How to Write an Op-ed Piece

By Brian Salisbury

An effective means to gain exceptional visibility and credibility for your organization and members of your leadership team is to have your executives periodically submit opinion pieces to major newspapers for publication on the papers' op-ed pages.

Of course, this is a great idea, but not the easiest to achieve.

Most CEOs don't have the time, ability or inclination to develop and write op-ed pieces. And that's where a public relations professional can step in to help craft an effective, interesting opinion piece complete with supporting facts and information.

It is important to realize the uniqueness of an op-ed. It is not like an essay or feature article that begins with a premise or opening and develops to a conclusion. It is quite the opposite.

In an op-ed, the author delivers his/her conclusion up front along with the strongest supporting point. Throughout the remainder of the piece, the author makes his/her case and reinforces it with facts.

A successful op-ed is an excellent example of persuasive writing that can help your company gain high-quality publicity while reaching very desirable and influential audiences.

Follow this checklist to develop and write an effective 750-word op-ed:

	First check your intended newspaper's op-ed policy, including editorial requirements and if it will accept your copy by email. Get the contact information for the specific individual responsible for receiving your op-ed. Make sure this individual can also get in touch with you.
	When you begin writing, focus on one issue or idea in your brief lead paragraph.
	Present your opinion, then support it with factual, well-researched or personal information.
	Concentrate on a topic that's current and controversial but not contentious. Your executive should represent the voice of reason and clarity.
	Present your topic in a manner appropriate to the publication's readership.
	Make your writing personal and conversational, as if you're talking to a friend.
	Use humor if it fits your topic.
	Maintain a clear editorial viewpoint on one side of the issue. Don't vacillate.
	Offer insights and understanding to educate readers. But don’t sermonize or be pedantic.
	Use clear, powerful, direct language.
	Deliver your message with enthusiasm and conviction along with your logical analysis.
	Use active verbs while avoiding adjectives and adverbs. They'll weaken your writing.
	Don't ramble. Come straight to the point then support it.
	Avoid trite words and jargon.
	When you're ready to end the piece, re-state your position and deliver a call to action.
	On the bottom, include a brief author's bio and necessary contact information.
After your op-ed appears in print, leverage its impact and prestige by:
	Mailing/emailing copies to important audiences such as clients, legislators, trade associations, civic associations and your employees;
	Posting it on your website and in your company blog;
	Directing additional readers to it via social links such as Linked-In and Twitter.

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About the author: Brian Salisbury, a writer and communications consultant, combines a wealth of communications know-how with an engaging writing style to help his clients shape and deliver the right messages with the greatest impact where they count most. Visit www.BriansQuill.com or send him an email at BrianSalisbury@BriansQuill.com. © 2008 Brian R. Salisbury

Copyright © Bon Mot Communications LLC 2009

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