In today’s crowded media environment, breaking through the noise is more challenging than ever. One of the most powerful yet underused tools in a public relations (PR) professional’s arsenal is the op-ed.
Short for “opposite the editorial page,” op-eds allow organizations, thought leaders, and experts to share their viewpoints, shape public discourse, and influence policy decisions. But beyond crafting a compelling argument, timing is everything. A well-timed op-ed can turn a moment into a movement, sway public opinion, and drive media attention when it matters most.
What Is an Op-Ed?
An op-ed is a written piece published in newspapers, magazines, or online platforms that expresses an individual’s opinion on a current issue. Unlike traditional news articles, which strive for objectivity, op-eds are inherently subjective.
They’re typically authored by someone not affiliated with the media outlet—such as an academic, executive, nonprofit leader, or advocate—and are designed to persuade readers, provide new insight, or call for action.
Op-eds are particularly powerful because they lend legitimacy to the author’s perspective. When a credible platform like The New York Times, Washington Post, or a regional publication gives space to a viewpoint, it signals the issue’s importance to the broader public.
Why Timing Matters in PR
The content of an op-ed must be strong, but its timing is equally critical. A well-placed argument at the right time can resonate more deeply with readers, catch the attention of policymakers, and drive viral engagement.
In PR, timing refers to aligning the publication of an op-ed with external events or moments that make it more newsworthy. These include:
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Current events or breaking news
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Legislation or policy decisions
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Public debates or trending conversations
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Anniversaries or awareness months
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Personal or organizational milestones
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Crises or scandals affecting the industry
For instance, an op-ed about mental health policy is more likely to gain traction during Mental Health Awareness Month. A tech leader writing about AI ethics will have greater impact if it coincides with a government hearing or high-profile data breach.
Crafting a Compelling Op-Ed
Before exploring timing strategies, it’s important to understand what makes a good op-ed. Editors look for pieces that are:
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Timely: Connected to current events or ongoing public debates.
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Original: Offers a fresh perspective, new data, or firsthand experience.
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Clear and concise: Typically 600–800 words with a clear thesis and structure.
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Persuasive: Uses logic, evidence, and rhetorical skill to make a point.
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Authoritative: Written by someone with expertise or a compelling reason to speak on the issue.
A strong op-ed includes a captivating opening, clear argument, persuasive evidence or anecdotes, and a memorable conclusion with a call to action. Avoid jargon, be specific, and write for a general audience.
Strategic Timing: Seizing the Moment
Now let’s examine how strategic timing can amplify the impact of your op-ed:
1. Piggyback on the News Cycle
When a major story dominates headlines, people want context and expert analysis. This is known as “newsjacking.” A well-timed op-ed can ride the wave of public interest.
Example: During the COVID-19 pandemic, op-eds about remote work, vaccine policy, and supply chain issues flooded media outlets. Experts who submitted op-eds in the early days of these developments positioned themselves as leading voices.
2. Respond to Policy Shifts
When new legislation is introduced or debated, stakeholders often weigh in. This is an ideal moment to submit an op-ed that supports, critiques, or proposes alternatives to the policy.
Example: If a state introduces a controversial education bill, an op-ed from a teacher, parent, or student offers a humanized, persuasive angle.
3. Capitalize on Industry Trends
Use rising interest in your sector to position your brand as forward-thinking. If your op-ed aligns with a larger industry conversation, editors are more likely to publish it.
Example: With growing concerns around climate change, sustainability-themed op-eds from businesses embracing eco-friendly practices carry more weight.
4. Tie to Cultural Moments or Awareness Campaigns
Awareness months, holidays, and anniversaries offer natural hooks for op-eds.
Example: A nonprofit leader writing about the rise in domestic abuse during Domestic Violence Awareness Month is likely to find a receptive audience.
5. Leverage Your Organization’s News
If your company just launched a product, won an award, or conducted research, consider writing an op-ed that expands on its implications—without sounding overly promotional.
Example: “What Our Study on Teen Social Media Use Reveals About Future Mental Health Policy.”
The Power of a Well-Timed Op-EdSelecting the Right Platform
Where you place your op-ed matters. National publications have prestige, but local and industry-specific outlets often offer faster turnaround and a more targeted audience.
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National media (e.g., The New York Times, USA Today) for broad reach and influence.
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Local newspapers for community-based advocacy or regional campaigns.
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Trade publications to speak directly to industry professionals.
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Online platforms like Medium, LinkedIn, or Substack allow you to publish on your own terms and still reach a wide audience.
Always review the outlet’s op-ed submission guidelines, word count limits, and editorial tone before submitting.
Promoting Your Op-Ed
Once your op-ed is published, don’t just let it sit there—amplify it:
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Share it across your organization’s social media platforms.
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Send it to relevant journalists or influencers.
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Include it in your email newsletters.
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Post a brief excerpt on LinkedIn with a link to the full article.
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Use it to spark additional coverage or interviews.
This not only increases visibility but also helps position you or your organization as a thought leader on the issue.
Avoiding Common Pitfalls
Even a well-written op-ed can fall flat if poorly timed or mishandled. Here are a few things to avoid:
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Being too self-promotional: Focus on ideas and impact, not your brand.
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Submitting too late: Op-eds must be timely. If you’re reacting to news, submit within 24–48 hours.
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Failing to follow up: If you haven’t heard back from editors within a few days, it’s okay to follow up or submit elsewhere.
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Ignoring opposing views: Anticipate counterarguments and address them respectfully.
A well-timed op-ed is one of the most effective ways to influence public discourse, build credibility, and generate positive PR. Whether responding to breaking news, policy shifts, or industry trends, the op-ed allows brands, nonprofits, and individuals to shape the narrative in a meaningful way.
But timing is just as important as content. To maximize impact, monitor the news cycle, understand your audience, and seize the moment when public attention is highest. In a world where everyone is trying to be heard, a timely, thoughtful op-ed can make all the difference.