That shift has led many clients to forego one of the oldest tools of PR – the op-ed. After all, why would you create content that someone else might change (without permission), fight to get space, and then possibly have to get through a paywall to make it matter?

This was the topic for a recent Cracking the Comms Code show. And what three op-ed editors said is that their audiences, from local to industry to nationally political, still see tremendous value from what many people mistakenly think of as a dinosaur tactics. 

Here’s what they said – as well as how editors evaluate submissions, what makes pitches succeed or fail, and the important role editorial judgment plays even in an age of unlimited self-publishing.

Third-Party Validation Matters – Especially to New Audiences

One of the clearest takeaways from the discussion was that publication in an established outlet still carries weight with readers in ways self-publishing often does not.

As David Mills, former deputy opinion editor at the Pittsburgh Post-Gazette, explained, readers understand intuitively that an op-ed published by a newsroom has passed through an editorial process. Someone evaluated the argument, assessed the quality, and decided that the writer had something worthwhile to say.

Audiences today live in a world flooded with content. Anyone can post opinions online or launch a newsletter. The new addition to this landscape is AI generating endless commentary. But earned publication still signals credibility because it reflects outside judgment rather than self-selection.

For emerging executives, niche experts, or organizations trying to establish authority quickly, that editorial validation remains enormously valuable.

Washington Technology senior reporter Ross Wilkers also emphasized that self-published content often circulates only within existing networks. Op-eds, on the other hand, allow communicators to move beyond their core audiences and enter broader industry conversations.

There is a “quality” difference here (reach), and also a “quality” difference (legitimacy). A LinkedIn post may reinforce existing relationships — fine. But an op-ed in a respected publication can introduce an executive or organization to entirely new audiences.

That mirrors broader industry trends. Research from Cision found that storytelling and media relations remain among the most valuable PR skills despite the growth of AI and digital publishing channels.

Editors Want Useful Arguments, Not Corporate Messaging

The panelists repeatedly returned to one issue that frustrates editors across every vertical: advertisements disguised as a submission.

Communicators often have clients or bosses who approach op-eds with a marketing mindset. The people at the top want to announce a launch, highlight a product, elevate a spokesperson, or promote an initiative. Editors, however, are evaluating a different question: will readers care?

David explained that overtly promotional submissions are often rejected immediately because they prioritize a client’s goals over what the editor and his publication need to deliver to their audience. Readers will go to the grocery store circular if they want somebody to sell them something. 

Carl Cannon, White House Bureau Chief for Real Clear Politics, said the same thing happens in political opinion essays. Those who have an overtly partisan agenda are often saying the same old things, but dressing them up as something new. 

The editorial page is for something else entirely.

The strongest submissions frame organizational expertise around broader issues affecting readers. A technology company — or the agency representing it — should not write an op-ed saying its platform is innovative. Rather, it should explain a cybersecurity challenge reshaping the industry, describe implementation lessons learned, or explore emerging risks organizations are failing to address.

In other words, the best op-eds educate, and inspire interest, first. Then, if there’s time, space, and audience buy-in to promote, they promote.

Fairness and Intellectual Credibility Matter More Than Outrage

The editors also highlighted an issue increasingly relevant in the social media era: the difference between attention and persuasion.

Online platforms often reward emotional intensity, ideological certainty, and outrage-driven commentary. Editorial pages generally do not.

Carl argued that editors are drawn to writers who engage opposing viewpoints honestly rather than caricaturing them. One of his central standards is simple: an op-ed should treat the opposing argument with as much respect and rigor as if it were the writer’s own position.

From an audience perspective — and thus from the editor’s perspective, too — intellectual confidence beats exaggeration and personal attacks every time. The latter might be easier to dash onto a page and send out the door. But editors do not have time to salvage pieces that begin with ad hominem language and emotionally charged rhetoric. They’ll move on.

Ross noted that strong op-eds often resemble strategic briefing documents. They anticipate skepticism and respond to likely objections. Communications professionals can take note: thought leadership has to be more than simply asserting expertise. Showing that we did our homework is what makes an editor look twice.

The Best Pitches Begin With Understanding the Publication

Another recurring frustration among the editors involves poorly targeted outreach.

Carl noted that many pitches reveal immediately that the communicator does not actually understand the publication he’s contacting. Editors, overwhelmed with submissions especially in our age of mass-produced content, can’t spare time or energy for amateurish research.

Examples abound for communications professionals looking to start editor relationships on the right foot. Regional newspapers prioritize local relevance. Trade publications focus on helping professionals navigate operational challenges. Political outlets emphasize policy and public debate. A pitch that ignores those distinctions is unlikely to succeed, regardless of writing quality.

