When you need to know about writing an Op-Ed

You’ve read Op-Eds before. Maybe you’ve written one yourself. But have you thought about what makes a great piece, or what it takes to really get noticed? An effective Op-Ed requires careful consideration and strategic thinking.

Think about the term Op-Ed itself. It isn’t short form for Opinion-Editorial, as is commonly misunderstood. It actually means “opposite the editorial page,” which is the traditional place where such pieces appear in newspapers. This matters because Op-Eds are not meant to be just the expression of an opinion or point of view. Newspaper columnists (and everyone opining on the internet, which has made ink obsolete) may have the luxury to spout off, but outsiders are called on for particular expertise and perspective.

This means deploying facts to your advantage, preferably information that isn’t well-known or well-understood. Think like you’re from Missouri – the “Show-Me” state. Eloquence doesn’t much matter to farmers, nor volume, but “killer facts” do.  

Here are more tips, and pitfalls:    

1. AVOID SELF-SERVING BIAS

Too many proposed Op-Eds focus on self-interest. They treat an Op-Ed like a media release – praising corporate policies and programs. An Op-Ed that overtly promotes personal interests or organizational strengths undermines credibility and makes publication unlikely. It is legitimate to write on matters impacting personal or corporate goals. But the evidence should be clear, or at least well-reasoned, from a public interest perspective.

Key Takeaways: Transcend mere self-interest. Your piece should aim to contribute to the greater good rather than individual gain. Copy editors always look closely to see if they can discern bias.

2. WRITE CLEARLY

“If you can’t explain it simply, you don’t understand it well enough.” Who said that? Albert Einstein did. Here he is explaining E = mc2 in English yet. You can do this too, presumably on issues less existential than the universe. This doesn’t mean you must be simplistic. But you must think hard about how to encapsulate complex information without misleading anyone. Be a simplifier, not a complicator. Copy editors will thank you for it.    

3. FOCUS ON SMART IDEAS AND SOLUTIONS

Op-Eds are intended to engage readers in critical thinking and advocate for change. Do pieces that only highlight problems leave you wanting more? Complaints without constructive responses do little to influence or persuade. Readers are more likely to engage with content that provides actionable insights or proposes innovative solutions. This is usually the part of the article (or book, for that matter) that’s weakest. A solution or at least a measure that constitutes progress is what readers – and decision-makers – want most. 

Key Takeaways: Present a smart idea that challenges readers to think differently. Your piece should inspire reflection, debate, and, ideally, action. Be as provocative as you think fair, without distorting.

4. GET NOTICED

It’s easier said than done but Op-Eds only matter if they actually get seen by the right people. That’s because it’s never been easier to get published. Space is infinite on the internet. But it's harder than ever to get noticed.

Key Takeaways: Choose your platform wisely. Consider where your target audience is most likely to see and engage with your piece. Tailor your content to fit the audience and tone of the publication you’re targeting. Celebrate when you land the meeting, not the placement. 

5. THINK BEYOND THE PIECE  

Finally, an Op-Ed is a powerful tool, but it’s not a communications strategy. Many companies, particularly their boards it sometimes seems, mistakenly believe that a well-placed Op-Ed will solve their issues or single-handedly elevate their influence. An Op-Ed can help to get your point across, but you can’t rely on it alone.  

Key Takeaways: A successful PR strategy utilizes various channels, including paid, earned, and owned media. Each serves a different purpose and audience, collectively enhancing reach and impact. A long-term communication plan usually is required, not a one-hit wonder. Real change requires persistent effort and continuous engagement.

Want to know more about how to get your issues or ideas noticed? As always, we are here to help support your strategic communications and corporate communications needs.

To find out more, contact us at info@mcmillanvantage.com.