What an opinion piece is — and how it differs from a press release

A press release says "look what we've done". An opinion piece says "here's what's wrong, and here's what should change". That single distinction matters, because it changes how you write, who you pitch to, and why an editor would want it at all.

Editors use opinion pieces, sometimes called comment pieces or bylined articles, to fill space with a viewpoint their own staff can't give. They want a named human being, a clear position, and enough substance to survive a sub-editor's red pen. For a small business owner, that's a genuine opportunity: a byline in a regional paper, a trade title or a sector newsletter gives you credibility that advertising can't buy.

The trade-off is that you don't control the edit. You control the argument. The sharper it is, the less anyone will want to touch it.

Find an argument worth making

Before you write a word, answer this question honestly: what do I believe about my industry that plenty of sensible people would disagree with? If nobody could disagree, you don't have an opinion piece — you have a blog post.

Strong arguments usually come from one of four places:

• Experience. Ten years of running a business gives you a view on what actually works, not what the guidance says works.
• A gap. Something the sector talks about constantly but never fixes.
• A myth. A piece of received wisdom you think is quietly wrong and costing businesses money.
• A change. New rules, new costs, new technology — and a view on how businesses should respond.

Write your argument as a single sentence. "Small firms are being pushed towards expensive compliance software when a spreadsheet and a clear process would do the job better." If you can't compress it into one sentence, you have two articles, not one.

Open with the point, not the preamble

Most first drafts from business owners begin with two paragraphs of background. Delete them. Start with the claim.

Compare "In recent years, many businesses have begun to consider the role of flexible working…" with "Flexible working didn't fail my business. Our managers did." The second one gets read.

Your opening paragraph should do three things: state the argument, hint at why it matters now, and make the reader slightly curious. You don't need a clever hook or a famous quotation. You need to get to the point before the reader decides to leave.

Avoid opening with your own company name, your job title or how long you've been in business. The byline does that work. The first line is for the reader.

Support it with evidence, not adjectives

Opinion without evidence reads as a rant. Evidence without opinion reads as a report. You want both, and the balance is roughly three parts argument to one part proof.

Useful things to include:

• Numbers you can point to. Your own figures, national statistics, published industry surveys, a freedom of information response.
• A named source. "A survey of 400 firms found…" is stronger than "studies show".
• One concrete example. A real scenario from your own experience, anonymised if necessary, will land harder than three paragraphs of analysis.
• The counterargument, briefly. Name the strongest objection and answer it in two sentences. This is what separates a credible writer from someone with a grudge.

Be careful with claims you can't stand behind. Anything that reads as a slur on a named competitor, a supplier or a former client will be cut — or worse, remembered.

Keep it tight and structured

Most comment slots run between 600 and 900 words. Ask the editor's preferred length before you start; it saves rewrites later. Then hold yourself to it.

Structure that works consistently:

• Paragraph one: the argument, stated plainly.
• Paragraph two: why now, or what's changed.
• Three or four middle paragraphs: your evidence and reasoning, one idea per paragraph.
• One paragraph: the counterargument, acknowledged and answered.
• Final paragraph: what you want to happen, or what readers should do next. Be concrete.

Short sentences and short paragraphs are kinder to readers on phones, which is where most of them will be. Read your draft aloud; anywhere you stumble is somewhere an editor will cut. And strip out jargon. "Leverage", "ecosystem", "value-add" and "at this moment in time" can all go.

Pitch it well and make the editor's job easy

Send a short pitch before you write the full piece. Three paragraphs: the argument, why it's timely, and who you are in one line. Paste the piece below it rather than attaching a file. Editors work fast and on phones.

Timeliness is your biggest lever. Tie the piece to a Budget, a consultation deadline, a new regulation, an awareness week or a seasonal pinch point in your sector. A good argument about something general will wait; a good argument about something happening this month will get published.

Offer it exclusively to one outlet, mention that, and give a deadline: "I can send it over by Tuesday if that works." If you've had no reply in four working days, a short, friendly follow-up is fine. Silence after that means move on and try a different title — a trade publication or local business supplement, perhaps.

Finally, do the small things well. Supply a one-line byline, a headshot if asked, and a contact number. Write in British English, spell names correctly, and don't demand final approval of edits. Ask for one thing instead: a sight of any factual changes. Editors rarely mind that, and they appreciate a contributor who is easy to work with.

Write the argument you'd make in a pub to someone who disagrees with you. Then tidy it up and send it.