So you want to write an op-ed

Our clients are always keen to get their views on global issues out to policymakers and the public. One of the most popular formats for this is through pitching op-eds to the media.

An op-ed is a short, snappy piece of writing that traditionally sits opposite the editorial page in a newspaper and usually features in its own dedicated space on an outlet’s website. It provides a fresh perspective on current events and can be a useful advocacy tool for organisations wanting to enact change.

However, op-eds are hard to write and even harder to place. Here’s our 10-step guide to writing and pitching a successful piece:

5 top tips for writing

? Firstly, ask yourself “is this bit of writing really an op-ed?” An op-ed should be 600-800 words with a strong and relevant argument. Don’t be afraid to present a clear point of view that will get people talking.

? Make sure that what you are writing will grab and hold a reader’s interest. Use killer facts, human examples, and refer to your personal experiences to draw the reader in.

? Use accessible language. Your audience are usually not experts in your field. Imagine you’re explaining the issue to a family member or friend. Complicated acronyms and jargon are generally a ‘no’.

? Be aware of what is going on in the news and how your piece ties into or responds to that agenda. Make sure your argument isn’t everywhere already. Editors are looking for fresh takes on the news, not a rehash of existing conversations.

? Make sure you know your priority outlet and audiences. Trawl the opinion pages and get a sense of what is being shared. Tailor your writing accordingly. For example, if the Financial Times is your target, you'd expect your piece to have a strong business angle.

5 top tips for pitching

? Have a plan in place before pitching. Have one main writer and one main editor. Be aware of how long sign-off will take. Prepare a list of alternative outlets to approach if your priority isn't interested.

? Get to know your outlet. Do they prefer to receive a completed piece or a pitch they can input into ahead of time? Should you call the editor or send an email? Sometimes this info is online but it's useful to build up your relationship with editors to understand their personal tastes.

? Don’t share your piece with more than one outlet at a time. Pick your top priority first and give them a day or so to respond. If you don’t hear back, you can move on.?

? Give yourself enough time. Don’t pitch your piece a day before you need it to publish. Lead times vary but giving yourself at least a week leaves plenty of time to deal with bumps in the road.

? Know that editors may want to feed into your ideas and suggest edits. This is part of the process and you’re far more likely to get your piece placed if you can incorporate these suggestions.?

Ultimately, the best op-ed advice is to write a piece you would want to read yourself and be realistic about what it can achieve.

di:ga offers bespoke support and advice on writing and pitching op-eds, as well as broader communications strategy. If you want to talk more, get in touch: [email protected]