The Op-Ed Option
- 1. SMART STRATEGIES TO RALLY SUPPORT, MAKE YOUR CASE, OR CHANGE THE CONVERSATION THE OP-ED OPTION Peter Panepento and Scott Westcott Turn Two Communications March 29, 2018
- 2. OP-EDS DEFINED▸ Newspaper or online opinion piece authored by outside writers ▸ Traditionally appear opposite the editorial page (hence, ‘op-ed’) ▸ Considered prize spot for writers looking to expand influence
- 3. OP-EDS … ▸ Change minds ▸ Raise awareness ▸ Rally supporters ▸ Change the conversation
- 4. WHAT IS THE ONE THING YOU WANT THE PUBLIC TO KNOW ABOUT YOUR ORG’S WORK? KEY QUESTIONS
- 5. WHAT ARE THE 2-3 AUDIENCES YOU MOST WANT TO REACH? KEY QUESTIONS
- 13. BEFORE YOU WRITE GET TO KNOW THE OUTLET ▸ Read It!!! ▸ Learn the Specs ▸ Pay Attention to What Works ▸ Contact the Editor (if possible)
- 15. BEFORE YOU WRITE SPELL OUT YOUR PROCESS ▸ Who Gets the Byline? ▸ Who Is the Writer? ▸ Do You Need Outside Help? ▸ Who Approves It? ▸ Who Is Your Contact?
- 16. WRITING YOUR OP-ED AIM FOR QUALITY ▸ Competition is Fierce ▸ Few Pieces Get Accepted ▸ Think About Other Uses ▸ Strong Writing & Strong Ideas Carry the Day ▸ Illustrate With Real Stories/Examples
- 18. WRITING YOUR OP-ED IT’S NOT ABOUT YOU ▸ Self-Promotion Will Doom You ▸ Put the Audience First ▸ Find a Timely Hook ▸ Identify Problems & Offer Solutions ▸ Provide a Call to Action
- 20. WRITING YOUR OP-ED GET CREATIVE ▸ Find a Creative Angle ▸ ‘Newsjack’ ▸ Offer a Contrarian View
- 22. WRITING YOUR OP-ED KEEP IT SHORT ▸ Pay Attention to Word Count ▸ 700-1,000 words … tops ▸ Have edits in mind ▸ Let the editor know you’re willing to cut
- 23. AFTER IT’S PUBLISHED PREPARE FOR DEBATE ▸ Get Ready for Negative Comments ▸ Encourage Conversation ▸ Don’t Feed the Trolls
- 24. AFTER IT’S PUBLISHED RECYCLE AND REPURPOSE ▸ Cross-Post to Your Website ▸ E-mail Alerts ▸ Share on Social Media ▸ Send to Your Board
- 25. YOUR QUESTION S
- 26. OP-ED LINKS Community college investment is vital to Erie’s future http://www.goerie.com/opinion/20171105/community-college-is-vital-investment-in-erie-countys-future-tom-hagen Muhammad Ali: Shaped by his Islamic Faith https://www.washingtontimes.com/news/2017/nov/29/muhammad-ali-shaped-by-his-islamic-faith/ Change to donor tax rule could hurt charities https://www.houstonchronicle.com/opinion/outlook/article/Maislin-Change-to-donor-tax-rule-could-hurt-11725676.php 18 community foundation leaders’ advice to Jeff Bezos https://ssir.org/articles/entry/18_community_foundation_leaders_advice_for_jeff_bezos
- 27. Peter Panepento [email protected] (202) 531-3886 Turn Two Communications CONTACT US! Scott Westcott [email protected] (814) 881-0389