How organizations can get their op-ed submissions accepted was just one of the topics covered in Capitol Communicator’s PR Summit DC, July 19, at the National Press Club in Washington, D.C. According to PR News, which covered the session, it became clear “quickly that while the (four) editors had common requirements, each publication looks at submitted op-eds in a slightly different way. A major takeaway for PR media relations pros: Do your research about the publication you’re targeting.

“At Vox, senior editor Christopher Shea wants submissions of 1,000-1,500 words that are about “new ideas…something that we should be debating but aren’t yet…ideas about things that will challenge the reader,” such as genetic research and proportional voting.

“Axios is looking for submissions “from experts…and academics” that feature “analytical insights…not advocacy positions,” says editor Chris Russell. “We don’t want a senator’s piece about his bill, for example.” While Axios wants submissions about “what’s in the news, we also like to surprise people with new ideas,” he says.

“The Hill, says editor Chuck Jordan, wants 600-1,000 words on topics “that fit our style…are trendy…and exclusive to us.” To determine hot topics, look at the publication’s site for what’s trending, he says.

“For Jill Lawrence, commentary editor at the daily USA Today, “time is of the essence” in several respects. Submissions must be fresh news, she says. And a day or two can mean a submission will not make the cut at her paper. In addition, she wants a speedy pitch. “I don’t need, ‘Happy Friday’ or ‘Can I send you…?'” Just send the article, Lawrence and the others agreed.

“USA Today has submission guidelines that Lawrence urged interested prospective writers and their media relations pros to read.”

The panel was moderated by Alison Fitzgerald Kodjak, a health policy correspondent on NPR’s Science Desk, left in photo.

More here.

You can check out photos from PR Summit DC here.

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