Tip Sheet: Purpose of an Op-Ed
Op-ed stands for “opposite the editorial page,” and represents an opinion piece from an author with some expertise on the topic being discussed. The overarching goal of an op-ed is to present a persuasive opinion about a specific topic that is related to one of your areas of expertise. This format of writing is often brief (600-850 words), compelling, and communicates a clear recommendation to the problem being highlighted. Op-eds can appear in a number of outlets, including major news outlets (New York Times, Washington Post), local outlets (Seattle Times, LA Times), and a variety of online spaces (The Thinking Republic, Healthline).
Op-eds provide a perfect opportunity to share your own research findings with a broader audience or to lend your expertise on a specific topic more broadly. When writing op-eds, you can think broadly about your expertise that might include health equity, obesity research, cardiovascular disease, or behavioral health in general. Op-eds should feel synergistic with your own work and serve as a way to broaden your audience and communicate science to the public in clear terms. The keys to this format are presenting a strong argument or opinion and a call to action.
Below are specific tips for both how to write an op-ed and how to pitch an op-ed to editors.
-Own your expertise. Write in a space that highlights and extends from your expertise, but be confident and broad in how you define that space. For instance, if your expertise and research are in nutrition and health equity, you would hold expertise to write in either of those spaces very broadly, not just in the narrow space of the specific research you do. Even more broadly than that, you could write on many topics in health and healthcare as a behavioral health researcher.
-Make sure your op-ed has a news hook and relates to current events. One of the most critical features of an op-ed is that it has to relate to current events and the current news cycle. This can include ongoing issues (like the COVID-19 pandemic, the political environment, women’s reproductive rights) or can be connected to breaking news. You can also link your piece to anniversaries, deaths, dates of legislation being passed, or a host of other significant events. The key here is to stay on top of current events and trends, and then tie your piece to that.
-Make a clear argument. Central to the op-ed is having a clear, to the point argument you are presenting. This can feel very different from academic writing, which encourages us to consider all points and not be as decisive or opinionated. Conversely, op-eds present strong arguments to their readers.
-Support with evidence (ideally 3 pieces of evidence). Support your argument with three main points. Each point should include evidence, such as statistics, news reports, expert quotes, prior research and publication, or first-hand experience. The goal here is to support your argument by pointing out three ways in which it is proven to (likely) be true.
-Include a counter-argument or “to be sure” paragraph. It is always good to acknowledge at least one or two counter arguments to your point so that readers know you are aware of them. You can address and dispel them, dismiss them, or take other approaches, but the key is to acknowledge them in your argument.
-End with a conclusion that has a recommendation or “call to action.” In concluding your argument, provide a clear recommendation or next action step to address the problem you highlight in your op-ed. This can include action steps for whomever your audience is - individual action, policy, corporate action, etc.
-Research other op-eds on the topic and make sure you add a new angle to the conversation. To get published, your op-ed will need to add to the current conversation or bring up a new conversation in the public space. The best way to do this is to see what has already been published on this topic and then see how your own, unique lens can be applied.
-Use plain language/avoid jargon. Op-eds should be written in such a way that the average adult, regardless of their education or background, could easily read them. With that, avoid jargon and acronyms. Speak in simple and direct terms. Make it easy to understand your writing.
-Keep sentences and paragraphs brief. In contrast to most academic writing, op-eds thrive with very brief sentences and very brief paragraphs (sometimes a single sentence to make a point).
-Keep it brief (between 600 and 850 words). The typical op-ed is between 600 and 850 words, with the average being around 750 words. Anything over 950 or so will probably not get published. Check each outlet you target for specific guidelines.
-Get feedback and edits. Just like you would for your academic writing, be sure to get edits and feedback on your writing! Colleagues as well as friends/family can be good sources for feedback on your piece.
-Have fun with it! Op-eds can be a fun and engaging way to communicate your science broadly with an audience.
-Submit early to publications, and if you don’t succeed, try and try again. Publications have different production cycles, so you’ll want to pitch them as early as possible. If your op-ed isn’t accepted, don’t be discouraged. You can try to submit it elsewhere, or can seek feedback to improve your next op-ed.
-Introduce yourself. Provide one or two sentences that explain who you are, your position, and your expertise especially as it relates to the piece (e.g., an expert in diet and nutrition, an expert in behavioral weight loss interventions, etc.).
-Briefly summarize your piece - highlight what makes it unique. Provide one or two sentences that summarizes the main thesis of your piece. Get to the point quickly, and highlight what makes your piece unique and a good addition to the conversation around your topic.
-If relevant, note how your piece will be a fit for the publication you are pitching. When relevant, you can highlight how your piece is a good fit for the publication you are pitching. For instance, this could be a reference as to how your piece connects to and builds off of one of their previously published pieces.
-Track down specific editors and email them, if possible. It is well within the bounds of journalist etiquette to find the contact information of specific editors and email them directly. Often, this can result in much higher hit rates than if you email general op-ed inboxes. Look not just for a contact at the outlet you are pitching but editors who tend to like publishing similar work to your own.
-Follow up if you don’t hear back. If you don’t hear back within 5 to 7 days, follow up. Sometimes the follow up email indicating you will pitch elsewhere if you don’t hear back is exactly what gets you accepted!
-Don’t pitch to multiple outlets at the same time. There is a strong norm that you won’t pitch to multiple outlets at the same time. If you do, and more than one accept it, you will be put in the awkward position of pulling it from one outlet and likely will not be able to publish there again. Instead, wait until you’ve passed a long enough window of time or followed up with the outlet to determine they aren’t going to run your piece, and then pitch it elsewhere.
https://www.theopedproject.org/
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