One of the best ways to gain
credible visibility for a corporate client is to have that
company's chief executive submit an opinion piece to a major
newspaper and have it published. Easier said than done.
Quite often, most CEOs have no time to write an op-ed;
even fewer know how. That's where you step in to help the
executive craft a fiery opinion, which is supported by facts
making his or her case. An op-ed is not an essay, something
that slowly unrolls like a carpet, building momentum to
some point or conclusion. It's just the opposite.
In an op-ed, you essentially state your conclusion first.
You make your strongest point up front, then spend the rest
of the op-ed making your case, or back-filling with the
facts. Done right, it's persuasive writing at its best.
You will help the company win converts, gain high-quality
publicity for the company, and you will be reaching the
elite audience of opinion-makers who regularly read the
op-ed pages.
Here's a checklist to keep your op-ed
on track:
- Focus tightly on one issue or idea --- in your first
paragraph. Be brief.
- Express your opinion, then base it on factual, researched
or first-hand information.
- Be timely, controversial, but not outrageous. Be the voice
of reason.
- Be personal and conversational; it can help you make your
point. No one likes a stuffed shirt.
- Be humorous, provided that your topic lends itself to humor.
- Have a clear editorial viewpoint - come down hard on one
side of the issue. Don't equivocate.
- Provide insight, understanding: educate your reader without
being preachy.
N - ear the end, clearly re-state your position and issue
a call to action. Don't philosophize.
- Have verve, and "fire in the gut" indignation
to accompany your logical analysis.
- Don't ramble or let your op-ed unfold slowly, as in an
essay.
- Use clear, powerful, direct language.
- Emphasize active verbs, forget the adjectives and adverbs,
which only weaken writing.
- Avoid clichés and jargon.
- Appeal to the average reader. Clarity is paramount.
- Write 750 double-spaced words or less (fewer is always
better).
- Include a brief bio, along with your phone number, email
address, and mailing address at the bottom.
Many major newspapers today accept timely op-eds by email.
Check the paper's website first to be sure what its policy
is. While it's tempting to fire off your op-ed to The New
York Times, remember that there are many other major newspapers
to consider. The New York Times receives more op-eds daily
than any other paper in the US, so competition is fierce.
It's better to be published in another excellent paper than
to be not published in The New York Times. |
RSS Feeds