In spite of television, radio, and other modern communication media, perhaps the best form of free advertising is still through the columns of the newspapers. The newspaper is found everywhere and is the most widely read of all modern literature. Millions who never open a book or magazine eagerly devour its pages daily.
When you prepare an article for publication, try to place yourself in the position of the editor. He is the dispenser of news for his particular community or group of readers. Generally, a newspaper is not published for any one class of people, but for all classes, and all are represented in its columns. The editor may know little or nothing about Seventh-day Adventists, except possibly that they are a small religious denomination whose members attend church on Saturday. It is imperative, therefore, that you give him something that has news value for his readers.
Newspaper Editors Cooperative
There are many sources of news. In the past it was my privilege to be in charge of publicity at a number of our camp meetings. I found the newspapers in all the nearby localities to be most cooperative and willing to accept news releases. When an article is well written, a newspaper will even devote front-page headlines announcing the meetings, election of officers with accompanying photographs, and our phenomenal missionary progress. They will print columns explaining our distinctive doctrines and practice of tithing.
But you must furnish the information in presentable newspaper form. And some of our simple habits may be just the things a particular newspaper may be looking for. A number of years ago, for example, at an MV youth congress I mentioned to the editor of the local newspaper that a nearby restaurant was selling thousands of gallons of Postum, and that they had difficulty in keeping supplies available. The following day the newspaper featured a story quoting the exact quantity of Postum consumed. The next day I mentioned to the same editor that cigarette butts and beer cans, so very evident a few weeks before at a national political convention, would not be found in the spacious convention hall. He sent a reporter to our meeting with the result that another feature story appeared. It emphasized our temperance program.
Prepare in Advance of Event
Whenever possible, obtain reports before they are read at a session. Glean pertinent facts that might be of interest to the public. Instead of preparing a long article, write several brief articles, and mark on each in the upper left corner the date of release for publication. You will find that newspapers will respect your wishes and will not publish the news prior to the date specified. But it is important to have the news release in their hands several hours before the paper goes to press.
Interview each speaker well in advance of the meeting at which he is scheduled to speak, to ascertain the topic he intends to discuss. Get a copy of his sermon if at all possible. If he doesn't have one, get him to tell you a few of the high lights of his sermon. Thus you can write the article before the sermon is delivered. It is imperative that the press release be at the newspaper office in adequate time for publication the following day. If necessary, take it in person. But do no chitchat with the editor, for he is a busy man who is always working to meet a deadline.
Evangelistic efforts, likewise, can be publicized in the newspapers without cost. Many believe that all that is necessary to have something printed in a newspaper is to jot down all the facts, and the editor or one of his assistants will write the article in suitable form for publication. But this is not the case. Editors do not have time to rewrite. They merely approve or delete material submitted. Generally speaking, a well-prepared article on an uninteresting subject has a better chance of getting into print than a poorly written article on a vital subject.
You may be encouraged to know that the editor will give your article just as much consideration as one written by his paid reporters. But do not be disappointed if your entire article is not printed. It is merely because space does not permit, not because the editor has a personal grudge against you or against Seventh-day Adventists. All large city newspapers receive much more news than they can possibly use. The advertisements always come first. They are the bread and butter of the newspaper. Whatever space is left is allotted to the various departments. Each may use only a certain specified number of inches. Your article may be given to the religious news editor, the State editor, or the city editor, depending upon its classification.
Preparing the Newspaper Article
In writing a newspaper article, always be sure that it is readable and neat. Use a typewriter. A sloppy article always gives a bad impression that is difficult to overcome. Although your article may be good, the chances are that it will not be read if it is prepared in a slovenly manner.
Don't crowd the page. Paper is cheap. Leave a margin of at least one inch on both sides of the page. Use double or triple spacing on the typewriter. Single-spaced material is hard to read in a hurry, and the editor may want to insert subheadings or change words and punctuation. Leave at least one third of the first page blank, so that the editor may write the heading there, or so he may insert instructions in the space.
Important Facts Come First
Every newspaper story begins with the most important facts first. Other items should follow in the order of their importance. The heading and the first sentence either attract or repel a reader. A good opening paragraph with the essential facts will generally get the rest of the article in print. If you are not satisfied with what you have written on your first attempt, rewrite and rewrite until you believe that you have written it as well as any other article you may have noticed in the newspaper.
The article should be so written that if lack of space does not permit its complete publication, paragraphs may be deleted from the end without destroying the power of the story or its meaning. Do not use complicated phrases and sentences. Write as simply as possible, so that you make yourself clear.
Repeat a name rather than use a pronoun if you think you might be misunderstood. Do not use a long word where a short one will serve the purpose.
Short paragraphs are the order of the day. They make reading easier. Look at one of the large city dailies. Very few paragraphs are more than two or three inches.
Be sure your name and address are on either side of the first or last page of the article, otherwise your efforts will be wasted. Newspapers are responsible for the items that appear in their columns. The editor may want to authenticate the facts, or may desire additional information and photos for publication. He will know the proper person to contact if he has this information.
Rules and suggestions are helpful in writing for the newspapers, but the best teacher is practice. If you have neglected this field of free advertising for our message, sit down and write. Since we are a peculiar people, and our teachings are out of the ordinary, that is news.
When you see your first article in print you will derive a great deal of satisfaction for the effort expended. Many thousands will read it. Think of the great potential. Do not put it off.
Ministers should report their sermons each week to the local newspaper. All you can lose is the cost of the postage stamp; the experience will improve your technique. Try it!
