4. SIX DIFFERENCES
WITH AN OP ED
• Allow PR to reach opinion leaders
• Op-ed authors are perceived as thoughts
experts
• Op-eds are exclusives
Op-eds are controlled media.
This is rare in media relations and publicity.
5. SIX DIFFERENCES
WITH AN OP ED
• These can talk about policy.
• These can promote events more
blatantly.
• You’re worried the reporter will screw
the story up.
Op-Eds are controlled media.
This is rare in media relations and publicity
6. OP ED FORMAT
• 750 words max for an op ed.
• You need to have one main idea.
•Hit it early, and don’t veer off course.
• Short powerful sentences.
• You need facts to verify your claims.
7. OP ED FORMAT
• Don’t say, “I think.” State it.
•I think this is a bad idea.
•This is a bad idea.
• Don’t send out op eds in bulk.
• Do call an editor to see if a paper
takes them.
8. LETTER TO THE
EDITOR
DIFFERENCES
• They are shorter (200-300 words)
• You react to news and should state what
sparked the letter.
• State the theme of your letter after saying
why you are writing
• A letter to the editor is a counter punch.
An Op ed can be an attacking punch.
9. OP ED
A GOOD WAY TO
FORMAT
• What is the problem?
• What is your opinion on the problem?
• What is your supporting information?
• What is the solution (who should do what, and
how can the reader help)?
• Why should the reader care?
• These steps don’t have to be in the order I just
listed above.
• I am going to look for data supporting each of
those five questions.
10. OD ED
ROOM TO BE BETTER
• Hit harder.
• Short, choppy sentences.
• This is wrong.
• We can do better.
• A call to action.
• Watching your SVO….
11. OP ED
ROOM TO BE BETTER
• In terms of subject matter, think beyond
your organization.
• We are worried about rising energy and food
prices.
• Buying local saves money.
• It protects jobs.
• Our client helps in both areas.
• You can’t do this if you don’t follow
current events.
• Connect the dots between you and news
values.
