By Heather C. Conover
Conover + Company Communications
Opinion-editorials, or op-eds, are a useful tool for a company, institution, or non-profit that is an authority on a particular topic. Not only do op-eds have significant prestige attached to them, but authors are also assured t hat their opinions will be expressed in their own words.
He who hesitates...
Although generally easier to place than a news release, major newspapers receive 100 + op-ed submissions from CEOs, politicians, religious and academic leaders, and others on a daily basis. Thus, it's important to submit an op-ed the moment a news item breaks. Daily newspapers have the shortest deadlines, while weekly and monthly publications allow more time for submission.
Many companies will write several general op-eds in advance on topics in which they have specific expertise. They hold these until an issue or news item makes the op-ed a timely piece. The op-ed can then easily and quickly be adapted to reference the current situation.
Target
Send your op-ed piece to only one publication as you risk any future relationship with an editor should your piece be published in more than one publication- especially if they are rival publications. You can always rework the op-ed piece and send it to another publication later when another relevant news item appears. Look at a publication's readership to determine which local, regional, or national publications are the best targets for your op-ed piece. This entails not only identifying publications that will be most likely to utilize your op-ed piece, but also those that reach your organization's target audiences. Should your op-ed piece get published in a local paper and you want to be sure all your target audiences have seen it, you can have the op-ed reprinted and send it to customers with a personal letter, put it in your sales kits, and distribute it to employees.
Keep it short
Op-ed pieces should be short and concise, usually 400 - 800 words. Many publications print their requirements on their web sites. If not, call the op-ed editor to find out the length requirements. If you write a piece that is too long, the editor is apt to cut it, perhaps, leaving out portions that you feel were your most critical points. If you're not a strong writer, have someone who is craft the op-ed piece for you.
To fax or not to fax
Individual preferences should be followed to improve the chances of your op-ed being seen quickly and considered for publication. You don't want to lose out because you haven't bothered to find out that the editor prefers to receive the op-ed via fax rather than e-mail.
Op-Ed Contacts:
Boston Globe
Marjorie Pritchard, Opinion Page Editor
E-mail: m_pritchard@globe.com
Fax: 617-929-2098
Boston Herald
Shelly Cohen, Opinion Page Editor
E-mail: letterstoeditor@bostonherald.com
Fax: 617-542-1315
Mass High Tech
Dyke Hendrickson, Editor
E-mail: DHendrickson@masshightech.com
Fax: 617-242-9373
Boston Business Journal
George Donnelly, Editor
E-mail: gdonnelly@bizjournals.com
Fax: 617-330-1016
Summer 2002 -Volume 12, Number 3