Why (and How) Publish an Op-Ed in the Media?

Thought Leadership & Expert Opinion Strategy for Maximum Media Visibility

Publishing an op-ed (expert opinion piece) is not reserved for large corporations or public figures. It is a powerful and accessible opportunity for any organization seeking to make its voice heard, showcase its expertise, and position itself on a strategic issue.
The key is to follow the right editorial best practices.

1. Expert Op-Ed: Definition

An op-ed, also called an expert opinion article is a signed, argumentative text published in a media outlet. It allows a professional or organizational representative to:

• Express an informed point of view on current events or sector-specific issues,

• Share industry expertise or strategic insights,

• Strengthen the credibility and legitimacy of the organization within its market.

Key takeaway: An op-ed is not an advertisement. It represents a human voice, not just a brand.

2. Why Should Companies Publish an Op-Ed?

The strategic benefits are significant:

• Position as a thought leader in your market,

• Increase editorial visibility in a competitive media landscape,

• Boost credibility with journalists, partners, and clients.

An op-ed is always signed by a real person, CEO, expert, or business leader – and reflects the organization’s positioning and reputation.

3. How to Write an Effective Op-Ed for the Media

a) Focus on editorial quality

• Structure the article with a strong hook, clear argumentation, and a sharp conclusion,

• Adapt the tone to the targeted media (general press, business media, or niche publication),

• Avoid promotional or overly commercial content.

b) Publish at the right time

• Lead times vary depending on the type of media (daily, monthly, or online outlet),

• Prioritize evergreen content while aligning with strong current trends.

c) Select the right author

• Recognized expertise and a clear, relevant job title,

• Ability to embody the organization’s voice with authority.

4. Common Mistakes to Avoid

Sending the same text to every media outlet
- Prefer a tailored and personalized approach for each editorial team.

Using the wrong media channel
- Target outlets that are most relevant for your audience and objectives.

Not leveraging the publication afterward
- Actively share the op-ed on your social media, newsletters, and website, always including the original media link.

Conclusion

Publishing an op-ed is a strategic communication tool that goes beyond visibility. It builds thought leadership, credibility, and long-term reputation for any organization.
With the right timing, author, and editorial approach, your expert voice can stand out and shape the conversation in your industry.