How to Write an Op-Ed

Why spend the time to write (and re-write) the 700 words or so known as an op-ed?

Because you want something to change.

According to Margot Friedman, Dupont Circle Communications, an op-ed can--

shine light on a problem not being addressed
offer policy solutions
persuade policy makers
move people to action.

When you write an op-ed, think beyond the traditional piece that appears "opposite the editorial page" in a newspaper, to consider an online column (e.g., Huffington Post), on the radio (e.g., a commentary on WAMU), or elsewhere in print, online, or on air.

As with other writing, you'll want to analyze what gets published (or aired) to improve your own chances of success.

Friedman, who has written and placed many op-eds, shared some examples of effective op-eds (see below). She also passed on these tips and best practices:

Cut through the clutter of competing messages and issues. You must focus on something that has not been said again and again. Three ways to do this--

Challenge the conventional wisdom. "It's possible to get an op-ed published, even if an issue is not top of mind, by offering a creative policy solution backed up by evidence," she said. (See below to link to an example she cited.)

Find a surprising messenger. For example, the "byliner" to push for an environmental issue can be a business person. Or, as Friedman brought to my attention, self-proclaimed conservative and Tea Party-er Richard Viguerie opposed the death penalty in another op-ed.

Draw on authentic experience. Being a well-known expert or celebrity helps your chances, it's true. But an ordinary person who spent time in West Africa, lived through an illness, or, in the example Friedman cited, studied whales also has a shot.

Listen, really listen to the person whose byline tops the article. You may need to draft, or completely write, an op-ed that goes under someone else's signature. Your goal, she said, is to "capture their voice." This means reading their speeches, watching any clips on You Tube, and studying whatever else you can get your hands on.

Better yet, she advised, request direct access and ask questions. How did they get involved in this issue? What from their childhood affects what they do today? "If you pry stories out of the byliner, your writing is so much richer," she said. And, on a practical note, "it can make the difference between getting published and not."

Avoid "us-too" op-eds. The boss sees an op-ed from a similar organization. The boss wants one, too. Soon, you are scrambling to figure out what to say and how to say it. "An op-ed needs to be part of an overall campaign strategy," said Friedman. "Developing messages through writing an op-ed is possible--but it's not ideal."

Write strong, speedy letters to the editor. Friedman called a letter to the editor the "little sister" of op-eds. The same rules apply, with three main differences:

Length: 150 to 250 words maximum, usually no more than three sentence per paragraph.

Trigger: You respond to a news story or column, rather than propose your own topic.

Speed: Ideally, you e-mail the letter the very day the story runs. The Washington Post ombudsman quoted the newspaper's letters editor as saying the huge volume of responses on some topics may mean the first, well-written letter received is published. "A lot of organizations are not nimble enough to write and get approvals in that time frame," Friedman acknowledged. "But if responding to media reports is a priority, that's what they have to do. Sending a letter three days later is too late."

Amplify the impact. Finally, after all that hard work, extend the message. Post a link on your website and Facebook page, Tweet, and take advanage of whatever other social media you use. If it's published on a media website, encourage supporters to post comments. "Online publications give greater prominence to op-eds that generate the most comments," Friedman said.

Want to know more? Get advice? Share your own op-eds? Check out Margot's new Op-Ed Facebook community.