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Writing an Opinion-Editorial (Op-Ed)

You may choose to write an opinion editorial, or op-ed, and submit it to a local newspaper to strengthen your media outreach campaign around the Silent Treatment series.  The op-ed is a powerful vehicle to express your opinion on issues related to addiction prevention, treatment and recovery in your community.  Op-eds are more effective than a letter to the editor because the length allows greater detail and content control.  You might use an op-ed to:

• Applaud a new program that advances your mission and goals.

• Respond to published reports released on addiction rates in cities, and comment on why your city is or is not on the list.

• Recognize national observances, such as National Recovery Month or National Addiction Counselor Day, and highlight how your organization’s efforts are helping reach the goals behind these celebrations or events (see Getting Started with Promotions).

• Recommend or support a public policy or a proposed initiative that you believe will have a positive impact.

Op-ed Questions – Prior to writing an op-ed, answer the following list of questions to ensure that you make the necessary points for an effective piece.

• What is the main opinion or argument you hope to express?

• How does it fit with the messages in the strategic communications plan?

• What is the problem in the community that your organization is solving?

• How does your organization help to solve this problem?

• Describe your organization.  How does it work?

• Why wasn’t the problem solved before?  What was the obstacle?

• Is there a villain in the story?

• Is there an individual or program you can point to as leading the way?

• What is the cost of the solution you propose?

• How can you “paint a picture” in someone’s mind through your words?

• Which community leaders, groups or people in the community agree with you?  Why?

• Which community leaders, groups or people in the community disagree with you?  Why?

• What is the urgency?

• Who does this affect?

• What is the history of this story?  What has been done before? What was the process to get to this point?  Was there a cliffhanger or suspenseful event?

• Are the correlating facts that can support the story and strengthen your case?

• What happens next?

General Op-ed Rules – While the op-ed is a great way to express your views on specific issues, there are a few guiding principles when it comes to placing one.

• Generally, op-eds are 800 words or less in length.  Before writing an op-ed, contact the op-ed page editor of your local paper for submission policies and guidelines, or check the op-ed page.

• Submit a timely piece. It should relate to something in the news.

• Develop an outline. It will help you stay focused and act as a reminder to cover key points.

• Have an opinion and state it forcefully. An op-ed should argue a point, and the point being made should be stated clearly up front.  There needs to be a compelling “hook” to generate interest in the op-ed and demonstrate its relevance to the readers and the community.

• Make your case from the top down. Begin with the premise of your opinion and then back up your opinion with facts. Don’t present the facts first and save your opinion for the conclusion.

• Support your case with facts and local statistics. Attribute your facts to a credible source, e.g. the Surgeon General or the Substance Abuse and Mental Health Services Administration.

• Speak to your target audience using language that everyone can understand. Don’t use jargon.

• Keep sentences and paragraphs short.

• Offer specific recommendations to address the issues you raise.

• Identify yourself.  At the end of your op-ed, include, in italics, your full name, daytime telephone number, e-mail address, and a brief description of who you are and what you do that makes you an expert on the subject.