How to Write an Op-Ed That Gets Published
An op-ed that gets published makes one clear argument, ties it to a current issue, draws on the author's real expertise and evidence, and is written for the publication's readers rather than the author's organisation.
An op-ed that gets published makes one clear argument, connects it to a current issue, draws on the author's genuine expertise and evidence, and is written for the publication's readers rather than as promotion for the author's organisation. It follows the publication's length and submission guidelines and arrives while the topic is still relevant.
For founders, professionals and leaders in Ghana, opinion articles are one of the most effective ways to build credibility on a subject, and an important part of a thought leadership programme.
Choose one argument
An op-ed argues for something. State it in a sentence: "Ghanaian film releases need marketing budgets planned during production." If you cannot state the argument in a sentence, the piece is not ready.
Connect it to something current
Editors publish opinion that relates to what readers are already thinking about: a policy debate, an industry development, a public event or a trend. Explain why the argument matters now.
Write from real expertise
The author should have direct knowledge of the subject. Readers and editors value perspectives grounded in experience: what the author has seen, done or learned. Use examples you can substantiate and clients have agreed may be discussed.
Support the argument with evidence
Use facts, examples and, where available, data from credible sources with clear attribution. Acknowledge the strongest counter-argument and respond to it. This makes the piece more persuasive and more trustworthy.
Structure it simply
- Opening: the argument or a striking example that leads to it
- Context: why the issue matters now
- Evidence: two or three points supporting the argument
- Counter-argument: the strongest objection and your response
- Recommendation: what should happen, and who should do it
- Close: a memorable final point that returns to the argument
Write for the reader
Avoid jargon, internal language and promotion. The piece should be useful to a reader who will never buy from the author. A single mention of the author's role in the byline is usually enough.
Follow the publication's guidelines
Check length, format, exclusivity requirements and how to submit. Many publications want pieces not published elsewhere. Write a short note to the editor explaining the argument, why it matters now and why the author is qualified.
Prepare the author's details
Provide a short biography, a photograph and contact details. Make sure the author's title and organisation name are stated correctly.
Share it after publication
Once published, share the article on the author's and organisation's channels, link to it from the organisation's website and add it to a press page. It can also form the basis of talks and further content; see how to repurpose one piece of content across channels.
An example
Our founder's article why Ghanaian films need a marketing strategy from the start follows this approach: one argument, evidence from named sources, honesty about the limits of what marketing can achieve, and a practical set of recommendations.
Related reading: how to pitch a story to journalists in Ghana and our complete guide to PR in Ghana.
PR369's Strategic Communications and PR service helps leaders develop and place opinion articles. Email info@pr369.com with the author, the subject and the argument you want to make. We will begin with a strategy conversation.
