A letter to the editor is a short essay, and it can be very useful getting your message across in a public forum. But you have to be brief and cover only a few points and not ramble or rant on. The opinions pages of the newspaper carry essays written by prominent people about some current subject of interest. You can position yourself (or your boss) as an expert about a subject (the focus on your organization) and can publish opinion pieces not only in newspapers but also in magazines (including yours). You can write in the first person point of view or the omniscient, or expert analysis. Some folks call them position papers.