3 things to consider when pitching op-eds

The decision to write an op-ed shouldn’t be taken lightly.

Opinion pieces can help propel an organization’s mission, but you should invest time, resources and energy into an op-ed only if you have a unique, decisive take on a timely issue in the news.

Here are three things to consider once you decide to move forward:

1. Understand the outlet, and weigh your chances.

Research is a key component of pitching your op-ed.

Knowing the outlet’s publishing schedule and content needs is one place to start. For example, The Hill publishes upward of 25 op-eds per day, and Axios may post 25 in a week. Consider whether a publication pulls opinion pieces from other outlets in its network. For example, USA Today picks up articles from over 100 local papers within their network and are likely to place those op-eds over yours.

Another key aspect is audience. Does your voice and content align with the typical audience the outlet aims to reach? Also ask yourself what type of opinion content they push out. Do they utilize video like NowThis or publish longer form personal essays like HuffPost and Vox?

This can help you come up with creative strategies to make your op-ed stand out.

2. Evaluate your experts and your content.