Copyright Goodheart-Willcox Co., Inc. Chapter Twelve Editorials, Opinion Pieces, Columns, Blogs and Cartoons 355 The Staff Editorial The Staff Editorial The staff editorial is unsigned—there is no byline—and is the voice of the publication. Traditionally, it is one of the most formal elements of your publication and should be one of the best-researched and best- written pieces you publish. Your publication’s reputation is behind your opinion. It may rise or fall on how honestly and clearly you support and express your publication’s opinion. The staff editorial should be the opinion of a majority of the editorial board, the student leaders, usually the editors, of your publication. An editor will bring up an issue at an editorial board meeting. The board will discuss the issue and develop an opinion that a majority of the board members can support. One member of the board or a skillful staff journalist is assigned to research and write the editorial. The editorial board will review it before it is published. Though board members’ opinions are rarely unanimous, the board will publish only one opinion. It will not write a point-counterpoint pair of staff editorials. The editorial board speaks with one voice. (Op-ed pieces may express different opinions on a topic.) Professional publications may have separate tabs on their websites for “Editorial” and “Op-ed” (Figure 12.2). When the Who Will Read Your Work? Three kinds of people may follow your work as an opinion writer. You need to write for all three audiences at once. 1. Those who already agree with you. You provide these readers with evidence, anecdotes, insights and language that express their position better than they could say it themselves. They should read or listen all the way to the end of your work and say, “Yes! That’s exactly what I think, too!” 2. Those who hold a different, even opposing, opinion. You predict their objections and discuss them, perhaps showing them the limitations of their position. Your goal is to be fair to them and help them see the strengths of your position, though they still may not agree. They should want to read or listen to your entire piece and say, “I still think you’re wrong, but I see your point.” 3. Those who do not yet know or care about the issue. You help them to care and to make up their minds. Warning your audience and alerting your audience are two of your most powerful functions as an editorial writer. They should read or listen to your work and say, “Oh my gosh. I never thought of that.” Figure 12.2 At the website shown below the reader can choose Opinion/The Review from tabs such as News, Sports, and A&E. The reader can then choose tabs such as Columnists, editorials, and cartoons. The distinction between news and commentary is clear. Courtesy of Trib Total Media