How to write an opinion piece editors want to publish

Three questions to ask.

As a tactic for developing thought leadership and brand building, opinion pieces or op-eds are popular because they allow a leader to control the narrative and provide another way to get featured in top-tier outlets.

But as with any media tactic, how can you cut through the noise and ensure your leader’s op-ed makes the cut? Here are three questions to ask to improve your chances!

❓Does it express an opinion and make a call to action?
When writing an executive op-ed that makes an argument for or against something, it’s important to understand the distinction between the opinion sections of publications and the news and feature sections.

Journalists writing news and features are not supposed to inject opinion in their articles. But in-house columnists, as well as guest contributors - i.e., your client or executive - are expected to make a persuasive argument.

And the goal is not simply to express an opinion. It’s to persuade the reader to do something — take some sort of action, even if that action is simply to consider a new point of view. That’s why a call to action must be at the core of the argument. It’s crucial to align with the executive upfront on what that call to action will be, and then build the argument — with evidence and, ideally data — to support that point of view.

❓Is it too self-serving?
Even editors managing paid contributed-content relationships screen pieces for self-promotion.

While the reality is that every opinion piece has some sort of promotional message — it’s selling the executive’s expertise and elevating their personal brand, after all. It can’t be a sales pitch for the company’s products or services.

To avoid coming across as self-promotional, make sure the topic of the article is addressing a subject in the public conversation. For example, if the CEO of an electric bike company is writing an article about sustainable transportation alternatives, the topic shouldn’t just be about electric bikes. It must address other solutions like public transportation, carpooling and electric vehicles.

❓Is it personal?
Every good editor and writer is looking for personal anecdotes, and the opinion piece is no different. We all know that nothing makes a story resonate more than humanity, emotion and personality.

To incorporate personality into your writing, don’t be afraid to ask your leaders / clients the hard questions. Put your reporter hat on and ask them if they have a personal experience to highlight their argument. The chances of offending are slim and it could mean the difference between trade and top-tier placement.


Finally, don’t forget to follow the rules of each outlet. Read the publication’s guidelines, respect word count, and pay close attention when journalists tell you what they’re looking for.

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