From Idea to Impact: How MMM Helps Clients use Op-Eds to Strategically Shape the National Conversation on Issues & Trends Related to Their Brand
- Christelle Philemon
- 6 days ago
- 4 min read
Op-Eds remain one of the most powerful ways leaders and organizations can shape public discourse. The longform style and inclusion in top outlets means you can share an in-depth message with media, a call-to-action and more context for the masses to digest.
By: Christelle Philemon, Jr. Publicist
Opinion writing can shape how the public understands an issue. A well-placed op-ed, or opinion piece submitted to and published by a news site, does more than respond to the news; it introduces new frameworks, elevates overlooked stories, and helps the public see problems in a new way.
Recently, MMM worked with Media 2070, a national organization focused on repairing media harm and creating fairer journalism practices, on an op-ed exploring the risks Black journalists have faced throughout history when documenting injustice and why the work of the Black press remains essential today. The piece highlighted a difficult but necessary truth that those who document injustice have often faced risks for telling the truth.
At MMM, we approach op-ed writing as a strategic process. The goal is not simply to publish commentary, but to help mission-driven leaders enter the national conversation in ways that move ideas forward.
What Your Op-Ed Should Be About: Identifying the Gap in the Conversation
Strong op-eds begin long before the writing starts.
Our team begins with extensive research and analysis to understand:
What conversation is already happening?
What perspective is missing?
How does this idea connect to the broader public right now?
This process helps identify moments when a client’s expertise or mission can meaningfully contribute to public dialogue.
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In the case of the Media 2070 op-ed, the broader national dialogue around media accountability provided an important entry point. Conversations about misinformation, trust in journalism, and the rapid growth of digital media are becoming increasingly visible.
Yet one key part of that story often remains overlooked: the long history of the Black press documenting injustice and the reporters who challenged powerful institutions or exposed racial violence frequently faced intimidation, harassment, or worse.
That gap created the foundation for the piece.
Translating Expertise for a Mass Audience
At MMM, we approach op-eds with the general public in mind.
Rather than focusing on language designed only for industry insiders, we shape narratives that help everyday readers quickly understand why an issue matters while using powerful "power ladder" language to speak to everyone. This means the op-ed connects with the general audience but is also still poignant for within your industry. For this piece, specifically, that meant grounding the story in the history of the Black press and connecting it to the present moment.
By highlighting the long tradition of Black journalists documenting injustice from the earliest days of the Black press to the present, the op-ed connects pivotal moments in history to the challenges journalists continue to face today.
Research from Media 2070 has documented how Black communities have often been excluded from media ownership and funding, even while Black journalists have played a crucial role in documenting injustice and informing the public.
The very journalists who have often risked the most to tell the truth have not always received the institutional protection or investment necessary to sustain their work. Bringing this reality into the national conversation helps audiences understand why structural change in media systems is necessary.
Why Strategic Op-Eds Still Matter? Public Narrative
An op-ed’s impact depends not only on the strength of the idea but also on how effectively that idea is positioned within the broader media landscape. At MMM, we help organizations move their ideas beyond internal conversations and into public dialogue. This means identifying the narrative angles that resonate with broader audiences and positioning those ideas within outlets that reach influential readers.
When done well, a single op-ed can:
introduce a new framework into the public space
Elevate underreported issues
Establish leaders as trusted public voices
Shift how the public understands complex challenges
Open the door to deeper conversations about policy, accountability, and reform.
Position your brand as the go-to solution
For founders, advocates, leaders, and organizations with bold ideas about the future and radical solution to today's problems, this type of visibility can be transformative.
When the right message reaches the right audience at the right moment, opinion writing can move conversations forward and open space for new solutions.
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