Opinion Journalism Can Address Complex Issues

Anyone can have an opinion, but few can express a thoughtful one. I read the newspaper daily, and my reading involves a lot of skimming. But the opinion section always slows me to a pause. There, I stop to read. And think. 

As PR practitioner, I regard opinion journalism as particularly prestigious. I’ve called the editorial board “the Supreme Court” of the newspaper, and their collective opinions hold significance. 

Opinion journalists are paid to develop intelligent, thought-provoking opinions and craft articles that illustrate that point of view. Their thumbs up or thumbs down can influence public opinion or sentiment on topics as simple as civility and as complex as conquering climate change. It’s important that PR professionals understand and leverage this part of journalism.

The opinion section remains an opportunity for our stakeholders to earn coverage, explain complex issues, and express persuasive, credible thoughts. This section is especially important as the newshole shrinks. You may want to ghostwrite for a leader, meet with the editorial board to talk through a complicated subject or share your own opinion on a topic. 

Ruben Navarrette, a nationally syndicated columnist with The Washington Post, is one of the few Latino columnists at this level. His opinions are appreciated (and disliked) from both sides of the political aisle — typical for great opinion journalists. 

Here are his top tips for us to consider as PR practitioners as we explore pitching topic ideas or writing an opinion piece ourselves. This interview was edited for brevity and clarity.

Having an opinion is different than professionally publishing one. How did you refine your “opinion” to be as respected as it is today?

I don’t think my opinions are universally respected. But as for refining an opinion, you have to think about the topic deeply and critically before you start to write. To write with authority, be confident in what you’re saying. That takes research, but also a willingness to consider alternative points of view.  

How do you approach which topics to cover for your column?

I [consume a lot] of media, an unhealthy amount really — websites, social media, podcasts, radio, TV, newspapers, magazines, etc. Topics jump out at me. I make my choices, in part, based on whether the topic feels like a “talker” — something I might have chosen to talk about for an hour during my radio host days. A good column topic is timely, complicated, interesting and provocative. 

What advice do you have for any PR or comms professional who might be interested in pitching a columnist like you a topic idea? Or for those who want to write a column for submission to a national outlet?

Pitching: Don’t send me a canned, one-size-fits-all mass email blast that sounds robotic and impersonal. Make sure you know the topic/cause/person/campaign inside and out, and that you’re passionate about it. Put in the time and call me on the phone. 

Writing: Know what the piece is about, and what it is not about. Make a list of important ideas you want to be sure to mention in the piece. Don’t wander off as you tell the story. Be clear and concise. Always be moving forward, briskly but not so fast that you gloss over important ideas. Hold onto your central point as an anchor. Give me a catchy 20-30 word opening, and a strong and memorable 10-20 word “kicker” at the end. And in between, give me a lot to think about.