Why write an opinion piece or a letter?
A press release isn't always the answer. Academics should embrace the opinion piece (and the shorter, faster letter).
Letters
Typically you write a letter in response to events in the news and to specific articles in the newspapers the same days; they should be punchy, short and entertaining, and will get the Queen Mary, University of London name, potentially your research project, and your name in front of people. In the FT, your letter is digitally linked at the bottom of the article you are responding to.
Opinion pieces
Strong opinions from pundits and commentators work. They spark debate, drive web traffic, promote institutions and individual reputations, and boost advertising revenue. With scope to reach millions, a great comment piece can rile or entertain; as well as acting as an agent for change, informing public discussion and policy.
This is where academics can position themselves out as thought leaders, sharing their research and analysis to change perceptions and set the agenda. Comment writing is also a tried and tested profile-raising tool for you, your institute or school, and the University.
Top tips
Ultimately, opinion should get people chewing the fat, challenge beliefs and elicit emotional responses. The following tips are intended to help you develop and refine your comment style:
- Don’t sit on the fence – editors and readers want opinion not information
- Entertain as well as inform – keep readers gripped from start to finish
- Say something that hasn’t been said numerous times before
- Have a timely news ‘hook’ to connect your piece to
- Include a handful of key points
- Write in natural, conversational style, in the first-person
- Use a concise, snappy headline
- Open with a bold statement that sets out your position
- Close with a point that leaves readers pondering
- Back up your arguments with research – facts and statistics
- Avoid overt self-promotion within the piece – it’s an editorial ‘no no’
- Research the styles of established commentators
- Be succinct – 800-1,000 words at most
- Divide your content with sub-headings and add hyper links
Pitching your opinion piece
Demand for clear and engaging academic opinion is high among national news outlets, but it can also be a competitive arena.
Commissioning editors know their readers’ tastes and whether your comment piece would work for them, they may also have an angle they want to explore. So initially just send them a few sentences, outlining the idea and why their readers would have an appetite for it, and let the editor advise what they want to see you cover.
We have our own Experts Blog on the Queen Mary website – a smorgasbord of views and analysis from our academics, and a potential gateway to mainstream media commissions, and as well as mainstream media you could try The Conversation which is a charity dedicated to promoting academic views. You can access their free, on-demand training for pitching to them and writing articles (and longer form articles) here. This is relevant even if you're writing for another organisation!
How we can help
And before you commit 1,000 words to paper, do reach out to the Comms team who can advise and support. We can help to distill your comment piece idea, provide editorial support and advise which media outlet to approach, and how, to secure publication.