How to Amplify Opinion & Commentary in Today’s Altering Media Landscape

By: Ashley Pratte Oates, Senior Vice President

With a recent slew of opinion sections across high profile news publications shuttering their verticals to outside submission, many are left wondering where and how to voice their opinions or to more broadly disseminate their message.

At The Herald Group we’ve seen this trend evolve and have developed several new strategies to help clients better amplify their narratives and messaging in this changing media environment. Through smart and strategic approaches using alternative technology and communications tools, there are alternative and highly effective ways to voice the opinions of subject matter authors and organizations.

One pivot we’ve recommended to clients is to begin publishing longer LinkedIn “articles” that allow for more visibility and traction among more curated and tailored audiences that are interested in the type of content they are publishing. These longer form pieces provide opportunities for much-needed thought leadership on a wide variety of topics across various industries.

This strategy seems to align with the data as Axios recently reported the following on the rise of LinkedIn articles and opinions:

• The site has seen a 23% increase in posts from chief executives in the past year, leading to a 39% increase in followers for CEOs.

• On average, posts from CEOs receive eight times more impressions and four times more engagements than other posts, according to LinkedIn data shared with Axios.

The data is impressive especially when it comes to the impact CEO and C-suite content can have when self-published on the platform. What’s more, these LinkedIn articles can be published in a timely manner rather than waiting on an editor to approve the content and organizations and the respective authors can promote and boost their content via LinkedIn and other social media platforms for even more traction.

While LinkedIn is certainly no stand-in for getting a byline in the New York Times or Wall Street Journal, it is still highly credible and highly targeted to intended audiences and should be part of a public relations strategy in a time where opportunities to self-publish in mainstream media outlets are dwindling.

Additionally, self-publish sites such as Medium allow for visibility of opinion pieces and thought leadership commentary. Platforms like Medium exist beyond social media sites and generate a shareable link that can then be promoted with an ad spend via social media platforms such as Facebook and X, but also through content syndication and display advertising channels via Google.

Another strategy we often recommend to clients is to localize an opinion piece as much as possible since there are ample opportunities in the local community and state newspapers across the country. Unless the author is widely known nationally, this strategy works best when there is a direct tie back to a specific geography that would make the editorial team likely to publish the piece. The Herald Group often taps into its grassroots network to work with local advocates who are aligned on key issues and want to share their opinions by helping to educate them on how to write and submit impactful articles.

Just as important as getting an author’s perspective “out there” is ensuring that it is seen repeatedly by the right people to ensure the message resonates. Content syndication, display, and social promotion campaigns are great ways to further increase visibility of published content but also to broadcast among relevant and target audiences that are more uniquely interested or receptive to the content.

In the same way that we saw a shift from print publications to the rise of digital newspapers, we are now amid another shift as the news industry begins to pivot in an ever-changing and dynamic political landscape. Instead of readers and viewers simply coming across news and commentary of interest, or even looking to find specific content, effective media strategies today must also include tools and tactics that help to find and engage them directly.  

No matter the size of your organization, business, or brand, The Herald Group remains committed to bringing smart and customized public affairs strategies to help promote and amplify our clients’ messaging in a way that will cut through the noise. Let’s talk!