Executives are increasingly turning to the opinion-editorial (op-ed) pages to state their points of view regarding their industry and their community. The challenge is to create op-eds that will get published.
At one time, op-eds were relatively short pieces (300 - 500 words) and style was more important than substance. A provocative or witty op-ed usually was placed fairly quickly. Today because of the seriousness of the economy, the political climate and the interrelationship of business to our communities, op-eds have become somewhat longer and more substantive. In many instances there is little difference between them and a news article, except that op-eds usually focus on one subject and express one point of view.
Increase the Odds
When it comes to placing an op-ed, luck is sometimes involved. However, there are ways to increase the odds that your op-ed piece will get into print.
* See what's selling -- Op-eds, are like any other communications effort. They change in format and style with the times. Monitor those changes. Determine what "formula" current op-eds are using and follow it.
* Tailor the perspective to the target audience -- When writing the op-ed, have a particular audience in mind. If you can't place your piece with your target publications, rewrite it for another audience.
* Be contrary -- a contrary point of view gets attention. When downsizing was first a trend, op-eds that cited its pitfalls got into print. If it's the age of the entrepreneur, focus on the advantages of being a full-time employee in a large organization or the importance of getting just the right talent by loosening up and getting people who will telecommute.
* Be timely -- If possible, it is always good to tie your piece to current events. Make the tie explicit in your introduction.
For example, if a potential law locally, regionally or nationally is being debated; an op-ed on the issue has a good chance of catching the editor's eye.
* Provide added value -- Your unique expertise and perspective on an issue should offer information that readers couldn't have obtained on their own -- at least without considerable research. Its okay to include familiar information about a subject but your piece should go beyond general knowledge and media clichés.
* Market a point of view -- Your first sales job is to get the editor to take the time to consider your proposal or read your submission. Express your expertise, what's different about your approach and the readers' benefits.
Editors receive hundreds of op-eds weekly. While they will probably choose their own title, a catchy headline might entice them to read your piece.
* Keep trying -- Before an op-ed we wrote on an environmental issue was published in Newsweek, it was rejected by The Wall Street Journal and the New York Times. All a rejection means is that a particular editor didn't want the piece. It's important to monitor publications because one of the rejections may be that they recently did a piece on the topic.
If you get a rejection, make a new copy of the piece and new cover letter to your secondary target. A well written, well-researched op-ed will find a home but not necessarily in your most prestigious target publication.
Start at the "top" and work your way down. The key is to research your subject, have a strong and effective point of view, a well-written piece and perseverance. There are hundreds and thousands of newspapers and magazines that take op-eds. No one hits a home run every time he or she steps up to bat.
* Recycle your pieces -- once a piece has been published, obtain reprint rights from the publication. Then reprint it and distribute copies to employees, shareholders, customers and opinion leaders. It's a powerful way to show that your organization and you have depth and substance and have opinions that are given notice by the press.
Like almost any other business activity, getting an op-ed published is somewhat of a game of chance. Luck counts. But so do strategy and tactics. The more experience you have at playing the game, the more proficient and effective you'll become.
##################
Op-Ed Articles Express Your Firm's Point of View - To learn more about this author, visit Andy Marken's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 Simple Article Writing For Internet Business Promotion
|
| |
Article marketing is the most widely used and most popular way to get traffic to your internet home business website. Learn how easy it can be to boost your traffic for life.
|
|
Do MNEs Train More than Domestic Firms?
|
| |
Most empirical findings confirm this by using variables representing foreign
ownership. Tan and Batra (1996), Tan and Lopez-Acevedo (2003), and Miyamoto and
Todo (2003) show that higher foreign equity share is ind...
|
|
Fred Smith Has Lift-Off: The Beginnings of Federal Express
|
| |
 “By the early '70s when I'd gotten out of the service it was very clear that this new society was coming in earnest,” recalls Smith. “And so, at that point I said, ‘What the hell, let's try to put it together.’” Aft...
|
|
Does Availability of Educated Workers Increase Enterprise Training?
|
| |
A number of studies have addressed the issue of whether educated employees
are more likely to receive enterprise training. Since productivity gains of training activities
among educated workers are expected to be ...
|
|
Op-Ed Articles Express Your Firm\'s Point of View
|
| |
Op-Ed opportunities are available in virtually every media -- newspapers, magazines, web sites -- a little thought and planning can position your company, your message, you.
|
 |
Related Businesses - Evan Elite Authors |
|
The Evan Elite Authors program is currently in beta phase. For details please contact us.
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
