An editorial column is an article that shares the opinion of a publication on a particular subject. This is in contrast to a standard news article that usually only shares facts. The opinions in an editorial should be backed up by supporting evidence.
A column can be written by on-staff journalists or experts from outside the publication. It can also be a way for the publication to share the opinions of its readership. Many publications use columns to bolster their positions on controversial events, reinforce their views with the audience, and attempt to sway people who hold opposing ideas.
Editorials are a key element to any media campaign, whether you are trying to influence public opinion, increase awareness of a health risk, or motivate people to take action. Guest columns and editorials, along with other media methods like public service announcements, brochures, posters, advertising and fact sheets can help you reach your target audience.
Writing a good editorial requires careful consideration of the readership. A strong editorial should make a point that the audience needs to hear, and it should be well written. It should avoid inflammatory language and be based on objective research and analysis. It should also be clear on the goal of the editorial, and it should be accurate. The final product should leave a reader feeling informed, ennobled and inspired to take action. It should also leave them wanting more, like a satisfying dessert after a meal.