This document discusses op-eds, including what they are, why write one, and how to write and pitch one. It notes that op-eds are commentaries or editorials usually published in media outlets and relate to current events. It provides tips on structure, such as having a hook and main argument in the opening paragraph. It also discusses where to target publications, from top tier outlets like the New York Times to second and third tier national publications. The document reviews elements of persuasive writing and rhetoric that can make op-eds effective.

1. The Future Earth Pop Up Webinar series:
OpEds
Owen Gaffney and Ninad Bondre
November 2015
@owengaffney
@Ninad_Bondre

2. What is an oped?
Why write one?
Where can you publish it?
How do you write one?
How do you pitch it?

3. Commentaries, opinions, editorials
• All media including science media have “op-eds”
• Often most read section
• Usually about 800 words
• Usually relate to a big event in the world –
environmental catastrophe, financial crisis, climate
summit, World Water Week
• Usually finish with some sort of demand or “ask”

9. Why write an op-ed?

10. Influence opinion
(thought leadership)

12. Media
Top tier:
• New York Times
• Washington Post
• Guardian
• Financial Times
• Project Syndicate
• Science, Nature,
New Scientist, SciAm

15. Media
Second tier:
• Huffington Post
• Telegraph
• Independent
• World Economic Forum

16. Third tier (mainly national reach)
• Times of India
• DN, SVD
• Suddeutsche Zeitung
• FT China
• Le Monde
• Sydney Morning
Herald

17. Writing an op-ed

18. Clarity of writing follows clarity of thought
The Economist Style Guide
(Have a single, focused idea)

19. Structure
• Hook plus main argument
(1-2 para)
• 1st supporting statement
with facts
• 2nd supporting statement
• 3rd supporting statement
• Anticipate criticism
• Solutions
• Conclusion wrapping up
connecting to the
beginning

20. Six essential components of a
persuasive speech (Cicero)
1. Angle/frame to grab
attention/state the issue and
that you have a solution
2. Vivid narration of the facts
3. The current areas of dispute
4. Evidence supporting your
argument
5. Refutation
6. Conclusion and call to action

21. The art of persuasion (Rhetoric)
Research
Facts
Statistics
Benefits
Arguments
Narrative
Emotion,
passion (positive
and negative)
Connect with the
audience
Personal anecdotes
Empathy
Credibility/authority
Respect
LOGOS PATHOS ETHOS

22. Structure
Or, just go with a list.

24. The opening paragraph
• Short, simple sentences – 25 words max
• Grab attention
• Topical
• Strong opinion

25. As efforts ramp up to design metrics and
indicators for water-related SDGs, it is
prudent to be aware of and consider
the invisible processes of water flows
globally. It is important to distinguish
between blue and green water flows.

26. California is no stranger to droughts; but
the Sierra Nevada snow that provides
essential water to the state is at a 500-
year low, according to research out this
week. The population of almost 39
million people is beginning to feel the
pinch.

27. In sub-Saharan Africa half a billion people
face severe water shortages. While wealthy
countries can manage water challenges
easier than the poorest, in the 21st century we
need a transformation in water-management
policies if we are to feed a population of nine
billion people by 2050. Not least because
humans are changing the global water cycle.

28. Every sentence should make the
reader read the next sentence.
Each word should make the
reader read the next word.

29. Paul Krugman
‘This just in: saving the
planet would be
cheap; it might even
be free. But will
anyone believe the
good news?’
NYT, 18 Sep 2014

30. George Orwell’s guide to writing
(the opposite to academic writing)
1. No over-used metaphors,
similes or figure of speech
2. Short words rather than long
3. Always cut words
4. Never use passive where you
can use the active
5. Never use a foreign phrase, a
scientific word or jargon
6. Break these rules rather than
say anything outright
barbarous
See also, Strunk and White’s “The Elements of Style”

31. Non-linearities
Earth system
Regime shift
Resilience
Social-ecological system
The Anthropocene Bubble

32. No over-used metaphors, similes or figure of speech
• Canary in a
coalmine
• Missing a piece of
the puzzle
• Draw a line in the
sand
• ‘Level playing field’
See also, Strunk and White’s “The Elements of Style”

33. Iron Curtain
Cold War

34. Metaphor
Definition: A word or phrase applied to
an object or action to which it is not
literally applicable.

35. Metaphor
Virtually all of our abstract
conceptualization and reasoning is
structured by metaphor.
Cognitive Science

36. People remember metaphors
“The German people blindly accepted
Hitler’s dangerous ideas.”
“The sheep followed the leader over the
cliff.”

37. More metaphors
• A safe operating space
• Planetary boundaries
• Nature is sending invoices back
• Planetary machinery
• Tipping points
• Ecological footprint

38. A forest of metaphors
• This oath is taken amidst gathering clouds and raging storms.
(Barack Obama)
• We have our foot on the accelerator and we are heading for
an abyss. (Ban Ki Moon)
• The earth is being scorched by the flames of himsa. (Mahatma
Ghandi)
• Waiting in the wings.
• At a crossroads.

39. The rule of 3s
• Friends, Romans, countrymen
• We came, we saw, we conquered
• Blood, sweat and tears
• Faith, hope and charity
• Stop, look and listen
• Sex, lies and videotape

40. Repetition
For us, they packed up their worldly possessions.
For us, they toiled in sweatshops.
For us, they fought and died.
This is the price of citizenship.
This is the source of our confidence.
This is the meaning of liberty.
Barack Obama 2009

41. Repetition
We will fight them on the beaches.
We will fight them on the landing grounds.
We shall fight them in the streets.
We shall fight them in the hills.
We will never surrender.
Winston Churchill

42. The Future Earth Pop Up Webinar series:
OpEds
Owen Gaffney and Ninad Bondre
November 2015
@owengaffney
@Ninad_Bondre