Reincarnating your opinion piece

In this third and final part, let's look at what do to if your piece is rejected, as well as how to maximise the impact of your content.

Rejection

"Eep! My opinion piece has been rejected!" As we know, in the PR game, this happens. Even the most beautifully crafted, succinct, eloquent prose can be turned down for reasons out of your control.

If your target publication has rejected the piece, feel free to submit it to the next most appropriate publication on your list, or to re-use it in another way.

Alternatively, if the first journalist you pitched is just sitting on the piece, you are not over stepping the mark at all by contacting them and asking if they want to use it, as they have been offered the article on an exclusive basis.

Ways to extend

Either way, there are a number of ways of extending the life of your opinion piece beyond a single publication.

1. Tip off other media such as radio or TV, so that when the piece appears, they can arrange a follow-up interview.
   
2. Once the piece has appeared, publicise its publication via social media and on your and your client's online platforms. Spark a debate within your community.
   
3. Cut up the opinion piece and use excerpts as quotes in other press releases or articles.
   
4. Add the article to your client's sales team's collateral. Material such as published opinion pieces is a great credibility enhancer (just check the copyright rules of the initial publication first).
   
5. Use the article in your supporting documentation when pitching a client for a speaker slot, or in an award submission.
   

Executed well, an opinion piece can be one of the most effective PR tactics you have in your arsenal, generating coverage in a strategic title and then continuing to work for you in the shape of spin-off coverage on a variety of other channels.

For more:

• Bizcommunity: [The ready-made feature I] Opinion pieces make your client shine by Vanessa Clark
  
• Bizcommunity: [The ready-made feature II] How to successfully pitch opinion pieces by Vanessa Clark

See also:

• Bizcommunity Press Office: If you're content, we're content
  
• Bizcommunity: How to contribute to Bizcommunity, from op-ed pieces to news
  
• Bizcommunity: B2B magazines need to up their game by Angelo Coppola