With the current political climate getting more divisive, taking a firm stance on anything can feel like a huge reputational risk. This has led to a swathe of companies sitting on the fence when it comes to giving opinions on anything from industry challenges to changing legislation. While this can feel like a safe strategy for not alienating customers, clients or stakeholders, businesses are missing out on host of benefits.  

Today, we’re arguing the case for businesses and experts investing time in op-eds, as well as sharing our top tips to crafting punchy, articulate articles to get everyone talking.  

What’s an op-ed?

Op-ed is short for ‘opposite the editorial page’ and is an opinion piece typically on a current event or issue. Media outlets frequently bring in external contributors for these pieces, often experts with credentials, qualifications or experience that give them the authority to comment on the chosen topic.  

What are the benefits of an op-ed?

There are a host of formats that rely on experts in the media, including Q&As, thought leadership articles and reactive comments – so what makes op-eds so effective?  

Well, firstly, there’s limited space for them in media outlets so when journalists select an expert to contribute such a long and in-depth piece it gives them a huge amount of third-party credibility. It’s one of the ways that a key spokesperson can effectively be positioned as an expert.  

They can also raise awareness about key industry challenges and help champion solutions. Sparking conversations and giving more visibility to sector issues can put pressure on to help lead to action. Through talking about the same issue many times, people can become known for being an expert on a particular topic, which helps to build personal reputations and, by association, their workplace. 

Our top tips for perfecting a punchy op-ed:

1. Be bold and clear…

Put the ‘op’ in ‘op-ed’. At the heart of this format is an opinion, so make your position clear and strong from the beginning. The reader should immediately know what the topic your discussing is and what you think about it. Before beginning the piece, there’s a few questions you can ask yourself to make writing the piece easier, for example:  

• Consider are you for or against the topic?  

• Are you advocating for change or is it urgently needed? 

• Why should your intended audience care about the issue you’re discussing?  

2. …But don’t provoke for the sake of provoking

In the current, divisive landscape there are a number of personalities who have made their name off saying outrageous and, in some cases, offensive statements. Being opinionated, doesn’t necessarily mean being controversial, and criticism or rebuttal, can always be given respectfully and from a place of fact. While persuading people to agree with your argument is the purpose of the op-ed, this can and should be done while being sensitive to other viewpoints.  

3. Prove your point

Journalists typically commission op-eds from people they consider to be experts – so don’t be afraid to add in statistics, anecdotes, data or analysis. Whatever your opinion, it’s going to be grounded in fact, so introduce that evidence in order to persuade the reader of your opinion and position yourself as an authority on the topic.  

Two things to be wary of. Only use data from reputable sources and double check you’ve interpreted it correctly – no one wants the comments to be full of readers correcting your figures. Secondly, avoid jargon. Ensure that the data is written in a way that is easy to understand. If using technical language is unavoidable, make sure to give a clear explanation. 

4. Use interesting language

The best part of writing an op-ed is you have a bit more creative licence to add colour and write in an engaging way. Using features like rhetorical questions, linking to a news hook, using your personal voice and anecdotes, set op-eds apart from other editorial formats, and can make the piece far more interesting and memorable for the reader.  

Want to write your own op-eds but don’t know where to start? Working with an experienced PR and comms agency can help to increase your business’ share of voice and stand out among competitors. Get in touch with the Pearl Comms team today for advice and recommendations.