Tips for Editorial Board Meetings

• BE PREPARED - Editorial board meetings are designed to generate favorable editorial comments about a particular issue. The ability to clearly articulate the background and significance of an issue or program is critical, which means being prepared.
• REMEMBER…IT'S A SALES PITCH - Some communications professionals like to think of editorial board meetings as an all out sales pitch in front of skeptical, out-spoken and highly influential potential customers.
• BE ENTHUSIASTIC - As with any sales pitch, the commitment to an issue or program will be demonstrated to the editorial board by, among other things, the representative's personal demeanor. If they're excited about the program, it will be reflected in their body language and their tone of voice.
• BE HONEST - If the group representing the organization is unsure of any piece of information, they should admit it, but promise to provide the needed statistic, background or detail immediately after the meeting. Don't try to gloss over a board member's question.
• FOCUS ON A GOAL - Determine 3-5 key points. Give the board the background information they need on an issue, and stick to the facts. Editorial writers are paid to be skeptical and see beyond public relations gimmicks. The goal should be to get a favorable editorial written or to diffuse a potentially negative perspective that the board may have about an issue involving the organization. Stay focused on presenting the organization's side of the argument and tell them how a decision was made to support the program or campaign.
• STICK TO THE ISSUE - Don't get sidetracked on unrelated issues. Most editorial board meetings are designed to generate editorials on ONE topic, and most editorials touch on ONE issue. A laundry list of accomplishments or plans may be useful background information, but it is unlikely to generate editorials. The system's issue is increased funding. Be prepared for other questions. Answer as many as possible and return to the focus of the visit.
• ASK FOR THEIR SUPPORT - Like any sales presentation, don't forget to close the sale. Summarize what was presented, then ask the board for their help in educating the public on the program or issue.