WRITING OPINION COLUMNS

Everyone has an opinion. But few get the delicious opportunity to disseminate it to thousands of people reflecting the readership of a newspaper.

Writing opinion for newspapers is seen as a privilege, reserved for the most talented and experienced scribes. The opinion vehicles within a newspaper include staff-written editorials and opinion columns, penned by the most senior journalists, and Op-ed contributors who may be either staffers or members of the public.

Letters to the Editor also reflect opinion but they are written at arm’s length from the newspaper and fall into a distinct category.

Opinion within a newspaper is extremely valuable. It gives the publication a personality and enlivens its pages. It also allows for the building of loyalty as readers become attached to certain of the writers whose views they particularly enjoy.

Some newspapers attract a partisan following because of their opinion orientation. There is a long tradition of both liberal and conservative newspapers, which reveal their leanings through the opinion columns they feature.

With so much of the paper devoted to objective journalism, as in, ‘just-the-facts, ma’am’ — the three opinion-related areas of the newspaper are coveted by readers and considered ‘high value’.

These opinions help people formulate their own opinions, can provide a comforting reinforcement of personal views or just get readers riled up and ready to take on the day.

Because the opinion parts of the paper are high profile and important, they are vigorously regulated by editors to ensure the opinions proffered are responsible, informed and reflective of the over-all character of the publication.

Let’s look more closely at the three opinion sections of the newspaper.

• Editorials. Ideally a newspaper has an editorial board of regular staffers who tend to be senior journalists. Their daily discussions at an edit board meeting are meant to generate a variety of considered views that then are condensed and presented by one among them assigned to do the writing.

The reality is, however, with the staff reductions of recent years, many papers are down to one employee conceiving and writing all the editorials, without having the benefit of an assortment of insights from edit-board colleagues. The ultimate gatekeeper is the newspaper’s editor in chief who ultimately approves or vetoes the views expressed by the editorial writer. He or she must be mindful of the owner/publisher’s leanings in making his judgments.

Newspaper editors interfere only occasionally. Prior to Stephen Harper’s majority win in 2011, Postmedia controversially and, some say foolishly, contributed must-run editorials from its head office for publication in all its papers. This was not well regarded by readers who like to think the editorial opinions expressed are home-grown and reflective of the community being serviced by each paper.

• Opinion Columns. Many reporters yearn to become columnists, with a regular space reserved for their views. The best way for a reporter to show his editors that he has opinion-writing prowess is to submit work to the Op-ed pages to show he has what it takes. Veteran columnists, with a strong profile, tend to be in demand at and promoted by their newspapers.

Columnists need to be self starters as editors seldom assign topics to them. They must have strong views on anything and everything, possess their own writing style and be able to argue their points well. It is a bit like being on a debating team. They also must be well read and extremely organized, as the rule of thumb is that their column – rain or shine — will run between three and five times a week. A columnist without an idea for his next column is unpleasant to be around.

• Op-Ed Columns. A full page often is allocated for Op-eds, to allow members of the community in on the action. Op-eds, so named because they are positioned in the newspaper opposite the editorial page, can come from interest groups, heads of corporate organizations (almost always ghost-written by a PR company), politicians or the little guy with a big bone to pick. It allows the paper to open up its pages to people who have direct experience with a topic de jour.

For example, a doctor’s strike may be covered comprehensively in the news pages of the newspaper but the Op-ed page can give space to one who writes from his own perspective about exactly why he has decided to withdraw his services.

Some newspapers will pay a few hundred dollars for an op-ed submission. In financial straits these days, more and more Canadian papers no longer can do this. They figure the payoff for you is in getting to spread your message.

Op-eds began life in 1921 at The New York Evening World with the publication of opinions written exclusively by the newspaper’s staff. An Op-ed page open to public contributions was created in 1970, by New York Times editor John B. Oakes.

Harvey Enchin, editorial pages editor at The Vancouver Sun, believes “a good opinion piece starts with good reporting.”

