Letters to the editor (LTEs) and opinion-editorials (op-eds) are practical tools for elevating PN-3 priorities, shaping public understanding, and signaling to candidates and decision-makers that constituents are paying attention to what families with young children need. Used strategically, earned media can build momentum, reinforce shared messages, and make early childhood a more visible campaign issue.
This section covers how to write and place LTEs and op-eds, and the appendix includes templates you can adapt. For more support drafting LTEs and op-eds, the NCIT Technical Assistance portal is free and available to all NCIT members. Connect with us here to begin a discussion about how we can best support your advocacy.
Why Earned Media Matters
Earned media helps put PN-3 priorities in front of the broader public and campaign teams. It’s one way to show that early childhood issues are not niche — they matter statewide, across communities.
Whenever possible, prioritize local voices when pitching LTEs and op-eds. Media outlets often prefer authors with a direct connection to their audience. Even when writing about a statewide issue, it’s best to select a spokesperson from the outlet’s region. For example, if you are pitching an outlet in Kansas City, an Olathe-based author would typically be more appropriate than someone from St. Louis. A steady drumbeat of local voices can help shape what candidates feel expected to talk about on the campaign trail.
Additionally, keep in mind that LTEs and op-eds work best when they connect policy solutions to real experiences: what families are navigating, what providers see, and what communities need to support strong beginnings for children.
Identify Your Goals and Audience
Before drafting a piece, clarify what you hope to accomplish. Goals may include:
- Elevating PN-3 priorities in the public conversation
- Highlighting local challenges or progress
- Prompting candidates to address what they would do as governor
- Reinforcing shared values and common-sense solutions
- Building a broader understanding of why early childhood issues matter
Then choose the outlet based on who you want to reach (community members, local leaders, editorial boards, campaign staff) and messenger based on what voice will land most credibly with that audience.
Writing Effective Letters to the Editor (LTEs)
LTEs are short, timely, and often tied to a recent event (a candidate forum, a news story, a policy debate, a new report). Most outlets list word limits (often 150–250 words). Tight and specific beats broad and vague.
A strong LTE usually:
- Hooks or responds to something timely (one sentence)
- States why it matters for infants, toddlers, and families locally (one to two sentences)
- Names a practical priority or solution (one to two sentences)
- Closes with a forward-looking line that keeps the pressure on (one sentence)
In the appendix, you will find a sample LTE as a guide for how to approach your draft.
Writing Compelling Op-Eds
Op-eds give you more room to tell a story and make the case. Many outlets run 500–750 words, but always follow the outlet’s guidance.
A strong op-ed has three essentials:
- A timely hook (i.e., why this, why now)
- A credible messenger (i.e, lived experience or other expertise that fits the topic)
- A clear call to action (i.e., what the reader or leaders should do next)
Effective op-eds often:
- Begin with a compelling story, example, or insight
- Clearly describe the challenge or opportunity
- Connect the issue to the broader community’s well-being
- Highlight solutions and pathways forward
- Emphasize shared goals and constructive action
Messenger matters. A parent, provider, business leader, pediatrician, faith leader, or local official may be more persuasive depending on the audience and outlet. Pick the signer who will be most trusted by the readers you want to reach.
In the appendix, you will find a sample op-ed as a guide for how to approach your draft.
Amplify Impact Through Coordination
LTEs and op-eds get stronger when partners coordinate. Consider:
- Timing submissions around moments when candidates are paying attention (debates, forums, policy rollouts)
- Elevating different voices across regions and communities
- Sharing published pieces widely through newsletters and social channels
- Using coverage to support other tactics (event questions, meeting asks, briefings)
Pitching and Submission Tips
Media outlets expect exclusivity, so LTEs and op-eds should be pitched to one outlet at a time rather than mass-sent to multiple outlets in the same market. Work backward from the date by which you hope the piece will publish and give yourself approximately ten business days to allow each outlet up to five business days with the piece before you send it to a new outlet. Send the piece to media outlets in order of preference. Often, your preferences are determined by your audience (e.g., whether a candidate is known to favor a specific media outlet or if one outlet has significantly greater reach than others in the state). When submitting an op-ed or LTE:
- Prioritize outlets that actually reach your target audience
- Follow submission rules exactly (format, word count, bio requirements)
- Keep the email short: topic, timeliness, author credibility, and the attached draft
- Make the ask clear (“Please consider for publication”)
If you don’t hear back, a short follow-up is appropriate. Editors are often juggling volume and deadlines.
After Publication: Use It!
Earned media is most valuable when it’s part of a steady pattern, not a one-off. Once a piece runs:
- Share it with partners, supporters, and stakeholders
- Amplify through social media and newsletters
- Send to campaign staff when appropriate (“Sharing in case helpful as you shape plans”)
- Track placements and themes so you can build a consistent narrative over time
Share Your LTEs and Op-Eds with NCIT! Once an outlet publishes your LTE or op-ed, be sure to share it with NCIT at Information@ncit.org. As a convener of more than 500 member organizations, NCIT can help amplify your piece through its website, newsletter, social media channels, and broader network to help elevate PN-3 issues.
Connecting Earned Media to Broader Engagement
LTEs and op-eds can complement other activities such as town hall participation, coalition outreach, candidate briefings, and public education efforts. Together, these strategies help create an environment where PN-3 priorities are visible, understood, and considered.
