‘Microskills’ for Writing for Non-Academic Outlets

Academic scholars — clinicians, researchers, and administrators who work at academic institutions and author manuscripts — commonly default to publishing in peer-reviewed and specialty-specific journals. Naturally, colleagues in the same field are a receptive and fitting audience for work-related content. What may not be appreciated is that these same authors are particularly well-equipped to write content for a broader, non-academic audience. This can include both national and trade news publications.

The traditional pathway for establishing expertise and achieving promotion upholds a status quo that largely relies upon publication in academic outlets. As a result, the positive aspects of writing for non-experts, or a general audience, is not commonly discussed as a means to establish expertise amongst peers. In this article, we share the positive impact of writing for non-academic outlets, and the microskills to help you do so.

Impact of Publishing in Non-Academic Outlets

In 1996, educator Ernest Boyer, PhD, defined the “scholarship of engagement,” wherein university communities need to connect their internal, academic discussions to wider, disconnected communities. It emphasizes the active involvement of scholars with communities and organizations to address real-world problems. And in doing so, academics may communicate in a way that benefits society.

Beyond benefiting society, there is a professional development argument for publishing outside of academic outlets. Writing for a broader audience establishes expertise on a broader and deeper scale. The audience you reach grows as you share content outside a selective audience limited to your area of expertise. This new network opens opportunities for collaboration and invitations to speak, and positions you as a thought leader in different industries.

There are technical reasons to pursue this form of writing too. The review and publication process moves more quickly than in academic journals. Time-sensitive articles are digitally available without institutional review board approval, grant funding, consenting and enrolling participants, or stringent data analysis. A single opinion editorial or perspective article can take as little as a few days or weeks to move from ideation to print.

Writing Strategies for Non-Academic Outlet Publication

Diversify where you publish: Similar to academic outlets, familiarize yourself with publication options. Read the articles and op-eds in news outlets or magazines to learn about the content they seek, the format they follow, and the formality of voice they select. Click the hyperlinks to see common reference sources used, if any. Carefully review and follow the author guidelines, if available on a website. Check for a suggested article length: the range commonly varies from 750 to 1,500 words. Aim for high-impact outlets and stay realistic by creating a list of three to five potentially fitting venues for your piece.

Pick topics that enthuse you: If your content is deeply interesting to you, then the reader will sense your excitement. If you lack passion, the article may fall flat. Ask yourself: which topics do I mull over incessantly; which ones keep me up at night, bring me joy, or create awe? Lean into your curiosity for unexplored topics.

Curate an angle: After selecting a topic of interest, research what has already been published. Find an angle that will make the article fresh and distinct. If your take is not unique or specific, your piece might prove difficult to publish.

Capture the time-sensitivity of a topic: Articles are either time-sensitive or evergreen. Time-sensitive articles relate to a current event or recent research article. Evergreen topics withstand time, remain relevant, and continue to generate interest. In our experience, non-academic outlets are often interested in time-sensitive opinions written by subject matter experts.

Determine who is writing the article: As the first author of any paper, you should decide if you are writing solo, with one writing partner, or with a team. Looking to share an experience and help someone gain confidence? Invite someone to join you in writing. If you decide to write with people, consider their writing experience. Writing with someone less experienced is a way to mentor. Writing with someone more experienced (or experienced in a different field) is a way to learn, gain experience, and shape your craft. Don’t know the person? PubMed search their name, read their institution’s website, Google them. Be mindful of creating an inclusive writing group. For instance, women have fewer first and senior author roles in commentary pieces, so consider the team make-up and what author positions they hold.

Drafting and editing: There are many ways to improve your writing skills. Consider online resources (e.g. videos, taking a class, reading books, and speaking with other writers), and be sure to follow the common advice to write in a straightforward and concise manner. The topic should be captivating, but the style need not be flowery or embellished. Use clear and specific examples. Write in your authentic voice. Be cautious with artificial intelligence (AI) as it may lose your authentic voice. Additionally, if you use AI tools for drafting the document, be prepared to disclose to the editor in what capacity they were used.

In editing what you’ve written, ask yourself, “What can be said more simply?” We liberally share our drafts with friends or peers, and ask them for honest feedback. When taking this approach, ask them to poke holes in the piece, highlight counterarguments you have not considered, flag anything potentially offensive, and note points that are unclear.

Pitching the article: There are a few ways to pitch. Pitch an idea or topic and then write. Or write first and pitch a complete draft. We typically write a near final draft of an article before sending it to editors. However, we have also found editors open to being sent early and brief pitches. No matter if you’re sending just a pitch or a pitch with a full draft attached, keep the pitch short, informative, and clear. Sometimes a publication’s guidelines will indicate if they prefer brief pitches or a full draft — take this guidance seriously.

Waiting for response: Some outlets have a submission form and many have an email address. Know that you may not hear back at all. If we have not heard from an editor or submission site after 1 week, we typically send one follow-up email in case it was missed in their inbox. On a handful of occasions, this proved important and we were accepted for publication. If there is no response to the follow-up email in 1-to-2 business days, move to the next outlet.

Market your article: Once an article is published, there is more work to do. Share the piece widely with your network: your supervisor, department, hospital newsletter, and public relations office. Share article highlights with your audience on social media. Pitch yourself to podcast hosts to speak about the article, share your perspective, and demonstrate your expertise.

Publishing in non-academic outlets is rewarding and the experience builds your credibility as a thought leader. We believe that people working in academia have the appropriate credentials and an important voice to publish in non-academic outlets. Now more than ever, we need trustworthy sources sharing science and evidence-based opinions with the general population.

Adaira Landry, MD, Med, is an assistant professor at Harvard Medical School and an emergency medicine physician at Brigham and Women’s Hospital in Boston. Resa E. Lewiss, MD, is a professor of emergency medicine at the University of Alabama at Birmingham. She hosts the Academic Emergency Medicine Education & Training podcast, and her own podcast, The Visible Voices Podcast, amplifying content in the healthcare, equity, and current trends spaces. Landry and Lewiss are co-authors of MicroSkills: Small Actions, Big Impact.

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