Media Guide to Publishing Your Opinion
Op-Ed Articles: How to Write and Place Them
If you really want to write an op-ed that has impact and effectively engages readers, consider these guidelines to get you started.
Track the news and jump at opportunities.
Timing is essential. As a former New York Times op-ed page editor wrote: "When people like Saddam Hussein and George Bush go on the warpath, op-ed editors don't like to hang around waiting to see what next week's mail will bring. And they can't imagine that people will read an article, no matter how wonderful, that bemoans the perennial budget mess when all anybody can think is: 'Does he have the bomb?'" Authors are most successful when they track the news.
Limit the article to 750 words.
Shorter is even better. Some academic authors insist they need more room to explain their argument. Unfortunately, newspapers have limited space to offer, and editors generally won't take the time to cut a long article down to size.
Make a single point - well.
You cannot solve all of the world's problems in 750 words. Be satisfied with making a single point clearly and persuasively. If you cannot explain your message in a sentence or two, you're trying to cover too much.
Put your main point on top.
You're not writing for Science or The Quarterly Journal of Economics. You have no more than 10 seconds to hook a busy reader, which means you shouldn't "clear your throat" with a witticism or historical aside. Just get to the point and convince the reader that it's worth his or her valuable time to continue.
Tell readers why they should care.
Put yourself in the place of the busy person looking at your article. At the end of every few paragraphs, ask out loud: "So what? Who cares?" You need to answer these questions. Will your suggestions help reduce readers' taxes? Protect them from disease? Make their children happier? Explain why. Appeals to self-interest usually are more effective than abstract punditry.
Offer specific recommendations.
An op-ed is not a news story that simply describes a situation; it is your opinion about how to improve matters. Don't be satisfied, as you might in a classroom, with mere analysis. In an op-ed article you need to offer recommendations. How exactly should North Carolina safeguard its environment, or the White House change its foreign policy? You'll need to do more than call for "more research!" or suggest that opposing parties work out their differences.
Showing is better than discussing.
You may remember the Pentagon's overpriced toilet seat that became a symbol of profligate federal spending. You probably don't recall the total Pentagon budget for that year (or for that matter, for the current year). That's because we humans remember colorful details better than dry facts. When writing an op-ed article, therefore, look for great examples that will bring your argument to life.
Use short sentences and paragraphs.
Look at some stories in your favorite newspapers and count the number of words per sentence. You'll probably find the sentences to be quite short. You should use the same style, relying mainly on simple declarative sentences. Cut long paragraphs into two or more shorter ones.
Don't be afraid of the personal voice.
Academics often avoid first-person exposition in professional journals, which rarely begin with phrases like "You won't believe what I found when I was working in my lab on Research Drive last month." When it comes to op-eds, however, it's good to use the personal voice whenever possible. If you are a physician, describe the plight of one of your patients. If you've worked with poor families in the Triangle, tell their stories to help argue your point.
Avoid jargon.
If a technical detail is not essential to your argument, don't use it. When in doubt, leave it out. Simple language doesn't mean simple thinking; it means you are being considerate of readers who lack your expertise and are sitting half-awake at their breakfast table or computer screen.
Use the active voice.
Don't write: "It is hoped that [or: One would hope that} the government will . . ." Instead, say "I hope the government will . . ." Active voice is nearly always better than passive voice. It's easier to read, and it leaves no doubt about who is doing the hoping, recommending or other action.
Avoid tedious rebuttals.
If you've written your article in response to an earlier piece that made your blood boil, avoid the temptation to prepare a point-by-point rebuttal. It makes you look petty. It's likely that readers didn't see the earlier article and, if they did, they've probably forgotten it. So, just take a deep breath, mention the earlier article once and argue your own case.
Make your ending a winner.
You're probably familiar with the importance of a strong opening paragraph, or "lead," that hooks readers. But when writing for the op-ed page, it's also important to summarize your argument in a strong final paragraph. That's because many casual readers scan the headline, skim the opening column and then read only the final paragraph and byline. In fact, one trick many columnists use is to conclude with a phrase or thought that they used in the opening, thereby closing the circle.
