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How to Write an OP-ED
by John McLain

One of the best ways for PR writers 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 cract 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 conclustion. It's 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 reacing 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 factul, 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.
• Near 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 cliches 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.

Copyright © John McLain

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