Flack Pack

When was the last time you placed a guest column on the digital opinion page of your local newspaper? You probably pitch pieces every week, but how often do your efforts lead to publication? Unfortunately, the answer is probably rarely. Joanna Allhands, digital opinion page editor for the Arizona Republic, says audience preferences are the reason it’s getting more difficult to publish guest columns and submitted opinions online.  Without the newspapers' metrics, which editors aren’t willing to share, she admits PR people face an uphill battle when it comes to knowing how to write content worthy of a little digital love. In our interview, Allhands offers practitioners useful advice for those willing to attempt a solution to the mystery of the digital opinion page.