When your cause fails to find a supporting voice from your paper‘€™s editorial page, or if the editors have taken to denouncing your cause, establishing your message and explaining the worthiness of your mission can be done by getting an Op-Ed published. A direct way to combat the message when your side of the story fails to be told is by defending your cause in an Op-Ed.
1. Message
Identify your reasons for writing an Op-Ed. Do you need to raise voter support for legislation? Are you trying to increase awareness of an issue? Understanding the reasons for writing the Op-Ed will help you hone the message and main points you should stress in the text.
2. Audience
Target your audience. Knowing your audience (policy makers, seniors, people that fish, etc.) will help you decide which outlet to target.
3. Outlet Rules
Know where you plan to submit your Op-Ed and the requirements of the outlet. In most cases the outlet will have a limit on word count, usually between 500 and 800 words. Time the submission of your Op-Ed to coordinate with events or dates that stress your message.
4. The Ask
Keep in mind the text limit. Now consider the objective of your Op-Ed. Your piece should provoke discussion, controversy, and response. What do you want your target audience to do?
5. Get it Together
Now with your objectives, target audience and purpose in mind and determine what background information is essential for the readers to understand if they are going to follow your argument. Develop a brief paragraph or two which explains this necessary background information.
6. Aim!
Focus on one issue in your Op-Ed and one clear action. Support your conclusion with three key points. Devote one paragraph to each supporting point. This paragraph breakdown will help maintain your focus and aid in effective organization of the Op-Ed as a unified piece.
7. Focus
Identify and discuss the opposing side to your argument. Counter the opposing arguments with facts and point out other weaknesses in the opposing message. Explain why your position is stronger.
8. Fire!
Your opening line should not make your reader turn the page. Importance should be placed on drawing the reader to the article and making the reader review the entire article. The article should end with a bang, not a yawn. Drive the point home and sum up the argument.
9. Backup Support
Submit your Op-Ed with a letter that provides your contact information and reasons why your article is timely and relevant to readers. Collaborating with a relevant public figure, policymaker, executive director, or advocate may maximize its impact on the audience. You might consider working with a relevant figure.
10. Keep Pushing
Thank the outlet if your piece is run. If your piece is not run, do not give up. Try different angles, different outlets, and different time periods to run your Op-Ed. Keep your information updated with changing events and sentiment.