By Brian Muys
Associate Vice President of Public Relations at APUS
Online Career Tips Guest Contributor
Even though we are now a few months removed from the presidential election, the memory of being barraged with campaign signs, posters and flyers still lingers. During this time, it was virtually impossible to turn on the TV or radio, let alone answer your phone, without seeing or hearing back-to-back campaign commercials or political pundits wax on about the latest campaign scuttlebutt. As one who can more readily distinguish between fact and mere propaganda, I tuned out these mean-spirited, misleading messages long ago.
In many ways, thought leadership programs mirror political campaigns—and face many of the same challenges. A political campaign essentially markets candidates and their platforms to win votes. A thought leadership program, in turn, promotes an organization to help increase awareness and provide a call to action. Both strive to validate and deliver their messages to targeted constituencies. And, much like political campaigns, thought leadership programs continually seek ways to break through the message overload.
One tool that works particularly well is the tried-and-true op-ed which, when properly crafted, provides credible visibility for an organization’s spokesperson and his or her message. It’s also a great way to selectively target the well-informed decision-makers and stakeholders who frequent the editorial pages. Publishing an op-ed offers a rare chance to gain virtually unfiltered exposure. Plus, it allows your message to reach audiences at no expense, unlike costly ad buys.
But considering the amount of material editorial page editors wade through on a daily basis, getting an op-ed published requires some foresight. In fact, there is fierce competition for op-ed space, especially in the national outlets. Here are a few tips to increase your chances of securing a meaningful, on-message placement:
- Tie your op-ed to breaking news or an emerging, provocative issue. The best opportunities for thought leadership occur when an organization can get in front of an emerging issue that is bound to be discussed for the foreseeable future.
- Make sure the published spokesperson is qualified and knowledgeable enough to take a focused, decisive stand. Be prepared for opposing viewpoints and have a plan in place to help decide how and when to respond, if at all.
- Be sure the perspective is on-message and reflects the organization’s larger strategic communications and marketing goals.
- Most large market newspapers will only accept exclusive op-eds. But check on the policies of local publications. It may be possible to send the same piece to non-competing local papers in separate regions.
- Consider condensing the op-ed in a letter-to-the-editor if initial response is limited.
About the Author:
Brian Muys is associate vice president of public relations for American Public University System. He has nearly 30 years of experience in developing and implementing earned/social media relations, corporate and internal communications programs for public and private organizations. He received an English degree from Dickinson College and an MS in Communications from the American University Kogod School of Business.
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