, 183,856 circ.
  • Jan. 22, 2007, KTWV TV 33, aired the video news piece provided by the Alliance Strategy Office, 145,391 est. audience.
  • Jan. 26, 2007, www.oregonlive.com, Community of Christ Church sets fundraiser for Habitat House project, 849,456 visitors per mo.
View all of the media hits that were collected for the month of January. (Word, 233K)

Some of your media hits are not included in these reports? Please send an email with the details of those hits to cheryl.winget@thrivent.com or tara.perre@thrivent.com.

Award-winning Thrivent Builds Communications
The 2006 communications program for Thrivent Builds with Habitat for Humanity was a finalist in the PR News awards for Corporate Social Responsibility/Philanthropy Communications category. A case study featuring Thrivent Builds was printed in February 5 issue of the organization's newsletter and was titled, "Charity Might Begin at Home, But One Philanthropic Alliance Builds the Home First."

The Alliance Strategy Office (ASO) communications team wants to recognize all of your hard work that helped in gaining this recognition. It was truly a team effort of Habitat affiliates, Thrivent Financial Regional Offices and the communications team of the ASO.

Winners from amongst the finalists will be announced at a special awards breakfast at the National Press Club in Washington, D.C. on March 23. We’ll keep you posted on the results!

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What's new on www.thriventbuilds.com

Thrivent Builds Neighborhoods
Read about the newly launched planning grant pilot programs for the Thrivent Builds Neighborhoods program - including what's happening in Milwaukee, WI.

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Feedback

Is this newsletter helpful to you? Do you have additional ideas for articles you'd find helpful? Please send your feedback to Nicole Doebert.

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Newsletter Archive

If you would like to read previous issues of the Thrivent Builds newsletter, simply access the Newsletter Archive from this link or from the left navigation bar.

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This document was last updated on Friday, April 24, 2009.