When our old friend David Meadvin recently wrote an obit for an even older friend — the much beloved op-ed — his hot take predictably set off a spirited debate among comms pros. Many nodded in agreement as Meadvin, a veteran speechwriter turned founder of the One Strategy advisory firm, argued that the op-ed had grown not only stale but obsolete in today’s fractured, crowded, and increasingly “go direct” media ecosystem. But others proclaimed his death declaration premature, contending that the op-ed still has value as a vehicle for getting attention.
In light of this divide, and the vital role the op-ed has played in the thought leadership game for the last half-century, we thought it might be interesting to go direct ourselves and survey our network of elite op-ed writers for their views. We asked them: Is the op-ed in fact dead? Have you turned to other instruments to tap into a larger conversation and demonstrate authority?
The data tells a traditional — and counterintuitive story. Yes, a small minority (8 percent) said that the op-ed should be given its last rites. But a majority (54 percent) of the communicators and editorial leaders in our survey response pool insisted that the op-ed remains useful. Notably, when queried about the best platforms for thought leadership, 13 percent STILL rated traditional media as the most effective tool for building thought leadership.
That said, newer platforms ranked higher with most of our wordsmiths and strategists. A quarter of them named LinkedIn as the most effective thought leadership platform. They also like podcasts: 20 percent rated them as “most effective” for thought leadership. One respondent speaks for others when pointing out that ideas matter as much, if not more, than platform. “Be selective and choose topics where you have real expertise, a unique perspective.”
One thing our network agreed on: where to place CEO thought leadership will always depend on the strategic context. In the survey, we asked a specific question about the best platform for the ideas of the top executive. Respondents overwhelmingly point to the benefits of using multiple channels. More than 70 percent would recommend a combination of platforms that could include LinkedIn, podcasts, and the traditional op-ed.
“Repetition is the key to recognition. Decide what you stand for, use that to craft a powerful, simple message, build a compelling narrative around it, and tell that story in as many platforms and media as you can. If you are consistent, over time, that will build influence—and some channels will naturally emerge as your ‘sweet spots,’” said one survey taker.
