How to stand out in crowded inboxes.
Liz McGee is director of communications and corporate affairs at PwC.
An op-ed is a powerful tool for influence and thought leadership. But it’s also one of the most difficult types of earned media placements to secure – now, more than ever.
Getting an op-ed placed today feels harder than it used to be because it is. For the past five years, newsrooms around the U.S. have been shrinking or even eliminating editorial and opinion content. That means fewer slots overall, and higher competition for them.
If you’re advising a leader, executive or client who wants to place a bylined piece, here are the five rules that consistently separate op-eds that land from those that get ignored in today’s news landscape.
Rule 1: Have a real opinion, not brand journalism
The hard truth is that 90% of pieces that clients and leaders think should be an op-ed should actually be a corporate blog post or LinkedIn newsletter. Opinion editors are simply not interested in a gentle thought piece or a soft sell. They want a real opinion: something bold that is going to spark engagement.
This is the most difficult rule of placing op-eds, because it requires both executives and PR pros to flex different muscles. We’re trained to help our clients avoid controversy. But an op-ed requires a willingness to invite debate.
An easy litmus test: Would any reasonable person strongly disagree with any line in this piece? If the answer is no, it’s not publishable.
Rule 2: Be the first
Even the boldest opinion won’t break through in this media environment if it echoes what other thought leaders have already said. Scan existing commentary on your topic and identify the prevailing narrative. Then ask: Is your leader bringing a fresh perspective, an overlooked data point, a contrarian conclusion? If yes, that’s your hook. If not, scrap or reshape the idea until it offers something distinctive.
Rule 3: Factor in lead time
One of the least understood realities of op-ed placement: It often takes time. Unlike a news story, which can run within hours, an op-ed may be slotted weeks ahead. Some outlets schedule opinion content on a recurring calendar; others wait for thematic alignment or editorial capacity.
If your piece ties to a timely event (policy change, breaking news, a trend), pitch it immediately, before you have a perfect draft. Editors sometimes decide quickly when something matters. If it’s an evergreen piece, anticipate delay, plan your internal calendar accordingly and set realistic expectations with your client.
Treat timing as part of the strategy, not an afterthought. That’s how you avoid pitching a summer graduation op-ed in June or a tax-policy piece just after the filing deadline.
Rule 4: Back opinion with evidence
It sounds obvious, but a good opinion needs to be supported. That means building your argument on data and research. Ideally, you’d use your client’s own research, plus credible, recent third-party sources. Link to them in your piece and highlight them in your pitch. An op-ed grounded in evidence makes your pitch more appealing to editors. And bonus points if you can incorporate newsworthy, timely statistics like employment numbers or other economic releases.
Rule 5: Publication is the beginning — not the finish line
Landing the op-ed is just step one. If you treat it as the destination, you’re leaving value on the table. Instead, treat it as a springboard for additional media engagement.
Once the piece publishes, amplify. Share it on social channels. Offer your leader as a guest for podcasts, panels or broadcast commentary. Use the op-ed as a call to action for deeper discussions. Follow-up content — lessons, reflections, deeper dives — can extend its shelf life and build ongoing authority.
Built right, one op-ed can become a multi-touchpoint campaign — the kind of earned media that shifts reputation, not just racks up placements.
Your op-ed readiness checklist
Before you pitch an op-ed, run through this quick gut-check. If you hesitate on any of these, it’s worth revisiting the idea before hitting “send.”
- Does this piece express a strong, debatable opinion — not just a point of view that feels safe? If it wouldn’t spark disagreement from a thoughtful reader, it’s probably not opinion yet.
- Is the angle genuinely distinct from what others are saying right now? If you’ve seen five versions of this same idea already, editors probably have too.
- Have you built in enough lead time for the outlet and the news cycle? Is this still timely or does it feel late? Are you asking for a June placement in late May?
- Is the argument supported by credible data, research or external reporting? Editors want to see proof.
- Do you have a post-publication plan? If the op-ed lands tomorrow, are you ready to amplify it through social, podcasts or broadcast? Or does it quietly go live and disappear? This should be baked before you start pitching.
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