If there is one type of content whose popularity never wanes, it is the opinion piece. And its success is by no means insignificant: for businesses, it is often seen as a prestigious showcase for professional expertise or sector-specific knowledge. For agencies, it enables them to secure media coverage whilst reinforcing their client’s authority and legitimacy. In theory, the opinion piece symbolises a trial by fire for any brand venturing into public relations. In reality, it is (also) a boost to the ego of the person who writes it.
These attributes make the opinion piece a highly sought-after format and instinctively position it as the trump card to be played to generate brand awareness. However, as with any communication practice, nothing is ever quite that simple.
Undoubtedly, the opinion piece will continue to be a successful exercise for those who bring a unique and strategic perspective to a given subject. But it remains a tool in the service of a well-constructed argument, which does not hold a monopoly on opinion. There are so many other ways to make one’s voice heard, which, moreover, can bring brands even closer to their audiences. ‘3 Questions for an Expert’, participation in round-table discussions and podcasts, and in-depth interviews are all ways of engaging in conversation with opinion leaders. But tools remain just that: just as science without conscience is but the ruin of the soul, so too is opinion without substance nothing but a waste of time (and credibility).
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