Your Opinion Matters

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A good opinion is a terrible thing to waste — after all, where else can you claim prime media real estate with 750 or so well-chosen words?

Finding a home for your prose, however, isn’t always easy. Space often is tight. Your subject matter might be popular among other aspirants. And news breaks, often making your masterpiece a little less masterful.

Here are a few guidelines to consider when trying to place an opinion piece.

Do Your Homework/Be Realistic

Regular readers of THP’s “The Gong Blog” have heard this over and over. In this case, take some time to determine if the piece is better suited for local or regional play or if it’s ready for prime time – the answer could be either or both. According to Clay Risen, an opinion editor at The New York Times (and expert on whiskey and bourbon; buy his terrific book here), the Times receives several hundred submissions per day. That’s more than 2,000 a week. In other words, the piece will have to really stand out. Bob Rayner, an opinion editor at our local daily, The Richmond Times-Dispatch, said the RTD gets a few dozen pieces aimed directly at its readership, with several hundred more of the email blast variety, which he said never get picked up. Keep in mind that local can lead to national – just a couple weeks ago, a client’s opinion in the Times-Dispatch attracted the eye of a freelancer working on a piece for The New York Times and led to an interview.

Make It Stand Out

For starters, the piece should be exclusive (editors normally like 1-3 days to consider a piece, and Rayner encourages follow-ups to let him know when you want to offer the piece elsewhere). It also should be well-written and fit the parameters of the publication you’re pitching. If asked for 750-800 words, don’t send 2,000 thinking that 1) it’s really, really good, all of it or 2) it’s up to the editors to cut it down. Think of it this way…it’s a great opportunity to control your message (knowing suggested edits still will come from the editors) and make it easier on the editors at the same time. As for the content, Risen advises taking the time to learn the Times’ style. “It wouldn’t hurt to get one of us on the phone to talk through our approach. I am much more willing to take a call or read a submission from someone who has taken the time to make a personal connection with me.” As for Rayner, “We publish exclusive material that is concise, accurate, interesting, well-written and based on facts and clear reasoning. Pretty simple, actually. Rule No. 1: Be original.”

Avoid Mistakes

From the editors themselves:

  • Rayner at the RTD: Don’t confuse me, don’t write cute leads. Don’t think you are my only option on any topic. And never send me a long email!
  • Risen at the Times:
    • Not understanding the outlet. We publish a broad range of pieces, but we put a primacy on unique, newsworthy op-eds…we also have a low tolerance for pieces that promote specific projects or products.
    • Sending multiple pitches, rather than a single, well-crafted, full article.
    • Not personalizing an email. The best way to get my attention is to make it clear that you took the time to write an email specifically to me instead of an impersonal blast.

(Photo by Christopher Stephen.)

Sean Ryan

A former print journalist, Sean joined The Hodges Partnership in 2003 and leads Hodges’ media relations team. He manages media relations strategy and helps place client subject matter experts on CNN, Fox News, MSNBC and more. Sean regularly helps place op-eds in top-tier papers like the New York Times, Washington Post and USA Today.

Read more by Sean

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