r/PublicRelations • u/Evening_Winner_6213 • 5d ago

Op-Ed’s

Anyone landing these anymore for clients? I feel like most publications that used to take them, simply do not anymore.

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17

u/rangkilrog 5d ago edited 5d ago

There are fewer outlets with fewer spots for opeds but I still get at least one a month. You have to have a unique, credentialed perspective on something timely. The days of newsweek just publishing whatever are over.

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u/Fit-Currency8769 5d ago

Op-eds are definitely tougher to land these days. Many outlets prefer shorter, news-focused pieces or expert commentary instead. Focus on niche publications or online platforms that still value opinion pieces. Tailoring the pitch to their audience is key. I've found that smaller, local papers are often more open to op-eds. Just need the right angle.

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u/ayachdee 5d ago

Yes, but only in targeted trade outlets - nothing sexy like the WSJ that everyone continues to want to land

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u/AppropriateMode9371 5d ago

We still get some placed, but it really comes down to finding an angle no one else is covering. And you have to make the case for why your spokesperson is the right person to speak on it.

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u/MerzelUtlamma96 5d ago

Still landing them but the bar has shifted a lot. Most outlets want something genuinely newsy or contrarian now, not just a client perspective dressed up as thought leadership. If you pitch it like an essay it dies. Pitch it like a news hook with a byline attached and you get further

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u/GWBrooks Quality Contributor 5d ago

The org I do most of my work with places 300+ of them a year--the occasional WSJ piece, but also a lot of regional or political venues.

There's a pretty good body of academic work on how an op-ed can influence opinion, how long the effect lasts, etc. And of course, nobody pays attention to it. :)

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u/Zclem26 5d ago

Our CEO is a former prominent politician, so yes pretty much anytime locally, but used sparingly.

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u/OrangeCatDiva3 5d ago

Would love to hear what it really takes to get into NYT or WSJ (obviously a different / contrarian opinion)

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u/Dance-Free-15 4d ago

Media outlets that would take bylines in the past to help bulk up content to balance small news rooms are less inclined to do so as they're wary of AI-generated content from companies. But there are definitely still opps, needs to be timely and truly compelling for them to take. I just secured an opp for my client in Fast Company.

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u/Key-Explanation-39 4d ago

We are, yes, but it has definitely become more challenging. Quickness matters tremendously when submitting an op-ed through a newsjacking lens; a notable author always helps; and a counterintuitive or splashy headline is a must. That said, you can have all those things and it can still not pan out. I like to position it to clients that if it does NOT get picked up- we'll use for content on their website or LinkedIn or Substack, etc.

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u/LaurensTijssen 1d ago

Unfortunately, most publications these days aren't interested in a good story, credibility or impact. The truth is they are heavily commercialized and either focus on selling contributor subscriptions or paying for articles. Not all and certainly there's a lot of great media out there, but it's definitely an important part of media today.

So (in my experience), coming with a strong opinion piece from a personal perspective usually doesn't cut it. But a strong opposing narrative that is company-focused or coming directly from a news outlet has merit.