Whats Your Op-Ed?

Everyone has an opinion on something, and you can leverage the opinion of top executives to heighten the visibility of your organization. How? By getting them to write so-called op/ed pieces for newspapers.

Of course they'd love to be in the New York Times, but that typically is the purview of the mega-corporation. So, let's start closer to home at our local newspapers.

Here are a few key things you should know in order to write a successful op/ed feature.

* Check your local newspaper's website to learn about their op/ed policy

* Tackle a subject currently getting coverage. This improves your chances of getting the piece published

* Include a short bio, and your contact information at the end of the piece. Also, have a head and shoulders photo available

* Focus on a single issue or idea

* Don't waffle: take a strong stance

* State your conclusion first and then support it with your strongest points in descending order, building to a compelling conclusion

* State your opinion at the outset and support it with facts from other authorities, and solid first- or third-party research

* Write tight. Remember, this is a newspaper piece, not War & Peace. A piece of 750 - 1,000 words has the best chance of appearing in print

* Don't use jargon

* Don't commit an act of literature. Limit adjectives and adverbs as well as flowery language

* Use a personal and conversational approach

* Write in active voice

* Be controversial, but reasonable

* Summarize and state your call to action

* Publish. Repeat

Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.

In The News:

Winners Announced for Top Places to Work in PR  PR News - For Smart Communicators
PR Lessons from a Bizarre Friday in July  PR News - For Smart Communicators

How to Get More Mileage Out of Your Media Coverage

Maybe it played for Kevin Costner in "Field of Dreams,"... Read More

Dealing With Reporters in Your Small Business

It behooves you to know and remember the names of... Read More

How PR Makes a Managers Life Easier

Things are pleasant for many business, non-profit or association managers... Read More

7 Tips to Get More Mileage Out of Your Online or Offline Publicity

You worked hard to get a story on your business... Read More

Public Relations ? Defining Your Organization from the Inside Out

What do your customers say about your company?Would you let... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on... Read More

How To Write A Killer Press Release

One of the primary tools still used by PR professionals... Read More

Marketing-Minded Financial Planners, Make Your Web Site a Resource for the Media

Reporters, by nature, are curious people.If you can get them... Read More

24 Killer Press Release Secrets

1. Your press release should sound like news, not an... Read More

Financial Planners, Follow These Guidelines to Get Free Publicity

Be a ResourceThe media people that are likely to want... Read More

Public Relations Strategies: Announcing News on a Press Tour

Gaining news coverage on a successful press tour requires planning,... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

TV Reporter Shares the Secrets to Getting Covered on the News

Do you have a great idea for a story, but... Read More

PR: Time For a New Playbook?

When your public relations results pretty much depend on whether... Read More

PR: Room at the Bottom?

When special events and communications tactics rule the PR roost... Read More

Generating Publicity For Your Business: Knowing Your Media Market Is Critical

When starting a successful business venture or launching a new... Read More

A PR Question For Chinese Managers

As the practice of public relations in China continues to... Read More

Two Donts for Financial Planners Seeking Free Publicity

Many of my clients have had the misguided perception that... Read More

Why Managers Need the PR Advantage

Where is there a business, non-profit or association manager who... Read More

5 Critical Tests Every Press Release Must Pass

You've heard "them" say it, haven't you?By "them" I mean... Read More

Something New For Managers?

A new public relations blueprint could be a good idea... Read More

Get PR Off the Bench

Something that results in your most important outside audiences doing... Read More

Public Relations Going O.K?

Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More

Culture As A Barrier To Communication

Each of us is exposed to people from other cultures... Read More