Writing Opinion & Explainer Pieces for Lay Audiences

Make Sure You Have Something to Say!

Opinion pieces should call attention to something, warning about a potential harm, or call for action where you think something should be done (or stopped).
Explainers coalesce current knowledge on a topic that’s in the news or important to everyday life, or explaining something in plain English that you think laypeople need to understand.
Either way, you need to know in advance what’s the “big idea” you’re trying to get across, and what three key points or facts you’ll use to support that central message.

Read items already published by the opinion sections of the outlet to make sure yours fits
Do you want to reach a regional, statewide or national audience? Does your topic relate to something in the general news, or news in a particular industry? Is it important for general readers, or do you want to reach certain clinicians, or people who work in policy or business?
Does the outlet have a length limit? Do they want a “pitch” before they give you the green light to write, or do they want a pre-written piece? Will they ask for edits or write the final headline?
How timely is your piece, and what is the outlet’s standard for timeliness in letting prospective authors know if they’re interested? How long can you wait before taking it to another outlet?
Will you want to republish it, or encourage others to republish it, later? Some outlets retain copyright on something they publish, others allow sharing with attribution.
Does the outlet allow commenting, and will you be able to read & respond to initial comments?

Start from the standpoint of “why should the layperson care?” (or the audience of the outlet)
Always keep in mind what their knowledge level is, how you can crystallize information for them
Use active verbs, analogies, anecdotes and cultural references. Have a powerful opening paragraph to capture their attention and keep them reading.
Base your claims/arguments in evidence from your research and research by other credible sources. Add links if the outlet allows this.
Tell them what you think the reader (or the people who represent them, treat them or work in their government agencies) should do, or keep in mind for future.
Put their interests before those of more technical audiences you might reach.

(some links shortened for easy access; capital/lower case matters)