Lessons from a NY Times Reporter and Other Media Experts on How To Be Published
Quality is only half the battle. The other half is distribution. So many amazing writers don’t know how to pitch their content to media outlets. Thus, their writing goes unnoticed. Are you always wondering how do I reach out to my favorite media outlet and be published? Well, you’re in luck. This week I spoke with five experts in media on tips they have for writing and publishing their content for a media outlet.
The critical factor is to be up on the news--that is, be current. Think about what people are talking about, what the newspaper is reading about. The more controversial the better. And if you have personal expertise in the area--not just an opinion--then make it part of the story. That played into an op-ed I did for the Wall Street Journal after the World Cup soccer. I had played the game in college and wrote how it would never become an American sport because of its faked falls and "socialistic" nature.
- Gerald Eskenazi: Former Sports Reporter, NY Times
Create an Avatar and Write Only to that Audience of One. Avatar, persona profile, composite sketch...there are many names for it, and it's important to have one when writing an OpEd, or anything for that matter. It's important to write specifically to that individual profile as it creates a more powerful and persuasive piece of work. Before you write, take the time to develop the persona by considering the following things. What are the demographics - age, gender, education, income, occupation - of the persona? What stage of life are they in (kids, own vs. rent?) What are their behaviors and motivations - their triggers and touchpoints? How do they consume media and communicate with others? What are their social and media - and social media - influences? What inspires them to action, if anything? Always go narrow and get specific. If you think you're alienating someone, then good...that's the point. If you're targeting everyone, you're targeting no one. The best outcome you can achieve is to split the room.
- Jeff Leo Herrmann: Managing General Partner, Madison, Michigan and Market
Edit with your ears. You’ve completed a draft of a timely, well-researched op-ed. That’s awesome. Now it’s time to check your spelling, grammar, and sentence lengths. Short sentences are key. They ensure your argument stays punchy and to the point. And readers love them. Longer sentences, though, allow you to share evidence with real complexity, pose a contradiction that’s not easily resolved, or introduce a list of ideas. Instead of counting the number of words per sentence, though, read your op-ed aloud. Your ear will hear things your eye might miss. If the sentences are monotonous, your ear will tell you. (See Gary Provost’s “This Sentence Has Five Words,” too.)
- Randal Doane: Founder, Cadence Editorial Services
Keep it Between the Lines. As a media professional and oft-writer of opinion pieces myself, this is one where I find I often need to check myself before my 500 word editorial turns into an unorganized, 2,000 word diatribe. Anytime we write about something we are passionate and informed on, we can tend to go off on a bit of a tangent and start spraying thoughts and facts and statistics all over the narrative. To avoid this common mistake, before you sit down to write the op-ed come up with an outline of all the talking points you need and want to cover in the piece, and then hold yourself to it. If it wasn’t important enough to make your preliminary article outline, it’s probably not worth wasting precious type space on. Whatever it may be, state your case in the most succinct manner possible, and leave the rest for the commenters and internet trolls to sort out.
- Matthew J. Grassi: Technology Editor, Meister Media Worldwide
Position your pitch to ride the media waves. Odds are, if you aren't a member of the Royal Family or the President of the United States, the media isn't waiting on baited breathe to hear from you. Fortunately, there are other ways to get integrated into the media landscape. Spend your time analyzing trends and figure out how you can insert your story in a way that rides those waves. If you do a great job at this, who knows, one day maybe you'll be the catalyst for the storylines.
- Matt Buder Shapiro: Co-Founder and CMO, MedPilot