5 tips for publishing your Op-Ed

As reporter staffs shrink, an opportunity for PR pros and their clients has emerged. How can you take advantage and get the coverage your business requires?

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It is becoming more challenging than ever to secure earned media.

Not only do PR pros outnumber journalists 4-to-1, but journalists are increasingly asked to do more with less. Then, the media is consumed with the latest news from the tumultuous Trump administration.

Even when an issue is noteworthy, communicators face an uphill battle garnering media coverage. While it’s harder than ever to secure media coverage, the desire for media attention is unrelenting.

One way to get your voice in print is through Op-Eds. These essays are guest columns usually between 700 and 800 words. They have one or two bylines and represent opinion—bolstered by provable facts.

If you’re interested in pursuing opinion essays as a strategy to share your message, here are five tips to ensure your column is published:

1. Know the outlet and its audience.

In an age where journalists must do more with less, most editors won’t bother to respond to a pitch or essay that isn’t carefully tailored to their publication. While the sting of rejection is biting, Op-Ed writers can decrease the prospect of rejection by researching the angle of the publication prior to pitching. Reading the publication’s opinion section provides insight into the content the publication is most likely to publish.

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