One of the best ways to gain credible visibility for a
corporate client is to have that company's CEO submit an opinion piece to a
major newspaper and have it published. In
an op-ed piece, you essentially state your conclusion first. Make your strongest
point right up front, then spend the rest of the op-ed building your case, or
"back-filling" with the facts. Done right, it's persuasive writing at
its best. Results garner converts and publicity. Many major newspapers today accept timely
op-eds by email. Check the paper's Web site first to be sure what its policy
is.
Here's a checklist to help you:
- · In your first paragraph, focus tightly on one issue or idea and be brief.
- · Express your opinion, then base it on factual, researched, or first-hand information.
- · Be timely, controversial, and the voice of reason.
- · Be personal and conversational; it can help you make your point.
- · 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 be ambiguous.
- · Provide insight, understanding: Educate your reader.
- · Near the end, clearly re-state your position, and issue a call to action but don’t philosophize.
- · Be enthusiastic and passion to accompany your logical analysis.
- · Don't ramble or let your op-ed unfold slowly.
- · Use clear, powerful, direct language.
- · Emphasize active verbs. Forget the adjectives and adverbs.
- · Avoid clichés and jargon.
- · Appeal to the average reader. Clarity is important.
- · Write 750 double-spaced words or less (fewer is always better).
- · Include a brief bio, phone number, email address, and mailing address at the bottom.
Here's a list of business publications that have Op-Ed sections:
| Alaska Journal of Commerce |
| Arkansas Business |
| Washington Business Journal |
| Florida Trend |
| Georgia Trend |
| Pacific Business News |
| Idaho Business Review |
| Mainebiz |
| Business Review West Michigan |
| Mississippi Business Journal |
| New Hampshire Business Review |
| NJBiz |
| Business North Carolina |
| Oregon Business |
| Utah Business |
| Vermont Business Magazine |
| Virginia Business |
| The State Journal |
| Wyoming Business Report |
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