How to Get an Op-Ed or Bylined Article Published

Editors reject most op-ed pitches within the first two sentences. The subject line promises a topic. The body never delivers an argument.

What is an op-ed or bylined article? An op-ed (short for “opposite the editorial page”) is opinion writing published under an executive’s or expert’s name, arguing a specific point on a current issue. A bylined article is the trade-press version — placed in an industry publication rather than a general-interest newspaper. Both are earned media: the publication runs the piece on editorial merit.

1. Find an argument, not a topic

“The future of AI in healthcare” is a subject. “Hospital systems are procuring AI diagnostics backward — buying the model before fixing the data pipeline that feeds it” is an argument. The second comes from someone who watched a deployment fail for that exact reason.

The strongest source material is a decision the executive made, a mistake they corrected, or a prediction they’ll put their name behind before the outcome is confirmed.

2. Match the argument to the right outlet

Pick the publication before writing the piece. A general-business argument fits a national outlet. A technical argument about procurement or engineering tradeoffs fits a trade publication. Read six months of the target section before pitching — an editor who published a similar piece last quarter will pass on a repeat.

3. Pitch like a journalist, not an advertiser

State the argument in the first sentence. Why the author is positioned to make it. Why now. One-line note on length. Attach a draft or tight outline. Skip the résumé. Same media pitch discipline applies.

4. Time it to the news cycle

Anchor to something happening in the world — a regulatory ruling, earnings season, a competitor’s misstep. Pieces pegged only to a company’s own announcement read as promotional. Newsjacking principles apply directly.

5. Follow the format editors expect

Most national outlets: 700-900 words. Trade publications: 800-1,200. Clear argument stated early, two to three supporting points, short conclusion restating the position. No bullets, no headers (most outlets strip them), no embedded links or product mentions, no calls to action in body text.

6. Edit out the self-promotion

Cut every sentence that exists to make the company look good rather than advance the argument. One company mention in the bio line is standard. A company mention in the body gets cut by the editor — or used to reject the piece.

Where op-ed pitches stall

Too promotional. Reads as a press release with paragraph breaks.

No real argument. A listicle of trends gives the editor nothing to publish.

Wrong outlet fit. A narrow operational topic pitched to a national outlet — or vice versa.

Bad timing. Commentary pitched two weeks after a story broke has missed the window.

FAQ

How long should an op-ed be? 700-900 words for national outlets. 800-1,200 for trade. Check the outlet’s guidelines.

Do you need a PR agency to get one placed? Optional — but editor relationships, outlet fit, and timing are where independent attempts stall.

How long to get published? Pieces tied to breaking news can turn around in days. Evergreen arguments can take weeks, if they’re accepted at all.

Virgo PR pitches op-eds and bylines as part of broader thought leadership and PR programs. See Technology PR Done Well for how bylined content fits into a wider tech PR program.