Enchin points to a morsel of wisdom imparted by the late New York Senator Daniel Patrick Moynihan: “Everyone is entitled to his own opinion, but not his own facts.”

For example, someone pitching a piece to Enchin on how Vancouver is experiencing a population crisis due to Asian immigration, would not have much luck. According to Census data, only 4.6 per cent of growth has derived from such immigration so the writer would have to to come up with another angle to satisfy Enchin.

The longtime editor is always on guard for lobby groups that use alarmism to raise charity dollars, offering him material that does not stand up to scrutiny.

Enchin prefers to receive articles that reflect focused and cogent arguments that are supported by data. “If you want to write a piece that says Donald Trump is certifiable, back it up with an interview with a noted psychiatrist. Yup, it’s just like reporting – good reporting.”

Here are Enchin’s do’s and don’ts for opinion writing:

Do:

• Be relevant. The Falkland Islands may still be a flash point between Argentina and Britain but not enough readers in Vancouver care, so a an opinion piece on the conflict would be a non starter;
• Be brief. An op-ed should be pithy, digestible and memorable, perhaps 600 words;
• Quote other people and sources to support your argument;
• Be Organized. The argument should flow, leading the reader logically to the conclusion;
• Be honest. Says Enchin: “there is a difference between right and wrong. Abandon moral relativism”.

Don’t:
• No parroting of propaganda. Special interest groups, think tanks, pollsters and politicians all have an agenda. Some produce good data but their output cannot be taken at face value;
• No upper-case letters or emojis;

American journalism prof Susan Shapiro, in Writer’s Digest back in 2009, contributed further advice.

She says, successful op-eds are timely or early – they are right on the news or relate to something that is about to happen.

Shapiro advises writers to let her rip. They should be very opinionated. This is the one time when “it’s helpful to be a hothead. Avoid being mild mannered, tactful or diplomatic.” This does not negate Enchin’s advice above to be calm.

Shapiro is just highlighting a need to be lively and engaging in your prose, and to make the opinion you are advancing crystal clear.

It helps to convey a strong link to the subject. Reveal why you are presenting yourself as an expert on what you are writing about. Were you a soldier in Afghanistan and able to put forward a perspective on that country’s ongoing fighting? Are you among the doctors who went on strike? Do you have a personal link to the Fentanyl crisis?

Add facts the readers likely are not aware of. Shapiro says writers should ask themselves what is new, fresh and unusual about their argument? Using statistical data, concrete examples and supportive quotes is always helpful.

Writers should keep in mind the readership of the newspaper being approached. A right-leaning paper is unlikely to embrace a left-wing screed.

It is usually smart to pitch an Op-ed idea beforehand to the relevant editor, to canvas for interest in the timing and topic. If he is interested, and counting on getting the piece, chances are greater it will get it into print.

The piece will benefit from a writer first organizing thoughts on paper, writing down phrases that reflect the opinion being projected and outlining specific arguments and evidence that will bolster the opinion. It is akin to sketching out the skeleton of a body, for the fat, muscle and organs to hang on.

Work particularly hard on the lead paragraph so that it will pull in as many readers as possible, not just those who may be interested in the municipality’s pothole budget. Often starting with a personal anecdote or a demonstration of how the topic directly relates to the reader is helpful.

It is worth showing a capacity for objectivity by citing and addressing other perspectives on the issue. This will strengthen the opinion, giving readers assurance that all points of view have at least been considered.

The writer may choose to deploy a wrap-up paragraph at the end to summarize so that the readers will be left feeling they have gotten the message.

To Recap:

• Be brief, factual and direct in tone when writing opinion pieces;

• Use personal anecdotes, statistics and authoritative quotes to support your point of view;

• Make sure the lead paragraph not only conveys the gist of your message but gives the reader a reason to read on.

• Time your piece so that it is either right on the news or relates to something that is soon about to happen.