Master Class #101: Op-Eds In the Digital Age

Op-eds debuted in the New York Times in 1970, and they have been a staple of quality thought leadership ever since. While the digital age has changed the way people read op-eds, they are still an invaluable PR tool if you know how to leverage them.

 

First, be intentional about the purpose of your op-ed. There should be a direct call to action in the text which targets a specific group of people. Keeping this intention in mind will make the piece more direct and impactful.

 

Next, consider where you want your op-ed to land. The media landscape is more fractured than ever, something you can use to your advantage. Pitching to publications which consistently deliver content relating to the topic you are writing about will yield greater results than pitching broadly.

 

Finally, publishing an op-ed is just the beginning. The content can be repurposed into LinkedIn posts, sent out as a press release, leveraged into podcast appearances and much more. You spent time crafting your ideas; make the most out of them.

 

At Jaffe Communications, we've written, pitched and repurposed hundreds of op-eds. So if you have an opinion you want to share, give us a call today!