It’s a smart move—opinion pieces are an effective way to showcase your company’s vision. They’re more concise than a blog and more engaging than a press release.
So, as a communications expert, you’ve been asked to write or commission an opinion piece. Or perhaps your PR agency has come up with a brilliant idea. But where do you start, and what should you avoid? In short, how do you make sure your opinion truly makes an impact?
1. Be Bold, but Share Opinions Responsibly
There are some universal truths we can all agree on: world peace is desirable, everyone deserves a roof over their head, and kindness matters. But an opinion piece that only states the obvious isn’t engaging. To stand out, dare to make a provocative statement. The last thing you want is to be labeled “Captain Obvious” in the opinion sections.
However, while it’s important to be bold, you also need to be responsible. Avoid making reckless statements that could damage your organization’s reputation. Be daring, but ensure your opinion aligns with your company’s core values, keeping in mind that important clients and stakeholders will be reading it too.
2. Stay Close to the News
When significant events unfold, spokespeople rush to interpret the news. Consider a new government coalition agreement—it likely includes many points that could affect your organization’s future. This is a prime opportunity to position your organization on issues that matter to you. With many voices competing for attention, it’s essential to act quickly.
At TEAM LEWIS, we begin each day by scanning online news, print newspapers, trade media, and social media to swiftly seize these opportunities. Having pre-defined messaging on key issues is invaluable, as it forms the foundation for all your content, including opinion pieces. Being prepared helps you stay calm and focused when quick reactions are needed.
3. Support Your Opinion with Sources
“Sources? It’s just my opinion, right?” Well, yes, but your argument becomes much stronger when backed by data. For example, if you’re an IT company arguing that SMEs should invest more in cybersecurity, supporting your point with data on recent cyberattacks adds credibility. Keep an eye on sources like Associated Press, government studies, university research, or other official bodies. You can also use your own organization’s data, but be cautious—relying solely on internal data can sometimes backfire in opinion sections.
4. Consider a Ghostwriter
Many communications experts and thought leaders choose to work with a ghostwriter for opinion pieces, and that’s a smart move. As a thought leader, you may have a groundbreaking opinion but lack the writing expertise to present it effectively. A ghostwriter can offer valuable external perspective and expertise. They will interview you to gather insights, craft the piece in the appropriate tone, and ensure the core messages are included. If you already have a draft, a ghostwriter can refine it to make it more engaging and media-friendly.
It’s important that the person whose name will appear on the piece reviews and approves it. It’s less than ideal if they find their opinion piece published in the Financial Daily without any prior notice.
5. Don’t Limit Yourself to Traditional Media
Seeing your thought leader’s or organization’s name in the newspaper is always thrilling. Thousands of readers will see your carefully crafted words. But don’t stop there—amplify your impact by preparing social media content to share the link to your opinion piece across the CEO’s, thought leader’s and other relevant colleagues’ networks. This helps maximize your story’s reach and demonstrates that your opinion is valued by others.
If your piece doesn’t make it into traditional media, consider publishing it as a LinkedIn post or article on both the company’s and thought leader’s LinkedIn pages. You’ll still achieve valuable exposure.
Writing an Opinion Piece Takes Courage
Thought leaders who boldly express their views through opinion pieces earn respect. In times of intense debate, it’s crucial for organizations to share their perspectives on societal issues, whether it’s the housing crisis, cybersecurity, or the energy transition. This not only demonstrates that your company cares about more than just profits but also highlights its concern for issues impacting your organization, industry, or society at large.
As a communications expert, your role is to identify these opportunities and articulate these opinions, positioning your organization as a thought leader on critical topics that contribute to its growth and well-being.
Excited to share your opinion with the public? Contact our content team today.
