Week 2: Build Trust and Influence Public Opinion through Op-Eds

TL;DR:  Op-eds keep your message visible when media coverage falls short. They persuade, challenge assumptions, and drive action. If you're an expert or advocate, they boost your credibility.

Op-eds are perhaps the best means of keeping your message in the public spotlight, particularly when mainstream media coverage is difficult to obtain. They offer an opportunity to make a solidly argued case supported by evidence and personal belief. Beyond influencing public opinion, op-eds challenge assumptions and prompt action. Editorials seek to educate, but op-eds campaign. They challenge readers to think critically, think differently, and take a position.

Your voice is authoritative if you're an expert, a leader, or a champion for a cause. An op-ed boosts that voice, making you a trusted voice in driving influential discussions. The toughest step is sometimes getting started. Here, I've outlined practical tips on how to write an op-ed that breaks through the clutter and drives influence. If you want more, drop me an email.

The Power of Op-Eds

Op-eds are not brand promotions. They are about selling ideas, policies, and opinions that require expression. Op-eds influence while news accounts inform. The ideal op-ed makes a stand, presents excellent anecdotes, and well-founded arguments. The mission is not merely to advance an argument but make it impossible to ignore.

The best-written op-ed has the power to reverse public opinion and generate action. A North Side Chicago neighborhood group used op-eds as part of its effort to beat back an elected leader's poorly conceived plan to allow a liquor store in a historic neighborhood building adjacent to a daycare. The group combined fact-based argument with anecdotal evidence, bringing widespread attention to a cause that might otherwise have gone unnoticed. This is the true power of an op-ed. It doesn't just inform us about what is happening. It determines what comes next.

Op-Eds as a Tool for Service

Every op-ed has to be founded on the responsibility to share knowledge for others' sake. Experience is not just a repository of information. Experience makes arguments, turns assumptions upside down, and spurs action. My goal is not personal progress but effective change. A well-reasoned op-ed leaves space for serious consideration, reflection, and ultimately, transformation.

An op-ed should always be serving the reader. Readers can tell when a piece is self-serving or when it is contributing to the public discourse. Well-thought-out, service-driven writing creates trust and increases credibility. Writing clearly and intentionally increases the likelihood of reaching more readers and making lasting impact. It is not about adding to the noise. It is about making a difference.

A compelling op-ed is built on strategy, clarity, and persuasion. It must grab the reader's attention, make a strong argument, and leave a lasting impression. Every word should serve a purpose, reinforcing your message and persuading your audience. Here's how to craft a piece that stands out:

Make One Strong Point

A great op-ed does not try to cover too much at once. Focus on a single, clear argument and support it with strong evidence. Avoid rambling, scattered thoughts, or petty grievances that weaken your message. Each paragraph should build on the previous one, guiding readers toward a well-reasoned conclusion. The best op-eds stay focused, presenting a logical and structured case that holds the reader's attention from start to finish.

Write with Passion

Readers connect with honesty. If you believe in what you are writing, let that conviction show. Passion brings energy to an op-ed, making it more engaging and persuasive. If the topic matters to you, don't hold back. If it doesn't, it will be obvious, and the piece will lose its impact.

A strong op-ed balances logic and emotion. Data, facts, and expert opinions give an argument credibility. Personal investment makes it compelling. The most effective op-eds leave readers thinking, feeling, and ready to act.

Support Your Claims

A solid op-ed is based on credible sources, verifiable facts, and expert opinions. Tainted with poorly sourced information, sensationalism, or misinformation, your argument will fall apart and damage your credibility. Each argument should be backed with solid evidence such that your message is not undone by scrutiny.

One widely used method for evaluating sources is the CRAAP test, a standard tool across academic disciplines for assessing the reliability of information. It was developed in 2004 by Sarah Blakeslee, a librarian at California State University, Chico's Meriam Library, to evaluate sources based on the following criteria:

1. Currency – Is the content current?
2. Relevance – Does it directly apply to your claim?
3. Authority – Is the writer credible and experienced?
4. Accuracy – Do claims have evidence and verifiable sources to back them up?
5. Purpose – Is the source impartial, or is it biased?

Applying these criteria will ensure your op-ed is fact-based rather than guesswork. A well-documented argument is difficult to disregard.

End with a Call to Action

An op-ed written will not only educate or convince, but it must move to action. Leave readers with a clear next step, be it changing their mind, signing a petition, contacting policymakers, or educating themselves. An effective call to action is one that is closely linked to the argument. If the piece exposes a flawed policy, call on readers to speak out. If it reveals a neglected issue, refer them to resources. Slipshod conclusions destroy solid arguments. Help readers comprehend precisely how to turn thinking into action.

Have someone else read your op-ed before submitting it. A different perspective will improve your argument, make your point clear, and excise unnecessary words that dilute your impact. Editors typically cut op-eds for length, so each word needs to be powerful enough to keep your argument intact even if the article is reduced. An edited op-ed has a greater chance of publication and guarantees your argument stays clear and persuasive.

Pitch your audience and message to publications. Carefully read submission guidelines since most publications require exclusivity. You may not submit an op-ed somewhere else before the publication lets you know (directly or by not responding after a prescribed period of time). Posting it on a personal blog or LinkedIn before or simultaneously with submission will likely make it non-consideration material. Emphasize the prescience and timeliness of the op-ed and a valid reason why it is ideally suited for that specific publication.

Maximize Your Network

The scope of an op-ed doesn't end at press time. Publish it wide and far on social media, newsletters, and professional networks outside of the outlet's readership. Get other colleagues and advocates to share it. Repurpose highlights on other platforms, e.g., Twitter threads or LinkedIn posts. Engage in conversations in comments and threads. An well-placed op-ed can continue to create conversations long after the initial drop.

Conclusion: Op-Eds as a Catalyst for Change

Op-eds are an excellent way to get serious conversation started and influence public opinion. Op-eds allow room for experts, lobbyists, and publicists to debate critically, present well-reasoned arguments, and mobilize individuals to action. When pitches won't take off in the press, an op-ed can keep your message fresh and top of mind.

AI-generated image. Not representative of real individuals or events.