How To Write
An Op-Ed

What You're Going To Learn

In this post, you’re going to learn how to write an op-ed in 2024.

At Pinkston, we help develop, edit and place hundreds of op-eds a year for thought leaders, CEOs, politicians, professors and other experts in national publications ranging from The Wall Street Journal to The Washington Post and USA Today and more.

In this guide, we’ll be discussing what makes a successful op-ed and how you can improve your chances of getting yours published. It includes:

• Real-life examples
• Actionable, practical strategies
• Downloadable op-ed guide
• Lots more

So, if you want to have a better chance of getting your op-ed published in top-tier publications, then this guide is for you.

Let’s start with the basics:

Contents

What is an Op-ed?

An op-ed is a short essay that expresses the opinion of an author on a particular subject.

The term “op-ed” comes from an opinion page created by the New York Times in 1970, which meant, literally, “opposite the editorial page.” The term stuck, and today, op-eds are found everywhere from print publications to online media.

Why Write an Op-Ed in 2024?

Are op-eds even a viable form of communication in a time when the traditional media landscape is shifting?

In short: yes, if you do it correctly.

Writing an op-ed is an opportunity for you to write about the issues you care about or introduce an idea to new audiences. It’s also a chance for you to tell your story on your terms. In today’s increasingly fast-paced reporting environment, it’s often hard to make your voice heard through social media or television appearances alone. With an op-ed, you can craft a piece that will present your truth in an unfiltered medium and make a lasting impact on your audience.

Op-eds establish you as a respected voice in your field and open the door to new opportunities. As a matter of fact, successful op-ed writers have gone on to gain speaking, hosting and panelist invitations, book deals and other opportunities.

Some people think writing an op-ed is just preaching to the choir. But a 2018 study by Yale and the Cato Institute showed that op-eds have a strong and lasting effect on people’s positions and can actually change their perspective on an issue – not just in the short term, but in the long term.

In the study, researchers split 3,500 people into two groups—a control group who did not read any op-eds but were asked about their positions on specific op-ed issues; and treatment groups of those who read op-eds from the NYT, WSJ, Newsweek and USA Today on various topics, like climate change and federal spending. Sixty-five to seventy percent of readers said they agreed with the author of the op-ed they read. Only 50% of the control group agreed with the author’s point.

The effect is not restricted to an uneducated audience, but it also goes for key opinion leaders. The study was also performed with a group of 2,000 “elite readers”: professors, politicians, journalists, thank, bankers and congressional staffers. The results were the same.

Writing Your Op-Ed

STEP 1:
CHOOSE YOUR TOPIC FIRST; KNOW YOUR AUDIENCE

Before you start writing, you should identify your ideal publication and who the typical readers are for that publication.

Your piece might not end up in that specific publication, but it’s a good way to determine what the tone of the writing should be.

For example, if you’re writing for USA Today, you’ll be writing for a more general audience – anyone from a stay-at-home parent to a business traveler in a hotel.

If you want your piece to appear in The Washington Post, consider writing for politically-minded readers.

For the Wall Street Journal, your readers will probably be people well-versed in business and finance.

Read the outlets where you would like your op-ed to be published so you can get a sense of what topics they publish and what kind of writing they like.

STEP 2: MAKE IT CURRENT

Track the news for the topics that matter to you and think about tying your op-ed to something that’s happening in current events – for example, a political event, a study that’s just been released, or a change in the markets.

Besides news-of-the-day angles, you can also tie a piece to big-picture topics or challenges that are relevant to a modern audience – like taxes, retirement, or health care.

Remember that the news moves fast. If your op-ed is referencing something coming up – like a holiday or an election – try to write the piece as early as possible, before a publication’s slots on that topic fill up.

If you’re writing about something that has just happened, you’ll want to write and submit it as soon as possible – ideally within hours of an event’s occurrence. The ideal time to publish a piece about something that just happened is the day after the event.

In reality, your op-ed should fall into one of these three categories. Your title, or headline, should state this topic upfront so the reader knows exactly what to expect.

Topic	Example
A recent or upcoming event	“Putin Will Emerge Stronger From Yevgeny Prigozhin's Death” (Newsweek)
A new or provocative take on a commonly discussed topic	“Community college over the Ivy League? Here’s why it makes sense.” (USA Today)
A neglected topic that needs to be talked about	“Why haven’t we made it safer to breathe in classrooms?” (The New York Times)

STEP 3:
WRITE ABOUT WHAT YOU KNOW AND HAVE AN OPINION

It’s important to pick a topic you’re passionate about – if you care about what you’re writing about, your readers will too.

This topic can be something related to your work, but it could also be something you came across in your day-to-day life. If you’re writing as a representative of a company or organization, think about the issues that might help strengthen that organization’s profile.

Next, think about what take on that topic might catch a reader’s eye.

This could be a provocative or unexpected view on a current issue, a solution to a problem or challenge people face, or a new thought on a neglected subject.

If it’s a news headline, what is your unique take on it? If it’s a more general topic, think about why this issue is relevant to people right now.

Regardless of your take on a topic, your piece should always have an opinion or an argument. An op-ed is not simply an educational or explanatory literature.

Remember that it’s okay to use the first-person “I” voice in an op-ed.

