Thought Leadership: How to Score With Opinion Features

How to Score With Opinion Features

Ground rules

Style and content requirements vary depending on the media outlet. Before writing a text, decide where you want to see it. However, there are a number of key criteria applicable to most media.

How does the perfect feature look like?

  •  It’s not too long. Your sweet spot will be between 500 and 1000 words.
  •  It’s full of expertise. Show that you know what you’re talking about – bring in some real cases. But don’t overuse your own project’s mentions.
  •  It’s justified. The personal expertise is not enough – add some public verified sources to numbers and facts you’re referring to.
  •  It’s relevant. Do a research on what is already posted about your topic and link your text to the news agenda. But don’t stick to one – there is a chance that the topic will become yesterday’s news in no time, and your feature will become obsolete.
  •  It’s exclusive, or never published before. Agree on ownership, too. For example, if you want to repost your published feature in your blog, it’s better to ask how long shall you wait.
  •  It’s engaging – both in terms of the headline and the topic. Read some similar well-received features in press and try to find a new angle.

Our next tips will be about where to contribute your features and how to pitch them to press – stay tuned!


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