A key way of sharing and discussing the benefits of historic preservation is by engaging local media outlets to bring the stories of historic sites, neighborhoods, or buildings to life. Before considering if you should submit an Op-ed or Letter to the Editor (LTE) make sure that you have an effective communication plan that considers all the different ways to get the word out, including leveraging social media . A clear communication plan and strategy will ensure that you know if your issue or project will benefit from additional media exposure.

Here is a quick primer on how to develop and submit either an Op-ed or LTE. Op-eds are generally harder to place, as there is plenty of competition. LTEs are typically shorter and easier to place. No matter which channel you choose, here are five strategies that will help you put out a clear message that will present your project in a way that gains you supporters and advocates.

1. Choose a relevant topic.

While it is always a good idea to be in sync with the current news cycle, you should also ask yourself: Is this a fresh or unique take on the subject? Can you distill your argument into a clear, easy-to-understand sentence?

2. Know your target publication and their audience.

To increase the possibility of placement, do your research. Read through other Op-Eds and LTEs that the publication has published and familiarize yourself with the subjects typically presented. Use that information to customize your pitch, referencing either a recent piece or why your commentary would interest their audience.

3. Be clear when drafting your commentary.

Start with a strong lead. You want to hook your readers right from the start. After all, this is how you make your case. Your piece should also have a clear structure (one argument per paragraph), with supportable facts, and a conclusion that emphasizes the argument you are trying to make.

4. Submit your pitch strategically.

To best ensure placement, make sure you follow the submission guidelines for each publication. The instructions on how to submit Op-eds are typically listed on their websites. Also make sure to include a short cover note that includes a bio (that validates you as a subject matter expert), and a short summary of what is addressed in the piece.

Above all else make sure to submit to one outlet at a time as most publications require exclusivity. Submit individual pieces, wait 3-5 days, then move on to your next choice only if you don’t hear back from your first.

5. Be ready to adapt.

You will not always be successful right out the gate as it is the publication’s prerogative to accept a submission or not. Not all is lost, however, so make sure to keep an open mind. Consider amending the piece to pitch to smaller outlets, blogs, or newsletters, or you can also turn it into a LinkedIn post or other social media platform to start a conversation within your own communities.

Ed Whitaker is the acting chief marketing officer at the National Trust. Priya Chhaya is the associate director of content at the National Trust for Historic Preservation.