Finally, there is relationship management — going beyond good outlet research and good (human-centered) writing, and remembering that the editor himself is a human being, too. For example, editors are overwhelmed with email, which makes follow-ups necessary, because pitches genuinely get missed. But then there is a line between persistence and pushiness, and sometimes it’s a thin one.

Professional communicators succeed when they recognize editors as partners serving audiences, not gatekeepers standing in the way of promotion.

Artificial Intelligence Is Increasing the Value of Human Perspective

No discussion about the world of editorial would be complete with addressing the elephant in the room: artificial intelligence.

The editors acknowledged that AI tools are already reshaping publishing workflows. Newsrooms are experimenting cautiously with automation, drafting assistance, and workflow efficiencies. At the same time, editors remain deeply skeptical of overreliance on AI-generated content.

That skepticism reflects a broader industry concern. As AI-generated material floods inboxes and content platforms, editors are increasingly looking for qualities that feel distinctly human: lived experience, authentic perspective, original framing, nuanced judgment.

Ironically, the rise of AI may strengthen the strategic value of thoughtful op-eds. Low-quality AI-generated thought leadership may increase output volume. But more output is only as good as the willingness of editors to accept it. More often, editors are getting tired of generic content, and also getting better at sniffing it out.

The firms that stand out will have invested in authentic expertise, sharper storytelling, and unique perspectives. These commodities will rise in value as AI slop tsunami keeps on rolling in, and the value of an editor’s judgment will rise with them. Comms professionals who give up on this still-valuable system in favor of greener AI pastures may find that the grass over there doesn’t taste so good.

See the entire panel conversation below.

And a lot of it will be wasted because advocates and activists will approach lawmakers and their support staff for the first time—instead of using lobbyists and public relations professionals to build relationships long before the ask is made.

How do you build those relationships? We’re glad you asked, because the answer’s in our most recent LinkedIn Live panel, featuring:

• Evan Harris of BPD, a former California legislative staffer
• Conor Douglass of Milk & Honey PR, with public affairs experience in Washington, D.C. and New York
• Shawn Friesen of Chamber Hill Strategies, a Washington, D.C., lobbying firm

In Washington and in state capitals, relationships are often first built with a lobbyist’s handshake. The door is opened, initial meetings take place, and one-pager summaries are left behind. Members of Congress, regulators, and their staffers may also be invited to events to learn more about a specific industry or issue.

Back in the district, meanwhile, a less formal but equally important process is unfolding. Local citizens attend townhall events, invite lawmakers to casual gatherings, and partner with lobbyists for “fly-in” days to meet with lawmakers and their staffs.

And much of the time—behind the scenes, never mentioned to lawmakers, their staffs, or the public—are the PR professionals who are putting industry voices, small business owners, and constituents into the press and in front of influencers. They’re helping the medical doctor make the elevated expert argument; the upset constituent make the passionate case; and the respected political pundit directly push the lawmaker in the right direction.

Nuanced messaging is key here. Sometimes, you want to critique; other times, to praise, often simultaneously with different voices. We recently drafted and placed over a dozen op-eds supporting a campaign that nudged, never criticizing the targeted decisionmaker, but also running the rest of the gamut from “here’s an opportunity” language to full-on praise.

And it worked. While we were part of the team that drove the political and economic angle in the press – never once interacting with the decisionmaker or the staff – the lobbyists, constituents, and industry professionals drove the conversation directly. The behind-the-scenes PR push helped those people make the case – build the relationship – using the arguments presented elsewhere.

Of course, PR isn’t likely to win critical support if it isn’t in play long before a bill is rushed out of committee or jammed into a 1,000-page Continuing Resolution. That’s why, as Conor and Shawn pointed out, building relationships years before the ask is made is key to success—and not just from the lobbyist. With billions of dollars flying around, the client’s voice is not the only one in the room, so the highest likelihood of success starts with bringing in PR early to build a surround-sound marketing and branding approach that has:

• The right voices
• With different but on-point narratives
• Presented the right way
• Through the right channels

As Evan put it, “if you’re not in the room educating, advocating, showing up…it’s going to be a competitor, it’s going to be a challenger.”

And that’s a great way to lose out on a piece of legislation that could make or break your industry.

Watch the entire panel conversation below and click here to read Proven Media Solutions’ white paper about when PR can help—and when it can hurt—lobbying campaigns.

Then the local ABC reporter sticks a microphone in your face, throwing you off your game. Your smooth speech turns into stuttering nonsense in front of stakeholders – and across the Internet.

Maybe live interviews aren’t such a good idea, after all.

