As the credit union industry faces another potential threat of a federal tax fight, which would be a direct tax increase on our members, it’s critical we help tell the credit union story and how the not-for-profit cooperative structure benefits consumers.
One way to tell that story is through the media. A guest editorial to your local newspaper is an easy way to get the story across, while controlling the message. This type of outreach is a powerful way to share your perspective, help influence public opinion, and contribute to important conversations. Here are five key tips to help you craft an effective piece:
- Open by setting the stage for why the topic is timely: A great guest editorial addresses an issue that is current and significant to the publication's readership. You can set the stage for why the federal tax issue matters to the credit union movement and the members you serve in the local community, and why it’s critical to raise awareness about the issue with the publication’s readers.
- Develop a clear and concise argument: Your editorial should have a focused thesis statement that clearly articulates your main point. Avoid trying to cover too much ground; instead, concentrate on a single, well-defined argument. Less is often more with guest editorials so you can be straight to the point, and keep readers’ attention.
- Know your audience and the publication: Before you start writing, research the publication and its readership. Understand their interests, concerns, and typical viewpoints. Tailor your language, tone, and examples to resonate with them. Familiarize yourself with the publication's style guidelines and submission process to increase your chances of getting published.
- Write in a compelling and engaging style: A good guest editorial is not only informative but also engaging to read. Use clear, concise language, and avoid industry jargon or overly technical terms. Incorporate storytelling, anecdotes, or personal experiences to make your writing more relatable and memorable. A strong opening paragraph that grabs the reader's attention is crucial, and can help credential you as an expert on the topic.
- Offer a solution or call to action: In addition to identifying the problem or expressing an opinion, a great guest editorial often proposes a solution or calls for action. What can be done to address the issue? For this issue, you can encourage readers to let their Congressional members know that a tax increase on credit unions is a tax increase on members in their state, and they must help preserve financial choice in the marketplace by keeping the cooperative choice available. By offering constructive action steps, you can empower readers and contribute to positive change.