Relax and have fun.
Many authors, particularly academics, approach an op-ed article as an exercise in solemnity. Frankly, they'd improve their chances if they'd lighten up, have some fun and entertain the reader a bit. Newspaper editors despair of weighty articles - known in the trade as "thumb suckers" - and delight in an academic writer who chooses examples from "Entertainment Tonight" as well as from Kierkegaard.
Where to submit the article.
Here's a wild guess: You're hoping to publish your article in The New York Times, with The Washington Post and The Wall Street Journal as backups. Well, welcome to the club. These and other national publications, such as Newsweek and USA Today, receive a staggering number of submissions, the overwhelming majority of which are rejected. You have a better shot at regional newspapers and, especially, at local papers. Successful op-eds have fared best with arguments that are provocative, humorous, personal or unexpected.
(Adapted from an article by David Jarmul, Associate Vice President for News and Communications, Duke University. He was the creator and director of a nationally syndicated op-ed article service at the National Academy of Sciences.)
Op-Ed Opportunities in the SF Bay Area
Besides your traditional letter to the editor, here are some other resources to air your opinions.
THE PRESS DEMOCRAT
Close to Home
Local opinion pieces of no more than 650 words are considered. E-mail to letters@pressdemocrat.com. Editorial Director is Paul Gullixson,
(707) 521-5282.
Voices
Chuck Buxton edits this personal look at current issues through the eyes of local residents. A student writes about the SSU blood drive issue within the context of serving on the student government board and drafting a compromise. A history teacher writes about Barack Obama's speech on race from the viewpoint of teaching about race relations in her classroom. E-mail chuck.buxton@pressdemocrat.com or phone 707-
THE BOHEMIAN
Open Mic
Open Mic is a weekly feature and contributions are welcome. To have a topical essay of 700 words considered for publication write openmic@bohemian.com
SAN FRANCISCO CHRONICLE
See submissions page at http://www.sfgate.com/chronicle/submissions/ for variosy ways to submit material to the San Franscisco Chronicle and its various publications.
One example is:
Insight, a Sunday commentary section, aims to provide a forum for the area's best minds, shake up conventional wisdom and provoke fresh thinking. Have a piece about an issue in the news that's unusual in its approach and uncommonly well-written? Cover articles run from 1,200 to 2,000 words. Other pieces can run up to 900 words. Send them to Insight.
Mad? Outraged? Ready to rant? Have an only-in-the-Bay-Area story? A story that illustrates why the Bay Area is such a great place to live? Tellwhat works. Do you know someone who is tackling a problem or meeting a challenge in a particularly innovative way? Send a 250-word submission to Insight, the Sunday commentary section. Be sure to include a phone number where they can reach you. E-mail Insight@sfchronicle.com.
KQED (88.5 FM)
Perspectives
The potential subject matter for Perspectives is very broad, topics of interest to KQED's regional audience is emphasized. They accept commentary on national and even international topics if the point of view emphasizes regional or personal concerns. However, the programs aired tend to focus on these subjects, so Perspectives are often geared to Northern California issues; state and regional topics are best. Essays on local issues work well if they illustrate larger concerns with which other communities are struggling. Observations on everyday life are frequent topics at Perspectives, especially if they make a broader point about who we are and how we live. Please feel free to contact the editor, Mark Trautwein at mtrautwein@kqed.org, by phone at (415)553-2108. MORE
Forum
Hosted by Michael Krasny, this popular two-hour weekday program airs live at 9 a.m. on KQED (88.5 FM) Krasny presents informed, wide-ranging discussions of local, state, national and international issues as well as in-depth interviews with leaders in politics, science, entertainment and the arts. Listeners are encouraged to call in to participate, and to engage the host and guests. E-mail forum@kqed.org.
