Bret Devereaux

First, for someone who is early career - entering a PhD, still in the PhD, or earlier than that - my first bit of advice is to write a lot (or if you're going to make videos, or do podcasts, whatever your public engagement is, start doing it).

Lots of small projects are better than trying to put together your magnum opus on the first go, because everything improves with practice. So start practicing with small projects that have short(ish) turn-around.

Second, mind your audience. I already see y'all looking over your shoulders at the doktorvater, the advisor, the colleagues. If you are going to write for the public and succeed, you need to write for the public. Don't write for your colleagues *at* the public.

That goes for both style and content. Too many academics write for their colleagues and then wonder why no one will run their pieces or no one reads their blog or webzine. Interesting writing is an art, but one that can be practiced.

The next thing to think about is if you are aiming to use other people's platforms or build your own platform. If you are planning to publish on someone else's platform, *make*them*pay*you.*

Going rate for the bog standard 1,200 word think piece is around $300. Longer pieces pay more. Too many academics, esp. junior ones, make themselves free labor for magazines, etc. If you are building their platform, make them pay you.

The exception to this rule is if you are doing something that aims to get attention for your other work or platform (e.g. you are using their audience). But then you want to be very sure that you are gesturing back in that to the project you want them to know about.

Have an idea? