With more and more media popping up, weblogs (blogs) proliferating and technological innovations bringing us mountains of news and information, one tried-and-true opinion forum remains at the forefront. It's the newspaper opinion-editorial, or op-ed.

Decision-makers and thoughtful readers tend to be fans of the op-ed page. There's usually nothing flashy about it. Ads are kept to a minimum. It's all substance - the heart and soul of a publication, and it offers a great opportunity to express your well-crafted views.

"Journalists pride themselves in fairly presenting both sides of the story. That's your opportunity. If you've got an opinion that you'd like presented, an 'op-ed' piece is well worth the effort," says Warren E. Clark, CEO OF CCI Marketing, a Chicago area PR and marketing firm. Contact the editor, or news director, Clark suggests, and see if they're willing to work with you. You may be pleasantly surprised.

One key rule is to make what you say unique, not an echo of another opinion you read. Op-eds don't respond to an article in the paper. That's a letter to the editor. Op-eds respond to events, decisions, something that's a current topic.

Keep it short. And try to develop a relationship with the op-ed editor in your local paper. It won't guarantee placement, but your piece is more apt to be noticed. At least call or email before sending it. "It's best to check with the editor in advance to query if he or she is interested in a piece on that topic," says David Klement of the Bradenton Herald. "We are inundated with unsolicited op-eds - I'd estimate at least 50 a week."

If you'd like to take a crack at the most elite and well-respected outlets like The Wall Street Journal, you'll have to follow strict guidelines. "We prefer that the submission be between 600 to 1,200 jargon-free words, typewritten, and double-spaced. A cover letter giving a brief summary of your article should be included along with the author's fax number, day and evening phone numbers, address or e-mail address if possible," says Tunku Varadarajan, editorial features editor for The Wall Street Journal. "If you would like for your submission to be returned please state that in your cover letter and enclose a self-addressed stamped envelope," he emphasizes.

Of course, you don't necessarily have to get into the top papers in the country. More often, an op-ed that runs in an appropriate local publication is all it takes to get the right people thinking. You'll also have less competition for space. Just write about what you know, and direct it to the folks you want to reach. That way, both you and the newspaper win.