Communications for The Toy Industry Association

• You are director of communications for The Toy Industry Association, whose members include both toy manufacturers and toy retailers • The association’s mission is “to be a unifying force for members’ creativity, responsibility, and global success, advocating for their needs and championing the benefits of play.” • Over the past several years, major retailers like Walmart, Kmart, and others have been targeted by both state attorneys general and gun control advocates, who want to cease the sale of toy guns, or at least “realistic-looking” toy guns; these critics often claim a link between “gun play” and gun violence • In light of recent mass shootings, most notably the Tree of Life synagogue massacre last week, association president and CEO Steve Passerby wants to publish an Op Ed letter in The New York Times, in which his objective is both to defend the rights of toy retailers and manufacturers to distribute toy firearms while also recognizing that juvenile gun violence has had a tragic impact on certain American communities Your Op Ed should contain no fewer than four – and no more than six – paragraphs Op Ed Letter: Tips and Techniques to Remember • Conduct your own research on the association, its history, its values, etc. • Research recent media coverage, market research and/or statistics that will help reinforce your opinion – be sure to cite sources of any data • Show respect and acknowledge any positive intentions of all sides in the debate • Be sure your opinion takes into account the interests of both your organization and the public – consider the Overton Window (for example, some recently have called for repeal of the second amendment) • Use your lead paragraph to grab attention and establish timely relevance • Make sure your nut graf clearly states your main point of view • Make your points as concisely as possible • Consider proposing new ideas or solutions • Read a few actual Op Ed letters in the NY Times to master the approach and tone • This is not a letter to the editor (it’s an Op Ed), so do not reference a particular article • Double space!!! Suggested Op Ed Structure • Catchy lead (1-3 paragraphs) • Begin with a current trend, news story, or recent personal experience • Provide further detail about your lead • The “Nut” (3-4 paragraphs) • State your concise opinion on -- and proposal for -- the issue • Support your opinion using data and quotes from experts or personal experience • Conclusion (1 paragraph) • Inspire readers to act or think differently • Op Ed Writing: Best Practices • Op Ed (Opposite the Editorial Page) is a formal letter of opinion on current events • Be as timely as possible; cite recent data, news, etc. • Consider recycling existing opinions from the organization • Recent speeches, presentations, position papers • Ratio of opinions to facts: 20% to 80% • Combine third person (it, they) and first person (I, we) • Okay to use “I” when stating your opinion or proposal • Keep to a maximum of 600 words • Use active voice and positive language • No need for “I think” or “I believe” – the entire letter is your opinion                                                                      

Sample Solution