For all the glamour associated with live interviews, at the end of the day, you have to use the PR mediums that work best for you. If you prefer death over public speaking, avoid live interviews and stick to written statements. It’s up to your team to build a campaign around your strengths and weaknesses, not the other way around.

Here are a few things to consider about some of the most popular methods of media placement.

Op-eds

Written thought leadership, or op-eds, give you the tightest message control in your own voice. You eliminate the risk of live gaffes or being caught off-guard with questions. You also are putting your complete message in front of your audience instead of sound bites or short article quotes which may not include important context or nuance.

One of the major downsides of op-eds is that most outlets require exclusivity, meaning your op-ed may only reach a specific audience and often face republishing restrictions. Additionally, every outlet has different standards for what they’ll be willing to publish, so your team may spend extra time in the writing and editing process. And there’s typically a small op-ed editing team, so your piece may get lost in the blizzard of submissions they receive.

Press releases

Press releases put your message in front of large numbers of media gatekeepers at the same time. They are a good opportunity to include messaging from partners and influencers to earn greater exposure and credibility; and you still have a great deal of control of the information and quotes the press will use in the coverage. A good press release can also help multiply the coverage already earned by bringing attention to other media successes.

The downside of a press release is the loss of some control of how outlets cover your information – the coverage won’t contain the full nuance and context of your voice. You will also compete with hundreds of other press releases for gatekeepers’ attention. Furthermore, the logistics of collaborating with partners and influencers could lead to a long editing process and affect the timeliness of your message.

Interviews

Interviews help your personality come out while offering the chance to partially control the message. Opportunities are numerous, you can have pick your preferred medium – radio, television, podcast, newspaper, etc. – and you can often easily repurpose media coverage for other press, social media content, and web content.

However, interviews aren’t the best format if you are uncomfortable in a public speaking role. Mistakes can turn opportunity into disaster, especially in a live interview. You also have to deal with the possibility of an interviewer asking unexpected or unfriendly questions that can get you off message or make you look unprepared.

Choose the right media options

It’s up to you and your team to decide which media options are the right ones for your spokespeople. Your media choices should match your message strengths and goals. Your team should advise you of the benefits and limitations of each option, and how effective they will be at hitting that PR home run.

The military is famous for its bewildering acronyms. Indecipherable to outsiders, they create enormous time efficiencies during briefings, in written communication, and on the battlefield. And everyone, from commanders to the lowest-ranking private, knows what the terms mean, because you can’t waste time in war.

While most businesses don’t engage in armed combat, knowing terminology is critical to streamlining processes and creating greater efficiency. To this end, here are a few of the tools, definitions, and tactics which are critical to successful public relations.

Press Releases

Press releases are a cheat code for engaging the press in a polished manner. These short to medium announcements are integral to any company’s “best practices” regardless of size or resources.

Press releases include your message and background so that journalists and other gatekeepers can include them in coverage. However, they should be written in a way which helps gatekeepers meet deadlines and have interesting stories. Be sure to have your PR team lead follow up with the outlets to ensure delivery, build relationships, and increase the chances of coverage.

Op-Eds

Op-eds put your unadulterated voice in the press. You control the content, except for changes made by an editor prior to publication. By sharing expertise, experience, and knowledge, op-eds can help establish your credentials as a thought leader in your industry. You may be able to influence perspectives within your industry, change how the industry views your organization, or even change how the public sees your industry.

Most op-eds are 550 to 800 words long; all of them should be crafted with two audiences in mind: the editor who will approve or deny placement of your piece, and the end readers you are trying to reach and influence.

Articles

Articles are the standard news stories we read every day, and represent some of the most difficult coverage to secure. They are written by reporters who are inundated with press releases and statements from people just like you. Being included often builds significant trust with your target audiences because inclusion means what you offered was more valuable than what everyone else did.

You can’t control article content. You can, however, help frame it with your message, narrative, and background information. Make sure your team builds relationships with reporters and their editors so that you can send the best content at the right time.

Appearances

An appearance in a segment is the radio, podcast, or television equivalent of a newspaper article. Usually, your engagement with the outlet will take place in the form of an interview. Live interviews can be fun, if stressful; recorded interviews are more relaxing, but will often undergo editing before being aired.

Appearances may be the rarest form of media. They are simply very popular but have few available slots. Any company spokespeople should be given message and media training so that your message is shared most effectively.

Being prepared uses your time wisely

Like a military assault, outsiders don’t really care about your terminology; they just see the effect. It’s very important for your PR team to develop best practices and operational definitions to use your time and other resources as wisely as possible. This will ensure that your company’s next big announcement goes smoothly, and you aren’t scrambling to tie up loose ends in the heat of battle of business.