As is their namesake, opinion pieces are about opinions, something which can, ironically and often unintentionally, go missing in articles by tech leaders. The issue can be that so many people get involved in writing a piece that the opinion – which is meant to come straight from the horse’s mouth – becomes massively diluted.
So, here are a few quick pointers for tech leaders and companies to bear in mind that can help bring out the opinion in an opinion piece.
Share your own thoughts and expertise
The best opinion pieces talk about the issue at hand. They tap into personal experiences and knowledge to explore the latest industry trends, like commenting on why so many cyberattacks are taking place or how a new piece of regulation could impact (or not) a sector. Your opinions might not always fall in line with brand guidelines, but often that’s what makes them readable.
Yet we’ve seen instances where people send across vague, AI-generated insights over their own. If you need to use AI models to refine and embellish your points, that’s fine, but make sure they come from your own thoughts. The best approach is to write some bullets yourself or jump on a call and talk them through.
Balance the argument
This is where the difference between PR and marketing can really show. There is a line of sorts to tread – there is messaging to adhere to that represents the brand, the product and, indeed, the leader writing the piece. But we all know how grating it can be when we read an article that incessantly preaches a product down your throat. You’re writing for your audience, not for marketing.
You can discuss how your technology or service can solve industry problems without directly promoting it. Place this in the context of wider industry trends and developments and form a balanced argument, and don’t be afraid to explain the pros and cons. Talking about other innovations in the sector comes across well and actually shows you’re confident in your own offering.
Be aware: too many writers spoil the writing
The writer writes and shares the article with the client. An editor from the client’s side edits a sentence. Another editor edits this same sentence again, which is subsequently tweaked by a third member of the team. Then a fourth editor, the author, who isn’t aware of the previous changes or context of discussions, asks why an item is missing from the sentence – an item that was there originally but has since vanished in the flurry of edits. A copywriter’s nightmare.
More importantly, too many different voices means a piece can lose its coherence, tone of voice and personality. After all, it’s an opinion piece expressing the views of the author, not a team. The best approach has a writer working directly with the business leader who will author the piece to gain their insights, or has these insights passed directly over to them by the PR team. Then, ideally, one or (max) two team members review the piece from the client’s side.
Editing and edits can enhance articles if there is a streamlined approach. But generally, you don’t want more than two other people reviewing the piece.
Your opinion drives the narrative
Opinion pieces can require a lot of thought, research, and writing skill. The most readable and engaging articles are the ones that express an author’s opinion clearly and strongly. A couple of shrewd editors can strengthen this viewpoint. When too many writers come to the table, however, that clarity can dissipate.
To learn more, get in touch with the team.
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