Opinion pieces keep healthy debate alive – and they’re great for your brand too

Throughout history, people have exercised the right to discuss ideas, express their opinion and debate. In ancient Athens, the Agora (public square) was where philosophers and citizens gathered to discuss politics, philosophy and civic life. The printing press in the 15th century allowed ideas to spread far and wide, with pamphlets becoming the ‘op-eds’ of their day. Speakers’ corner in Hyde Park, a mid-19th century arrival, remains one of the world’s most famous free speech sites. 

Then, during the 20th century, newspapers formalised debate through op-ed pieces (i.e. opinion pieces) and letters to the editor. In a way, this was the birth of this type of PR as we know it. 

Now, social media has become today’s epicentre of opinions – or, as we’re increasingly witnessing, the antithesis to healthy discussion. The undercurrent of many issues at the moment has been its role in diluting debate. 

It’s a maze of paradoxes. It maintains the power to spread views and opinions; the power to entrench people in a rabbit hole of existing mindsets. The power to spread vital awareness, resources and information; the power to spread incredible swathes of misinformation and abuse like wildfire. 

More often than not, it encompasses chamber upon chamber of opinions echoing amongst like-minded people. Algorithms dictate what you see, so you’re less likely to stumble across content outside of your interests. 

PR is about strong opinions and engaging in debate. It’s about presenting yourself as a respected leader and source of authority in your sector. In the B2B space in particular, this level of authority can play an active role in attracting new prospects or investment and get you seen in places or areas you might not have considered. 

And with AI models scraping the internet for information from credible sources and publications, the value of articles and opinion pieces has notched up again. 

Here we pick out three B2B PR avenues that allow leaders to express their opinion, promote themselves and their brand, and encourage healthy debate. 

1. The opinion piece 

(a.k.a an op-ed, article, or thought leadership piece)

An opinion piece gives writers the chance to pen their thoughts on an industry topic and provide their experience, insights or advice on the matter. It’s the ability to be published in a reputable sector publication – even as an op-ed in a national publication – that immediately gives you and your brand a level of credibility and respectability. 

There are some differences between an op-ed and a thought leadership piece, as will be discussed in an upcoming blog in this series. But crucially, and uniformly, promotion in opinion pieces comes from how you talk about topical issues, rather than directly promoting your product or service. 

Once shared, the article will hopefully trigger discussions and allow you to further explain and solidify your position through LinkedIn comments, in-person events or when meeting new prospects – there could even be a follow-up opinion piece. What’s more, these articles are exactly the kind of content AI models like ChatGPT pull information from when scouring the web in response to industry-relevant questions. 

2. Letters to the editor 

A letter to the editor is the written form of debate; it gives people the opportunity to respond to any news or opinion pieces they have seen in a publication. Often only a couple hundred words, letters offer a succinct and agile way to quickly respond to a point of view. This includes counteracting a frequently-held position or piece of misinformation that is commonly perceived in your sector. 

3. LinkedIn articles

LinkedIn articles are a great way to write in greater detail on current sector trends and how your brand operates in the space. Essentially, they’re opinion pieces but housed on the platform. While it can make sense to follow similar practices used in writing an opinion piece, there is more scope to be directly promotional too (but it’s always worth noting that being too ‘salesy’ can turn people off).

A LinkedIn article can provide a bit more authority and depth than a post, but it still allows for comments and discussion to take place underneath it once shared. 

Your opinion matters 

Social media is still, of course, a vital means of promoting opinion pieces and news stories: it can amplify awareness like no other medium. But when it comes to B2B PR in particular, opinion pieces hold a clout and credibility that can enhance brand presence and attractiveness to other companies and investors. 

In our next few blogs, we’ll outline best practices for writing opinion pieces, the differences between different types of content, and why expressing your opinion matters. 

(When we talk about free speech, let’s be clear: there is a major difference between free speech and hate speech. No one should be legitimising language or rhetoric that causes harm to others on the basis of ‘free speech’.)