If waiting for positive media coverage isn’t cutting it, consider submitting an Op-Ed. These opinion pieces are a good way to get your message across, promote action, and position the author as a “thought leader.” However, convincing a steely magazine or newspaper editor to publish your writing isn’t always easy. In addition to the usual grammar and style checks, we recommend making sure your Op-Ed has the following elements to give it a better chance of passing muster with an editor. 

• A hook: How does your Op-Ed relate to current events? Editors and journalists are always looking for articles with a solid news peg, or “timeliness.” Even if you’re writing about an evergreen topic, find some way to connect your piece to current events. Op-Eds with a vague news peg may seem irrelevant and are less likely to be accepted. Also, remember that the news cycle is fast: If a good news peg pops up, get your Op-Ed out as soon as possible.
• A new perspective: No one likes to read the same argument over and over again. Offering up a fresh take on an idea gives your Op-Ed a better chance of standing out and making the cut.
• Evidence: An Op-Ed, in a sense, is an argument. You can make a point with anecdotes and opinion, but an argument is stronger with solid evidence to back it up. Take a few minutes to put relevant studies, statistics, or figures that support your position into your Op-Ed.
• A call to action: What do you want to happen as a result of your op-ed? Ultimately, the ‘call to action’ is the goal of your Op-Ed: Don’t be afraid to state it directly. Do you want legislators to pass a certain bill? Do you want the public to recycle more? Should parents call the school board? Let them know!

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The saying goes that you should work smarter, not harder. Creating original content for social media and promoting your company to stakeholders can require a lot of time and effort. As part of your media strategy, you should aim to create content that can be repurposed across multiple platforms and at different times.  
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For example, say your company produces a short informational video on a new service you will be offering clients, with the purpose of presenting the program to board members. Assuming the video doesn’t include any confidential information, you could also repurpose this video in a number of ways. You could include it in a press release when the program rolls out. You could share it on social media (Facebook, in particular) when the service becomes available to the public. You can repost the video one year out, even, in celebration of the program’s success.