10 tips for writing op-eds that actually get published.

Op-eds are one of the many tools in the PR toolkit. Often acting as a flagship piece in a communications initiative or campaign, an op-ed is a deep dive on a particular issue, detailing your organization’s positioning and thinking on the topic. They serve as an opportunity to demonstrate thought leadership, and, if published in a high-profile news outlet or publication, can serve to underscore your organization’s clout and authority.?

Many PR professionals will be familiar with op-eds, having written them, pitched them to media, or both. The problem, though, is that many more op-eds are written than are successfully published. How many of us have pitched and re-pitched an op-ed, only to have the content repurposed as a post on our organization’s website when we can’t find a news outlet willing to publish it?

I’ve run into this challenge and disappointing situation myself – but it’s rare now. After a decade of writing, pitching and publishing op-eds in niche outlets as well as premier national outlets, I’ve discovered a handful of tactics and approaches that have made failed op-eds a rarity. Through experience that includes both success and failure, as well as countless discussions with opinion editors about what they like and what they don’t like, I’m now able to craft and pitch op-eds with confidence that they will usually land where I want them to.

So, what’s the formula? Here are 10 tips to consider when planning, preparing and pitching the next op-ed for your organization or a member of your executive team:

1. Keep it simple.

Being clear and concise is key. Often, we write op-eds because we want to offer substantive commentary on a topic and explore an issue in depth. But an op-ed about too many things is an op-ed about nothing. So, the first thing to do is determine what, exactly, you want to say about a topic. Don’t discuss that topic too broadly. Zoom in on a particular perspective, angle or element of the issue, and open it up. This leads to the second tip.

2. Focus on a problem or solution, not both.

This is some of the best advice I ever received from an opinion editor with whom I’ve developed a strong relationship. This editor is the gatekeeper at a national news outlet, equipped with the authority to decide which op-eds make the cut, and which ones don’t. He explained to me that many op-eds fail to keep it simple, stay concise and stay focused because they try to explore things too wholistically. So, he said, it’s important to focus on just one side. Sure, you will have to mention a problem to discuss its solution in detail, or mention a solution before you expand for the next 600 words on why that solution is problematic. But that’s just it – you mention it quickly and move on to the rest, setting yourself up to zoom in and provide novel commentary where it matters most. That leads us to the third tip.

3. Determine if you’re really advancing the conversation.

For an op-ed to be worth publishing, it needs to say something new. So, in writing an op-ed, ask yourself if what you’re saying has been said. Is what you’re saying part of the discussion, and if not, does it need to be? Are you truly advancing the conversation, or just rehashing a point that’s already been made or is well established? This brings us to the fourth tip.

4.?Surprise people.

One of the best ways to advance a conversation is to surprise people. And one of the best ways to do that is to offer up a take that is unexpected, goes against grain, or that is entirely new. It’s important not to be contrarian for the sake of it – but instead because your contrarian perspective makes sense, makes people think, and can be substantiated. Which brings us to tip five.

5.?Be credible.

Being credible and evidentiary in offering up a perspective or position is critical. A good op-ed isn’t just conjecture – it’s constructive. Whether by leveraging data or offering valid, relevant examples to make your point, it’s important to substantiate your position. Make sure you surprise readers with facts that catch their attention, are memorable, and make them want to agree with you – whether reluctantly or enthusiastically.

6. Think outside-in, not inside-out.

This one is simple but is often overlooked. It’s important to plan your op-eds around public, political or sector-specific discourse, and not only be saying something interesting, surprising, and credible, but to also be saying it at the right time. Ask yourself if your op-ed is relevant to the current zeitgeist, and if it’s considerate of what’s going on in the broader environment, tone-deaf, or simply noise. You can’t just be writing an op-ed and making a point because it’s what your organization or one of your executives wants out there right now (thinking inside-out). You need to be saying it because it matters for the moment. Let the environment inform and signal what’s important for you to say and when it’s the right time to say it (thinking outside-in). In other words, be timely.

7.?Know your outlets.

The next few tips are all about logistics as opposed to content, but that doesn’t make them any less important. And the first one is knowing your outlets. Understanding with whom your op-ed will resonate – with which opinion editors and with which audiences – will inform where you should pitch. Don’t pitch a business-focused article to a culture and lifestyle outlet. And even if your subject matter is relevant to the outlet, don’t be too technical or formal if the style of writing that outlet publishes tends to be more casual. And while contrarian, against-the-grain perspectives are great, consider the leanings of the outlets you are pitching to, and whether that will support or diminish your chances of being published based on the position you are advancing.

8.?Have backups.

Even if you have a small handful of premier outlets you pitch to regularly and which serve as the ideal platforms for your op-eds, have other outlets where it’s easier to secure a published op-ed, and which you can fall back on. Sometimes you’ll be unsuccessful with your first outlet of choice, and sometimes you’ll just know that an op-ed you’re working on is good enough to be published, but unlikely to make the cut at a highly discerning publication. In those instances, it can be better to fall back on an outlet that is less discerning, or hungrier for content.

9.?Build relationships.

This is perhaps one of the most important tips, and it’s all about remembering the “relations” part of PR. And when it comes to op-eds, that means getting to know opinion editors. Most major outlets will have an “opinion” or “commentary” section where submissions and op-eds are published. And there are often dedicated editors for these sections who make the initial and/or final call on what gets considered or published. Find out who they are and invite them for a coffee – whether in the real world, or virtually. Find out what they look for in an op-ed, what they don’t like, and what their editorial priorities and interests are. From there, be sure to pitch them the things you know they care about and find interesting. And while you’re at it, establish a direct line with them. Once they know you and you’ve built a connection, you’ll often be in a position to submit op-eds directly to their inbox, instead of competing with the masses through the outlet’s generic submissions email address. This will make it much easier to cut through the noise, get a response, or get published.

10.?Manage the cooks in the kitchen.

This one is for every PR person who has worked on a piece of written work that went through multiple “final” versions before it was approved by everyone involved. It’s essential to have clear, agreed-upon expectations regarding control over editorial direction, voice, tone, and messaging with any subject matter experts, executives, or other partners with whom you’re working on the op-ed. Keep the group of those involved as small as possible while having all the right people engaged. And determine who has final sign-off before a piece is finally pitched, whose name will be attached to the op-ed, and who needs to be involved if the outlet calls back with suggested copy edits. If you are lucky enough to have your op-ed considered by an outlet, you may be asked to approve edits from a copy editor or copy desk the same day. You may be asked to provide reference for any of your data or arguments by fact-checkers. So, be prepared to act quickly, be decisive, and keep things moving on your end so that approvals and fact-checking don’t kill an op-ed.

Words, relationships and strategy

And there you have it - ten tips for writing op-eds that actually get published. From strategy and content to logistics, relationships and approvals, every element counts. Some will matter more than others based on your industry or circumstances, and their relevance will change with each op-ed, outlet or instance. But words, relationships and strategy will always be part of the equation, regardless of the variables.