How to Write OpEds that Get Placed

Too often, I see great writers start where they ought to finish. They spend days crafting and editing a well written opinion before they've established who the reader is, what their needs and expectations are, and what action they want them to take. As a result, writers often end out in a time-consuming and frustrating cycle of submissions, rejections, rewrites, and black holes.

In my years of practice, I've found that spending time upfront researching and cultivating interest from an editor before the writing process begins will not only save time but also produce better results. This approach has helped my clients to secure placements in top tier outlets like The Wall Street Journal, Politico, The Boston Globe Ideas section and the Globe Magazine.

Begin by Defining Your Intention

I am often asked by faculty and other experts, who approach me with completed drafts of OpEds, "Where do you think I can get this placed?"

I find a better strategy is for writers to step back and ask themselves, "What type of piece should I be writing and for whom in order to achieve my goal?" In doing so, I encourage writers to consider the following:

1. There are many great reasons to contribute your expertise to the public dialogue. But, what is your top priority for publishing an OpEd at this time? Maybe you want to raise the profile of your institution, enhance your reputation among peers, educate policymakers, rally existing supporters to take action, change someone's perception or attitude, influence voters, or perhaps promote and sell a new book. Which is most important to you right now?

2. Based on your goal/s, who is your target audience (e.g., peers, policymakers, like-minded individuals–or, perhaps, those with an opposing view point)?

3. Where does your target audience turn to for this information? Whom do they trust?

By defining your intention first, you'll be in a better position to narrow down the type of outlets you want to write for, which should inform the tone, style, length, and possibly even the focus of your argument and the examples you use to back it up.

Then Do Your Research

Once you have a short list of outlets your target audience reads:

• Conduct a search to identify related articles or opinions that outlet may have recently published. If they just ran a similar piece making the same or similar points, you can cross them off your list. But, if your idea for a piece sheds new light on–or perhaps even refutes–recent coverage, consider pitching yours as a follow-up, rebuttal or a letter to the editor (with links to the original story).

• Research the publications' guidelines for contributed pieces. These are generally published on their website and will include information about expected review/response times, types of submissions accepted, contact information and other important criteria. Take note: some major national publications may request as long as 3 - 5 days, or more, for review. As you narrow down your list of target outlets, consider how timely your piece is and how long you can afford to wait.

• Prioritize your target list of outlets and contacts and note important dates on your calendar for follow up.

Next Make Your Pitch

Once you have a prioritized list with a sense for each publication's needs and how your argument fits into their bigger picture, reach out to the first editor to pitch your idea.

DO: Keep it short, skimmable, and to the point.

• Write a compelling headline as your subject line.

• Include bullet points to back up your argument.

• Include a few sentences with your bona fides/expertise in this area.

• Ask if the editor would consider a full piece, what their preferred timeline is, and for any guidance on length or audience expectations.

• Include any time sensitive information, especially if there is a legitimate reason for requesting expedited consideration.

DON'T: Do not reach out to multiple editors at the same time with the same idea. Busy editors do not want to waste time considering your idea, doing their own research, and discussing it with their colleagues, only to find that you've published it elsewhere. Wait until the publication's requested time for review (or your own deadline for review that you clearly stated in your pitch) has elapsed before letting them know that you are withdrawing your submission. Then, go ahead pitch the next publication on your list.

Remember, you are ideally building a reputation as a reliable resource and a relationship that may help you throughout your career. Being respectful of others' time will increase the likelihood of that editor working with you in the future.

Lastly, Write

Armed with early interest, feedback and direction from an editor about their audience and needs, you'll be prepared to craft your argument in a way that will resonate with their readers and help to achieve your desired outcome.

In the event you aren't successful in finding an editor who is interested in looking at a completed draft, at least you haven't wasted precious time perfecting the piece. In this case, wait for the news curve to come back around (it will), and try, try again.

Do you need assistance researching outlets, positioning, pitching, or editing/polishing a draft?

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