What distinguishes an op-ed from a standard press article
In a standard press article, the journalist investigates, interviews multiple sources, and synthesizes the information. The executive is quoted, but the voice remains that of the journalist.
In an op-ed, the logic is reversed: the executive writes, argues, and takes a stance. The media outlet publishes it under their name. It is a format based on trust in the author and represents an editorial risk that media outlets only grant to individuals with proven credibility in their field.
Why the op-ed is the most powerful format for a tech founder
For a B2B tech startup founder, an op-ed offers three advantages that other PR formats do not:
- It establishes a vision, not just information. A funding round is a fact. An op-ed on why the HR SaaS market is being reshaped is a thought-leadership position.
- It builds lasting industry authority. A press article talks about you once. An op-ed positions you as a reference on a subject, which generates invitations, future citations, and indirect business opportunities.
- It is indexed under your name. When an investor or potential client searches for your name online, an op-ed published in a major business publication carries more weight than a LinkedIn profile.
What we see with our clients
The op-eds that get published are those that take a clear and potentially polarizing stance. Not shocking, but polarizing: they defend a viewpoint that not everyone shares, backed by precise arguments.
Lukewarm opinion pieces—those that simply reiterate the importance of AI or point out that the market is evolving—don't get published. Editorial boards at business publications receive dozens of pitches every week. Only those with something meaningful to say make the cut.
How to get an opinion piece published
The process follows three steps:
- Identify the angle : a current topic on which you have an informed and defensible point of view, rather than just a consensus opinion.
- Write the piece : between 600 and 900 words, with a clear argumentative structure and no marketing jargon. The style should be that of an expert explaining a concept, not a salesperson trying to make a pitch.
- Pitch the right person : the pitch email should go to the relevant section editor, with a catchy headline and a 3-line summary. Do not blast it out to everyone.
Learn more: Writing executive opinion pieces: what really works.
