KEY POINTS:
Arguably, the best letter to the editor ever written was dispatched by Mark Twain to the New York Sun. It read simply: "Reports of my demise have been greatly exaggerated."
Encapsulated in those eight words are most of the characteristics that propel a letter to the top of the publication queue. Timeliness, clarity of response, brevity, style and originality - they were all there. In many ways, it is a template for people wishing to express their views through the letters to the editor column.
Generally, that column will be among the most widely read section of any newspaper or magazine. Among those taking note are not only readers but those eager to discover what the public is thinking.
As such, letters to the editor are a powerful advocacy tool. Confirmation of their appeal lies in the fact that the Herald typically discards about six letters for every one published.
If that creates frustration among letter-writers, there are ways of substantially increasing the odds of a letter being published.
Most obviously, it should meet the guidelines published on the Herald's letters page every day. These stipulate, among other things, that a letter should not exceed 200 words, and that it must carry, for purposes of verification, the author's name, residential address and, if emailed, phone number.
A quick response will always present a strong case for publication. Newspapers are in the business of news. To be effective, a letter must respond to an article or events that are still fresh in the minds of readers. Letters that arrive many days, or even weeks, after the event are highly unlikely to be published.
Clearly, timeliness provides those corresponding by email with a significant advantage, although posted letters are still considered carefully.
While Mark Twain's conciseness is unlikely to be matched, letter writers should be as brief as possible. One way of doing this is to strive to get a single point across.
An attention-grabbing first paragraph should be backed up with a reason or two for your belief. This focus allows the development of a letter that is unconvoluted, and has both force and style.
Examples of strong first paragraphs in letters published by the Herald over the past year illustrate this point. One started: "The coverage of the funeral of the Maori Queen went beyond the bounds of news reporting and well into the territory of political re-education."
Another equally effective letter began: "Designing modern appendages to fit on to historic buildings rarely works. The proposed new wing for the Auckland Art Gallery will be a compromised, half-hearted modern addition, and the old building will be diminished by its presence."
Then there was the correspondent who, in a more quirky vein, started: "What a relief to know that super-tolerance reigns in New Zealand, so it is perfectly legal, however tastelessly decadent, for a group of semi-naked women to parade down Queen St."
It is advisable to avoid cliches. Letters that start, "Am I the only one who thinks?", or "So Helen Clark thinks", or finish with a "Yeah, right" fail because they lack originality. A little thought may be all that is required to phrase a stronger letter. Likewise, there is little purpose in repeating points canvassed by previously published correspondents.
Letters should be lively but reasonable. Personal attacks and overheated language are no-go areas.
The letter to the editor column is, in most cases, about the contest of ideas, not a forum for pouring scorn on individuals. It is concerned more with the policies and practices of political parties, Government departments or other organisations than the people in their ranks. If a person's conduct becomes newsworthy, a letter commenting on this should not be strongly personalised.
Finally, letter-writing should be rationed. There is little point in submitting even the most original of thoughts if you had a letter published in the past week. Given the number of letters that newspapers such as the Herald receive, it would be unfair if the same names appeared several times a week. Indeed, it could well be worth a pithy and pointed letter to the editor.
* Kevin Hart is the Herald's letters editor.
