PR Tips for Writing an Op-Ed
An opinion editorial (or Op-ed) is a timely and educated opinion written by a subject matter expert in response to a current major news story or issue. Op-eds are coveted by businesses and professionals alike because they have a reputation of prestige and are considered the ultimate representation of expertise.
An Op-ed is notoriously hard to get published. Why? There is a lot of competition for very limited space (maybe 3 per day) and they are challenging (but not impossible) to write. Think about it, you’re condensing what is often a very complicated topic into a pretty small word count - around 500 to 900 words depending on the newspaper and the space that day. However, there are some steps you can take to help your op-ed stand out and increase the likelihood that it’ll get published.
1) Embrace the controversy
The truth is, writing an Op-ed about a controversial topic is the most likely way to be published. Editors are looking for varying opinions on the biggest news stories and issues at the moment. Now this isn’t to say you should create controversy as that is almost guaranteed to backfire, but rather choose a topic that is generating hot debate. The key is to add to the conversation by offering a new perspective that hasn’t already been considered.
2) Back up your opinion with fact
An Op-ed may be your opinion, but it still needs to be rooted in fact. Reinforce your point of view using statistics, references to news stories, quotes and published information that can be sourced and proven.
3) Choose one outlet
Never, and I do mean NEVER, submit the same Op-ed or even the same topic to different outlets at the same time. This is a sure fire way to ensure the editors will never accept content from you again. Pick one, and stick with it. If they say no, you can then approach another with the same idea.
4) Write effectively
Start with a strong hook to catch the reader's attention. The opening should state your opinion right off the bat or give a sense of where you’re going. Don’t waffle…each follow up point should reinforce it. Be clear, be concise and say it simply. Stick to the word count, it isn’t optional. If you’re not sure how to get started, read other Op-eds to understand what editors are looking for.
5) Submit a clear pitch
Pitch an outline of your topic to the editor. In your email, clearly outline your opinion, a few supporting points and your credentials that demonstrate your expertise. You can also include your written Op-ed with your pitch. If you haven’t written it yet, be prepared to write fast. They may ask for it the very next day. If you’re thinking ahead, it might not run for a month.
6) Timing is everything
An Op-ed submitted two weeks after the news has broken won’t be published. Anticipate potential topics by paying close attention to the news. Are there rumors, discussions or hints that something might happen? Is there a major event related to your expertise coming up? This is your sign to start writing.
7) Meet the requirements
Most outlets list their Op-ed requirements on their website, including a word count, topics they will or won’t accept, and what you must submit with the article.
Like all skills, writing a great Op-ed takes practice. You may not get published the first time, but that doesn’t mean your next attempt won’t hit the mark. Good luck with your submission! I hope I’ll be reading it soon.