Remember that editors want to accept your content. How to get them to yes.
It can be soul-crushing to write what you think is a great op-ed and get only “thanks, but it’s a pass” emails in reply.
Here’s a secret, as an editor who reads submitted bylined pieces every day: We want to accept your op-ed. It makes our jobs easier to have the content. We’re looking for reasons to say yes.
But there are several sticking points that will lead an editor to say no, even if they really need that piece of content.
If you’re finding that you’re getting rejections more often than acceptances, here are a few factors that may be to blame — and how to fix them.
- You pitched the wrong outlet.
This one feels obvious, so let’s set aside the worst spray-and-pray tactics and look at some of the instances where your pitch may feel right but turn out to be wrong.
For instance, pitching the announcement of a new VP hire to a business outlet might seem like the right move. And it might be if you’re pitching the Indianapolis Business Journal — but it’s probably not if you’re pitching the Wall Street Journal. Or pitching the Indianapolis publication might be wrong too if they don’t cover people moves.
Pitches have to be more than just “well, they could conceivably cover this.” Take the time to see if your pitch is a type of story the outlet actually covers.
- You pitched the right outlet, but they’ve already covered that topic to death.
You did your research, and you found the perfect outlet for your story. They definitely cover stories like yours!
In fact, they’ve covered the exact story you’re pitching. Yesterday.
Most outlets won’t like double-dipping on similar topics with similar viewpoints. Yours will need to change to have a shot.
This isn’t a reason to be discouraged, it’s a reason to find a unique angle or spin on your op-ed. Or, if it’s evergreen, to give it a few weeks or months before trying again.
- The piece was too promotional.
The editor isn’t naïve. They understand you’re writing an op-ed because you want publicity. But when you push too far over the line into copy that reads as advertising or PR puffery, their journalistic hackles will raise quickly.
Avoid talking about your proprietary systems or best-in-class doohickeys. Prove yourself through your insights so people will want to see what you do.
- You didn’t say anything.
Thought leadership needs a point of view to be interesting.
If your executive isn’t willing to actually take a position on something, they probably aren’t ready to do thought leadership. Another lukewarm take on how AI will make humans more valuable than ever just isn’t cutting it in 2026. Find an area that’s relevant to your organization, that your leader is passionate about and that they’re willing to defend even if there’s a little pushback.
Remember that the editor likely reads dozens of submitted pieces each week. If yours sounds like all the rest, you won’t be passed on.
Besides having an interesting topic, op-eds also need to be specifically written. Theoretical pieces need to be anchored with relevant, contemporary examples and case studies to bolster the overall argument.
- The timing is off.
We’re not talking about “the best time to send pitches is at 7:24 a.m. on a Tuesday” kinds of timing. We’re talking about the timing that coincides with major events.
Are you trying to send a piece that has to run before the Super Bowl at 3 p.m. the Friday before? That probably isn’t enough time, unless it’s based on a very recent breaking news story. Or are you trying to get coverage of an ad a month after the Super Bowl? You’re probably too late.
You should also take into account the publishing rhythm of the outlet. With print or TV broadcasts playing a much smaller role in many publishers’ world, this may no longer be quite so strict. But some outlets take content on a rolling basis, and some still have hard deadlines. If you’re unsure, ask.
Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.
The post 5 reasons your op-eds keep getting rejected (and how to fix it) appeared first on PR Daily.
