Building influence through an op-ed when opinions aren’t your thing

Picture this: you’re sitting at your desk, staring at a blinking cursor on a blank document. The brief is clear – write a thought-provoking opinion piece that positions your company as a leader in its field. But there’s one problem: you don’t feel strongly about the topic. 

Your mind races with questions: Do I need to have a hot take? Will anyone care if my perspective isn’t groundbreaking? You’re not alone. For many marketing and comms professionals, the challenge isn’t finding something to say — it’s figuring out how to say it when you don’t feel naturally opinionated. 

One of the biggest misconceptions about opinion pieces is that they require you to take an extreme or aggressive stance or adopt a provocative tone. It’s easy to feel pressure to deliver a bold declaration, when in fact, some of the most effective opinion pieces are rooted in measured responses and well-reasoned arguments. The most persuasive opinions often sit in the grey areas where complexity and nuance reign. For writers, this approach can feel like a natural fit, especially when your role is to reflect the multifaceted realities of your industry. 

Multiple perspectives 

Nuanced persuasion starts with acknowledging that there’s rarely a single, definitive answer to the issues shaping your sector. By exploring multiple perspectives and addressing potential counterarguments, you can demonstrate thoughtfulness and depth, positioning your piece as a balanced, credible voice in the conversation. This isn’t about hedging your bets — it’s about showing that you understand the bigger picture. 

For example, rather than arguing that one technology or strategy is definitively better than another, you might compare their benefits and limitations in different scenarios. You can invite readers to consider a more layered perspective, guiding them to make their own informed conclusions.  

This approach not only builds trust with your audience but also sets you apart from the noise of oversimplified, clickbait-style content. By leaning into nuance, you show that your opinions are not just informed but also adaptable to the complexities of your industry. 

Opinionated not shouty 

Really, the key is to reframe the way you think about opinions. Being opinionated doesn’t mean shouting the loudest; it means having the confidence to share a perspective, even if it’s nuanced or exploratory. This often means shifting the focus from “what do I feel strongly about?” to “what insight or expertise can I share that’s meaningful?” By anchoring your piece in industry trends, challenges or emerging opportunities, you can deliver value without having to push a controversial agenda. 

This isn’t to say that a strong opinion is bad; quite the reverse – it might well be the holy grail that you are seeking. But arriving at that position doesn’t mean you have to take an aggressive or confrontational tone, although very occasionally that might be the right position. Collaboration is the way most of the world has been built, after all.  

The strength of an opinion piece lies not in the force of its declaration but in the depth of its perspective. Writing with intention – anchoring your ideas in research and addressing different angles – allows you to stand out as a credible voice. Even if you don’t feel naturally opinionated, you can still craft compelling narratives that position you and your organisation as thoughtful leaders in the field. 

So, the next time you’re faced with a blank page, remember; opinion writing isn’t about having all the answers. It’s about showing that you’re asking the right questions. 

Richard Stone is the founder of technical PR agency Stone Junction. 

Read Richard’s blog, Avoiding the fat finger of AI.

Further reading 

PR is a profession... not someone 'just chatting to the media’
Advice I would pass onto PR professionals 
25 years of change for PR agencies… from metrics to social media