How to Write Effective Guest Commentaries for Your Local Media

Whether your local media calls them guest columns, op-eds, or another name, almost all newspapers offer opportunities for you to submit commentaries to make the case for your position on important issues. Unlike letters to the editor, they provide space for you to make a thorough argument (typically 500 - 800 words). Most papers give preference to local writers and local issues, and many will not consider submissions from outside their print market area, so look for a paper’s guidelines before submitting a piece.

And don’t overlook web-only media -- they often have large readership and offer the advantage of enabling you to drive traffic to important information sources or your local congregation or organization.

Note: the common term “op-ed” is short for “opposite the editorial page,” where some newspapers place guest opinions.

Before You Start

  • Persuasive writing is a distinct craft. Study the op-eds and syndicated columns that appear on news sites or in larger newspapers. Note how they begin and close, the length of sentences, and persuasive tools they employ.

  • See if your target publications publish writers guidelines.

  • When writing for a local or state audience, make local connections to national issues.

  • Ask yourself who you want to reach and what you aim to accomplish? Write from a perspective your average reader can identify with and don’t assume knowledge.

  • Plan a timely piece. Relate your piece to something in the news, a major anniversary, or event. However, you may want to avoid competing with nationally syndicated columnists on the biggest news items of the week.

Writing Tips

  • Use active, concise language. This eliminates almost every instance of “to be” (has, have, is, was, be, been, were). Each time you find one of these words in your draft, try rewording your sentence with active verbs. Similarly, the word “that” should almost always be eliminated. Strong writing uses descriptive nouns and active, informative verbs. The Elements of Style is an excellent guide.

  • Create a basic outline of the points you want to make before you start to write.

  • Write about one thing. A good test when you are starting to write is to try to say what you want to say in a headline. If you can’t phrase your thesis in eight words or less, you need to think some more.

  • Create a compelling headline, even though editors usually will choose their own. Doing so makes it more likely the chosen headline will frame the issue the way you desire. A compelling title also could make the difference between grabbing the editor’s attention and being bypassed. 

  • While a straight-to-the-facts approach may be used, most larger publications prefer anecdotal leads. This means using a colorful quote, surprising statistic, an anecdote, or other “hook” to grab the reader’s interest. However…

  • Introduce your main point by the second paragraph, then back up your opinion with facts. Don’t just stack up the evidence and save your opinion for the conclusion. The standard format is to state your thesis, present evidence to support it, and then offer a summary of your argument with a recommendation. This is a rule you might break occasionally, but do so deliberately.

  • Support your case with a sprinkling of facts or authoritative quotes, but don’t bombard readers with either.

  • Just because a fact appeared in a major news outlet doesn’t mean it should be re-published without verifying! If citing, make it the original source.

  • Speak to your target audience using language they understand.

  • On many issues, mentioning faith can help break through to a different audience, so don’t be timid if you feel it. E.g. "As a Unitarian Universalist, my fundamental belief in the inherent worth and dignity of every person leads me to..."

  • Keep paragraphs short, but vary the lengths. A one-sentence paragraph can emphasize a key point and provide variety.

  • Generally, offer direct recommendations and solutions to the problem you raise, though sometimes your aim may be simply to provoke thought.

  • Find two people willing to criticize your draft. At least one should be somebody not steeped in the issue you are covering and, ideally, who is not among “the choir.”

  • The most effective persuasive writing appeals to both emotion and logic — try to incorporate an element of each. Memorable anecdotes followed by verified facts make a potent combination.

  • Aim to hit the reader with at least one little-known fact, quote, or story that will elicit surprise.

  • At the end of the article, include a short byline (1-2 sentences — see what’s standard for the publication) about yourself and your congregation or organization, if applicable. For larger publications, tell the editors of your relevant expertise up front.

  • For local papers, follow up with a phone call or letter to the op-ed editor in a few days to ask if they have received your submission and made a decision. Have handy the time, date, and email address to which you sent the piece.

What to Avoid

  • Avoid submitting an op-ed to competing publications simultaneously — know your targets’ market area and wait for a decision or a few business days before submitting to a competitor.

  • Do not submit a footnoted article, but providing embedded links to sources is recommended. Any research citations (rarely used in op-eds) should be credited within the article.

  • Don’t overstate. The reader will discount much of what you say if she suspects exaggeration. Let your facts speak!

  • Don’t pitch op-ed ideas to newspaper editors unless you have a prior relationship, just send your commentary. (The converse is true for most magazines).

  • As a general rule, don’t repeat a point except in closing.

  • Avoid clichés, sarcasm, pejoratives, and jargon. Spell out acronyms the first time you use them, followed by the acronym in parentheses.

  • Eliminate words like very, quite, etc. They indicate either a weak adjective or are superfluous.

  • Unless you or your organization was directly attacked, op-eds do not respond to specific articles or other op-eds, that is the role of letters to the editor. If you were misrepresented or attacked, ask the editor first about publishing a rebuttal.

  • Read your draft aloud — it will usually reveal things you didn’t catch by reading alone.

  • Finally, the most important thing your proofreader can tell you often isn’t what needs correcting, but what’s missing!

Further Notes

  • Start locally! Getting published in local publications a few times is the best path to getting your ideas out to larger audiences.

  • Most papers will edit for minor grammar and style issues, but proofread thoroughly before submitting. Editors rarely make substantive changes without consulting a writer.

  • Few newspapers or online outlets pay for op-eds, so write out of a passion for the issue, not expecting to earn a sum commensurate with your time investment.

UUA Justice Communications Associate Jeff Michen has written commentaries for the Washington Post, Washington Times, Chicago Tribune, Newsday, Christian Science Monitor, Inc. Magazine, UU World, La Opinion, The Ecologist, Adbusters, La Prensa, and many more outlets. He’s proud to have helped dozens of people publish their first guest opinion.

Last updated: February 18, 2022