What's in store for this edition:
How to write and submit and Op-Ed
How to use Op-Ed as a PR Tool
A public relations classic, the Op-Ed, is a hard to get published, yet powerful PR tool for building credibility and authority. Used wisely it can shape conversations on issues, get you interview and speaking invitations, and possibly lead to new business.
What is an Op-Ed?
An Op-Ed is a short, opinion inspired article that is written by someone who is NOT an editor or journalist. It argues an issue or makes a clear point on a subject that is of interest to the readers of the journal or outlet. So it is not a neutral stance, nor is it reporting, rather it has an strong view point, backed up with evidence and experience.
⛑️ Unfortunate Fact: Op-Eds are harder to get than ever because news rooms are shrinking or getting rid of editorial and opinion content.
The Makings of a Good Op-Ed
Must be controversial
Publications need engagement. So if your opinion is a soft sell of your product or services, or is a weak thought piece they won’t be interested. It should spark debate. Ask yourself if any reasonable person strongly disagree with this op-ed? If the answer is no, then it won’t be published.
⚠️ Word of caution: Once your opinion is out there it is part of the public record. Be ready to own it, especially if it’s misunderstood or goes viral for the wrong reasons.
Hasn’t been said before
If it’s been said before, it won’t be published. Ask yourself if you truly are bringing a fresh POV, new understanding, new discovery or a different than expected conclusion.
Strategize your timing
Op-eds are often tied to current events. Be it a new law, seasonal moment, trending conversations, breaking news, if yours is tied to these, send it in immediately.
If it’s an evergreen piece, send it with enough lead time, however expect delay, as some outlets have set calendars for these types of pieces.
Have evidence
There’s a difference between a rant and an op-ed piece. Write yours with opinion and facts that are backed by research, data, case studies, etc.
Have a plan for after
Share your published op-ed on your social channels, newsletter, press page, and others that are vested in your business.
How to submit an Op-Ed (step-by-step)
Find your match. Identify which outlet is the right one for you. Look for a local paper, trade publication or niche online site.
Find the opinion/editorial guideline. Look for “opinion”, “commentary” or “op-ed guidelines” these can often be found under “opinion”, “contribute” or “submit”. Here’s one to look at. Try a google search as follows “site:[publication name] op-ed submission guideline” or look on the opinion page masthead for email address.
Follow the directions exactly. Word count, document type, and your name, title, organization, and full contact info for verification purposes.
Write a clear subject line like: “Op-ed submission: Why [and your argument]” The body of email should have a 2 sentence summary of main points and don’t forget to state why it matters.
Submit once, and you can send one polite follow up.
💫 ProTip: If writing isn’t one of your superpowers, you can have it written by professional writer. DO NOT USE AI FOR WRITING OP-EDS. Use AI for research or drafting ideas, but not for final writing.
“People do not seem to realize that their opinion of the world is also a confession of character.”
Do this now: Find the op-ed submission guidelines to your local newspaper.
Term to Learn
Letter to the Editor is different than an op-ed. This short reaction (150-250 word) is a response to something published. An op-ed is longer, developed argument with a clear opinion and reason for such.
FAQ
Q: Do I need to famous or a CEO to write an op-ed?
A: Of course not! Editors are looking for people with relevant expertise, deep experience in the matter, or a strong local connection to the issue.
Get PR techniques from recent news.
Newsworthy
Visit Orlando Funding - Necessary or excessive?
Thoughts from former Florida tourism director to defend Visit Orlando marketing budget.
Since we are talking Op-Ed I thought I share one that is being used to fight bad press that the Visit Orlando organization has been getting.
I can’t be for certain, but I’m pretty sure it wasn’t out of the goodness of his heart that Ed Gilbert wrote this Op-Ed. If I was part of the Visit Orlando PR team, you can bet that I would be employing Op-Ed tool to help fight the bad news that are being attached to the budget recently.
Essential strategy:
A piece written by a current member of the organization would not hold the same credibility as an outsider writing it.
They got someone with authority to speak to the matter.
It’s timely, as more news has recently surfaced about this issue.
PR teams need to come up with different options to control the narrative. Creating this op-ed was a great response to the negative news.
I personally enjoyed reading a different viewpoint on the issue, not just the reporter’s take. It helps give a more well rounded out view.
Useful PR Resources.
🧰 TOOLKIT
MESSAGE framework ChatGPT prompt builder
This GPT walks communicators through the MESSAGE framework from TheCommsStack.com, giving you a great first-draft output.
While we always want to avoid AI for writing pitches, op-eds and press releases, why not give this a try for coming up with the framework for your first draft.
Attention Seeker of the Week
19-year-old tabby, Larry the cat, has been serving as Downing Street chief mouser for 15 years, and has graced the presence of 6 prime ministers and charmed many visitors and members of the press. Yes Larry you have our attention, and that of a nation, and world really.
Animals often bring smiles to faces of many and are a fun, human interest, easy report for journalist. I wonder if Larry has his own PR team? Talk about dream job for me—cats and PR!
Can I feature your fluffy attention seeker? Reply to this email with a picture and a little bit about what your pet does for attention.
I really appreciate seeing so many new readers and hope to answer any questions you many have, just drop me a note or DM.
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
