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TIPS FROM THE MEDIA COMMITTEE: HOW TO WRITE AND PLACE AN OP-ED

Public opinion in this country is everything
--Abraham Lincoln, 1859

Op-eds are a powerful way to educate the public and influence policymakers. So-called because they historically appeared opposite the editorial pages, op-eds are simple to write. All you need are an opinion, information to back it up, and insight into what newspaper editors want.

What editors want. Because editors can receive hundreds of submissions each week, you have to give them a reason to choose yours. Timing is everything-editors want op-eds that are tied to something newsworthy such as a controversial issue, pending legislation, an upcoming event or historical anniversary, and, of course, breaking news.

Editors also want op-eds with fresh points of view. Reading the op-ed pages regularly will tell you which viewpoints have been covered and which are missing. Finally, editors want your piece to be relevant to the newspaper's readers. Show how the issue you address will engage and affect people and, when possible, use a local angle.

How to write an effective op-ed. Most newspapers have websites with guidelines and directions for submitting op-eds. Generally, they should be less than 700 words (about the length of this article). That means you have to make the most of your words-focus on one issue and stick to your three or four strongest points. Make your op-ed easy to read by using active voice and short sentences and paragraphs, and by avoiding jargon and acronyms.

Your first sentence should grab people's attention and make them keep reading. For instance, you can start with a concrete example or image that illustrates what you are saying. Then state your opinion clearly and succinctly. If you can't summarize your point in one sentence, think about it some more before writing.

Once you've made your point, briefly give any background needed. Then make your argument and back it up with a mix of facts, quotations from authorities, and specific examples. When possible, use anecdotes that support your stance. People are more likely to read and remember stories.

Your op-ed will be more persuasive if you use a reasonable tone and provide practical solutions to the problems you're presenting. Also, to let the editor know that you're sure of your facts, attribute them either in your piece or in your cover letter (see below).

End your op-ed with a bang. This is your last chance to convince people to take your viewpoint seriously. Restate your opinion and what action should be taken, and make your last sentence like your first, strong and memorable.

When you're done writing, read your op-ed out loud. Listen for clunky wording and long, convoluted sentences. If you trip on any part, rewrite it. Then ask others to read your op-ed. If they have trouble following any part of your argument, newspaper editors will too. Keep rewriting until your piece is easy to follow.

Include a cover letter. Write a short cover letter summarizing why your op-ed is timely and of interest to the newspaper's readers. Include your credentials and briefly say what makes you an authority on the topic. Also explain any ties you have to the issues or organizations you mention in your op-ed. Finally, remember to document any facts not attributed in the text of your piece.

What's in it for you. A timely, provocative op-ed can establish you as an expert in the eyes of the media. Newspaper editors and broadcast producers regularly read the op-ed pages to find experts on particular topics. And once you have a relationship with an editor, they are likely to ask you to write more op-eds.

Even if writing op-eds doesn't lead to fame and fortune, at the very least you will make yourself heard.

More information on writing and placing op-eds is available at

Duke University Op-Ed Service
http:www.pubpol.duke.edu/courses/op-ed/index.cfml

How to Write an Op-Ed and Get it Published
http://newsroom.depaul.edu/Html/mrOpedMain.cfml

Media Training for Environmentalists
http://green-room.org/oped/writinganoped.cfml

National Academies Op-Ed Service
http://www4.nationalacademies.org/onpi/oped.nsf

Pursuing the Press: Writing and Publishing an Op-Ed
http://www.2020vision.org/press2.cfml

San Jose Mercury News "How to Write for the Opinion Pages"
www.sjmercury.com/opinion/write

Robin Meadows
Meadows (robin@nasw.org), Chair of the Media Committee, writes news tips based on Conservation Biology and research notes for Conservation Biology in Practice

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