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Thursday, March 2, 2017

Op-Ed Checklist

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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