Mastering the Op-Ed: From Concept to Publication Webinar
Op-eds are a powerful tool for local governments and related agencies to engage with the public, influence policy and assert thought leadership. At Tripepi Smith, you’ll often hear us reference our tried-and-true formula: Content x Distribution = Impact.
In order to drive impact in your communities, you need to strike the right balance between meaningful content and effective distribution. Op-eds are one form of content, with a unique distribution, that are a great tool in a broader communications strategy.
Members of our team attended CAPIO’s “Mastering the Op-Ed: From Concept to Publication” webinar, gaining fresh insights alongside our extensive experience in crafting press narratives and pitching community stories. Here’s a few tips on how you can master the op-ed process, leveraging Tripepi Smith’s expertise and insights from CAPIO’s panel of editors and public relations professionals:
Simplifying Complex Topics
One of the primary challenges in writing op-eds for the local government sector is breaking down complex topics into accessible content. Here’s how to approach it:
- Know Your Reader: Always consider that readers might be encountering your topic for the first time. Use clear, simple language and avoid jargon to ensure accessibility.
- Educational Opportunity: Use your op-ed to educate the reader in a nuanced way. You can still use scientific or legal terms as needed, but explain them in a conversational tone.
- Hyper-Local Focus: Make your op-ed relevant by localizing broader issues. For example, when discussing the dangers of excessive heat, personalize the content to your specific community’s experiences and challenges.
Maintaining Clarity
Clarity is crucial when dealing with intricate issues. Here’s how to maintain it:
- Focused Messaging: In 500-700 words, you need to clearly convey one main idea. Outline your thesis, support it with 3-4 key points, and conclude with a call to action.
- Intentional Writing: Plan each paragraph to build towards your main thesis. This helps maintain a clear and logical flow.
- Accessibility: Write with a diverse audience in mind. Assume readers have varying levels of familiarity with your topic, and write to the person who has the least.
Selecting Op-Ed Worthy Topics
Choosing the right topic is key to an impactful op-ed:
- Relevance: Your content should be timely and newsworthy. Hook into current news cycles or industry dialogues.
- Author Credibility: Ensure the author has the authority and credibility to speak on the issue. Personal stories or third-party validators can add depth and credibility.
- Timeliness: Align your op-ed with relevant events, data releases or upcoming legislation to enhance its impact.
Essential Elements of an Op-Ed
To craft a compelling op-ed, consider these elements:
- Length and Focus: Aim for 500-700 words. Stay concise and avoid unnecessary background information.
- Strong Opening: Lead with the ‘So what?’ to grab attention and clarify the op-ed’s purpose.
- Fact-Forward: Back your opinions with credible sources and hyperlinks. This not only strengthens your argument but also builds trust with the reader and reduces libel risk for publications.
Pitching the Op-Ed
Effective pitching can significantly improve your chances of publication:
- Know the Publication: Understand the publication’s “vibe” based on recent topics and audience.
- Pre-Pitch: Consider reaching out to an editor with a brief overview before submitting the full op-ed. This can help tailor your piece to the publication’s needs and better understand the right timing for this content.
- Build Relationships: Regularly engaging with editors and understanding their preferences can lead to better placement opportunities.
- Timing: Give editors plenty of time (at least three weeks), especially for non-urgent topics.
Counter-Op-Eds and Additional Coverage
Op-eds can lead to further discussion and coverage:
- Response Strategy: Don’t rush into counter-op-eds. Consider letters to the editor for immediate responses and plan standalone pieces for broader issues.
- Conversation Starters: High readership op-eds can spark interest from other publications, leading to more coverage and dialogue.
- Amplification: Plan how to amplify your op-ed through social media, newsletters and other channels to maximize its reach and impact. Consider where the op-ed fits into your broader communication strategy.
By mastering these techniques, local governments and associated agencies can leverage op-eds to effectively communicate their messages, influence public opinion and drive meaningful change in their communities.
Looking to craft an op-ed or refine your overall media strategy? Tripepi Smith can help.