Here are some examples of op-ed topics:

• Carbon offsets are not enough. Leaders need to change the way we work to address climate change. (Fast Company)
• The Great Reshuffle is over. Welcome to the Big Stay. (Fortune)
• Why this modified pig heart transplant is a huge deal. (CNN)
• Nuclear power could save air quality. At what cost to the water? (LA Times)

THE WRITING BASICS

LENGTH	600-800 words.
PARAGRAPHS	Fewer than four sentences each. A few one-sentence paragraphs can also be effective.
SENTENCES	Use mainly short, declarative sentences. Avoid complex sentences with multiple commas. Use active voice, not passive voice.
LANGUAGE	Simple. No technical or academic jargon unless it is for a trade publication. Ask: Can this be understood if someone’s reading this quickly on their phone? For style, stick with the AP and Chicago style formats. These are formats specifically geared towards publishing news and media articles, and they will help you craft a voice that best speaks into the current cultural moment.
STATISTICS	Include several of them. Use reputable sources and track down the original source. Always hyperlink your sources.

Op-Ed Structure

Op-eds don’t have to follow the same structure or pattern, but generally, this is a good road map to follow:

STEP ONE: THE LEDE

The lede, also known as a hook, is the opening sentence of your op-ed. It is what will hook your reader and should describe the event, situation or issue that prompted you to write your op-ed in the first place.

This can be a recent headline, a new statistic, a surprising fact, or a personal story or observation. You’ll want to keep this in the first paragraph.

Your lede could be:

• Something that just happened, is happening or is coming up in current events. For example: "After the U.S. Supreme Court’s ruling that a Colorado web developer may refuse to create wedding websites for same-sex couples, the implications of the decision are becoming clear." (AdAge)
• Recently-released research, for example, "A recent study by the Pew Research Center suggests that the content of Dr. Martin Luther King Jr.’s seismic “I Have a Dream” speech is fading in Americans’ collective memory.” (USA Today)
• A generally relevant topic that people should take note of.
• A persona story or observation that’s relevant to your argument.

To read more examples of successful ledes, download our “How to Write an Op-Ed” guide.

STEP TWO: THE FIRST PARAGRAPH

Next, you’ll want to state your particular argument or opinion on this hook, and why it’s relevant to a reader. This should immediately follow the hook, and should be conveyed in one to two sentences within the first or second paragraph.

This op-ed, written by a physician about the opioid crisis, uses a storytelling tactic, setting the scene with strong details.

In this op-ed, the author uses a statistic to establish authority, then tells you upfront what she’s going to talk about.

STEP THREE: SUPPORT YOUR OPINION

The middle, or body, of your op-ed is the part where you convince a reader why your argument or opinion is valid. This will take up the bulk of your piece and you should aim for 3-6 short paragraphs between your introduction and conclusion.

Each individual paragraph should be its own point and can utilize one of these example types.

You should always use specific examples to support your claims.
These examples could be:

• Statistics (like results from research or surveys)
• Personal stories or anecdotes
• A story about a person affected by the issue
• Problems caused by the status quo
• Details about the solution you’re proposing
• Bullet points or a list, if you are offering multiple solutions

Note how the author, who is arguing for the urgency of teaching students more dynamically about the Holocaust, establishes his authority by citing a reputable source.

STEP FOUR: CONCLUSION

In your last paragraph or last two paragraphs, remind readers why this issue should matter to them.

Your conclusion is an opportunity for you to really drive home your point and leave the reader with something that they can walk away with. There’s a good chance that your last words will be the one that your reader remembers, so use them to their full potential.

You conclusion can include a recap of a solution you’re proposing, provide advice or a recommendation.

Here are some real-life examples of all three potential endings:

• A recap of the solution you’re proposing: “As the number of Holocaust survivors and citizens of the world who lived through World War II dwindles, it is through stories, objects and memories that the Jewish people’s legacy lives on. Survivors like me need to know that our experiences have meaning and that our community cares about what becomes of us. To make sure atrocities such as the Holocaust never happen again, we need to keep these stories alive.”(LA Times)
• Advice or a recommendation: “Hot spot policing works. Focusing surveillance and resources on the small group of individuals who commit most of the violence works. Employing street outreach workers to engage with these individuals also works, when properly implemented. The best time to redouble these strategies is when violence is already on the decline, giving the police and community groups more time to be proactive.” (USA Today)
• A call to action: “Anyone in either party who aspires to national leadership must resist these teachers unions and do what’s right—fight for families’ right to self-determination, especially for poor children trapped in failing schools. In Pennsylvania, we will never give up on this battle.” (The Wall Street Journal)

STEP 5: REVIEW YOUR OP-ED

Besides checking for spelling, grammar and length, review your op-ed to make sure it’s clear and concise. The best way to do this is to ask someone who isn’t an expert in your topic to read it. Does it make sense to them? Are there areas that need more clarity? Another great way to review a piece of writing is to read it out loud. Often, our brains overlook errors when we are reading silently; when we read something out loud, we can more easily catch errors or sentences that need adjustments.

Wrap Up

Remember, when you’re writing an op-ed, have these three important things:

1. Relevant topic
2. Your own opinion
3. Evidence to back it up.

This is the start to crafting a well-written, interesting op-ed that will catch the eye of editors and readers alike.

Op-eds are a way to communicate your individual voice, personality and opinion. They are an opportunity for you to write about issues you care about, tell a personal story or introduce a provocative idea to new audiences. Despite changes in media, op-eds are still published by most major publications, and they continue to be one of the best tools for thought leadership today.