A strong op-ed combines a clear argument, verifiable evidence, a credible author, and a timely perspective. For organizations and executives seeking media coverage in Africa, understanding what editors want is essential to getting an opinion piece published and building thought leadership.
An op-ed that African editors are likely to publish makes one clear, debatable argument, states it early, and supports it with evidence readers can verify. It should run approximately 700 to 900 words for many target publications, although editorial guidelines vary. The author must also have relevant expertise or experience that gives them standing to make the argument.Pieces that describe an issue without taking a position are among the most common reasons opinion submissions fail.An op-ed is not an article about your organization. It is an argument, written by a named person, that a reasonable reader could challenge.That distinction should guide every stage of the writing process.
1. Make one clear argument
One op-ed should make one central argument, not attempt to cover three different subjects. Before writing, complete this sentence in 12 words or fewer: “I am arguing that…” If you cannot complete it clearly, you probably have a topic rather than an argument. Consider the difference between these two statements:
Topic: Education matters for Africa’s development.
Argument: African governments should redirect some scholarship funding toward strengthening domestic higher education institutions.
The first statement describes a widely accepted idea. The second proposes a course of action that readers can debate. A strong op-ed takes a position, explains why it matters, and gives readers a reason to reconsider their assumptions. This is what makes opinion writing valuable to editors and audiences.
2. State your argument immediately
An op-ed has very little time to capture an editor’s or reader’s attention. Your main argument should appear in the opening paragraph, ideally within the first two sentences. Avoid beginning with several paragraphs of background information. Do not make readers work to discover your point.
A useful structure is straightforward:
- State your argument.
- Present evidence that supports it.
- Explain the implications for the reader, industry, or public debate.
- Close with a conclusion that reinforces your position.
The opening should establish what you believe and why the issue deserves attention now.
For example, an op-ed about digital misinformation in Nigeria could begin with a specific argument about the responsibility of political parties, technology platforms, or regulators. The writer can then support that position with credible evidence and practical recommendations. The goal is not to sound controversial for its own sake. It is to make a clear, defensible contribution to an important conversation.
3. Support your argument with verifiable evidence
Opinion writing still requires research. A persuasive argument without evidence is simply an assertion. Every substantive claim should be supported by credible information. This may include government data, peer-reviewed research, industry reports, official statistics, or documented case studies. For an op-ed about African markets, use evidence that reflects the relevant country, industry, or community. A statistic about Kenya’s digital economy may not adequately support a claim about consumer behavior across the entire continent. Accuracy matters as much as relevance. Check the original source, publication date, methodology, and context before using a figure. Evidence also makes an op-ed more useful to journalists and other commentators. A well-supported argument can contribute to future reporting, policy discussions, and industry analysis. The strongest opinion pieces combine a distinctive point of view with evidence that readers can independently verify.
4. Keep the op-ed within the publication’s word limit
Length is part of editorial discipline. A target of 700 to 900 words is a useful starting point for many opinion sections, but it is not a universal rule. Some publications accept shorter pieces, while others have different requirements. Before drafting, review the publication’s submission guidelines. Check its preferred length, formatting, author requirements, and editorial focus. A submission that substantially exceeds the requested word count can suggest that the writer has not considered the publication’s needs. Edit every paragraph for purpose. Remove repeated arguments, unnecessary background, and sentences that do not advance the central claim. Concise writing does not mean oversimplifying an issue. It means making every sentence earn its place.
5. Choose the right author for the argument
The author’s name and professional standing matter almost as much as the writing. Editors need to understand why this person is qualified to make the argument. A clinician discussing healthcare delivery, a founder examining their industry, or an economist analyzing fiscal policy has a clear basis for contributing to those conversations. An executive writing outside their demonstrable expertise may struggle to secure publication, even when the draft is well written. For corporate thought leadership, the byline should reflect genuine knowledge, professional experience, or a meaningful connection to the issue. The author’s biography should reinforce that credibility without becoming a promotional pitch. A short, relevant description is usually more effective than a long list of achievements.
6. Connect the argument to a timely issue
Editors receive opinion submissions competing for limited space. A strong argument becomes more attractive when it connects to a conversation that matters now. This could be a new policy announcement, a major industry report, an economic development, a regulatory decision, or an upcoming national debate. For example, an article about artificial intelligence regulation in Africa may be more timely when a relevant policy proposal or industry development brings the issue into public discussion. However, timeliness should not come at the expense of substance. A piece must offer a meaningful perspective, not merely repeat the news. Before pitching, ask yourself: Why should this publication run this argument now? If you cannot answer that question clearly, reconsider the framing or wait for a stronger editorial opportunity.
7. Understand why op-ed submissions get rejected
A well-written article can still be declined if it fails to meet editorial expectations. These are six common reasons an op-ed may be rejected. It describes rather than argues. The piece explains an issue but offers no clear position or original insight. It reads like advertising. Repeated references to the author’s company, services, products, or achievements weaken editorial credibility. The author lacks relevant standing. The writer has not demonstrated the expertise or experience needed to make the argument convincingly. It is too long. The submission ignores the publication’s word limit or editorial guidelines. It lacks timeliness. The article offers no compelling reason for publication at that moment. It is submitted to multiple publications simultaneously. If a publication expects an exclusive submission, sending the same piece elsewhere can damage the relationship with its editors. The solution begins before the first draft. Research the publication, choose an appropriate author, establish a clear argument, and edit against the outlet’s requirements.
8. Pitch the op-ed strategically
Getting an opinion piece published requires more than sending a finished article to a newsroom. Start by identifying publications whose readers would benefit from the argument. Review their opinion sections to understand their subject preferences, editorial tone, and typical article length. Where possible, identify the editor responsible for opinion, commentary, or the relevant subject area. Your pitch email should be concise. Include a compelling subject line, a short explanation of the argument, why it matters now, and why the proposed author is qualified to address it.
Follow the publication’s submission guidelines. If it accepts complete drafts by email, include the article in the message or submit it through the specified channel. Do not assume every publication requires exclusivity. Check its policy before submitting. Where an exclusive review is requested, agree on a reasonable response window, such as three to five business days if the editor accepts those terms. If the article is declined, consider whether the framing, evidence, or publication choice needs improvement. Revise the piece for the next outlet rather than repeatedly sending the same unsuitable draft. For organizations seeking African media coverage, this targeted approach is more useful than mass emailing editors with identical pitches.
9. Understand the long-term value of a published op-ed
A published op-ed can deliver value beyond its immediate readership. It creates a searchable record of the author’s expertise and establishes a public position on a relevant issue. It can also support media interviews, speaking opportunities, industry partnerships, and future commentary. For companies, this makes op-ed placement an important part of a broader thought leadership and executive positioning strategy. However, publication alone does not guarantee influence. The argument must be relevant, the author credible, and the article connected to the organization’s wider communications objectives.
At Bloomwit Africa, we develop and place thought leadership content across African and international publications. Our approach connects editorial strategy, expert positioning, and media engagement to help leaders contribute meaningfully to the conversations shaping their industries. The objective is not simply to get an article published. It is to build credible voices that editors, industry peers, and decision-makers have a reason to listen to.
Is your organization ready to turn expertise into published influence? As the best PR agency in Africa, Bloomwit Africa develops and places opinion pieces across African and international publications. Contact Bloomwit Africa to get your thought leadership published.
