If you’re going to pitch a story idea to Robert A. George, you’d better know who you’re pitching. He’s the associate editorial page editor of the New York Post—not The Daily News or The New York Times. But don’t tell that to the uninformed readers who mistakenly confuse the rival publications during what George refers to as a really bad PR pitch.
Know the paper and its audience
“The editorial page is the official voice of a newspaper. It makes observations, statements, delivers the unsigned opinion of the paper itself on the major issues of the day. We are allowed to give an opinion as to why a reader should believe a particular issue or event is important in their lives and how they should feel about it,” George explains.
Find an appropriate angle
When pitching an editorial, find the right angle. PR professionals can use the op-ed section to pitch their CEO as a guest editorial writer. Of course, the topic needs to be engaging and relevant to the editors, as well as to the readers, while matching the Post’s editorial policy. As a general rule, be aware of whether the commentary puts your CEO in the best light possible and if it fits the brand of the publication you’re pitching.