Why does one news outlet approach a topic with nuance, another with boldness, and yet another with irony? Why do some stories make the front page in one paper and not even get a mention in another? The answer often lies in a subtle but powerful concept: the editorial line.
What Is an Editorial Line?
It is the set of strategic choices that guide how a media outlet produces its content. It defines:
- which topics are covered (and which are not),
- how they are treated (angle, tone, depth),
- the positioning of the outlet in the public conversation.
Therefore it applies to all content formats: print, digital, social, audio, video. A strong editorial line brings consistency and coherence to everything a media brand publishes.
So to answer the common question, “What is an editorial line?”, we might say: it’s the media’s identity – the filter through which it sees, selects, and shapes the world.
What Is the Purpose of an Editorial Line?
The tone and position of the outlet
The editorial line defines the tone used (neutral, provocative, analytical, humorous…) and the stance the outlet takes on current events. It’s what makes the difference between saying “a community rally” and “a radical protest”. It has a direct influence on public opinion.
Who defines it?
It is usually set by the editor-in-chief or editorial director. In some cases, leading editorial writers (editorialists) contribute to shaping or reinforcing it over time. Management may also intervene, especially when there are business or political interests at stake.
Importantly, an editorial line is not a rigid framework. It can evolve with changes in the newsroom, societal context, or audience expectations.
A well-known example: Le Monde
Take the French daily Le Monde. Its line is known (link in French) for being balanced, analytical, and rigorous, with a generally centre-left orientation. This line influences:
- the headlines it chooses,
- how it frames cultural or economic topics,
- its unsigned editorials, which reflect the voice of the editorial board.
The limits of an editorial line
A strong line is an asset – but it can become a constraint:
- Too rigid, it can prevent innovation or diverse viewpoints.
- Too biased, it may create blind spots.
- Outdated, it can alienate readers and lose credibility.
Why Is the Editorial Line Important for PR?
For press relations professionals, understanding the editorial line of each outlet is crucial:
- It helps you target the right media for your story.
- It informs how you adjust your message and tone.
- It allows you to anticipate media reaction to your announcement.
- It helps tailor op-eds or executive viewpoints to the outlet’s stance.
Ignoring a media’s editorial line is like offering a vegan tasting menu to a meat critic: well-intentioned, but likely to miss the mark.
Conclusion
The editorial line is more than a style guide – it’s the strategic and ideological core of any media outlet. For communicators, mastering this concept is key to building effective media relations. And for readers, it remains a valuable compass: the reason they trust – or challenge – a specific publication.
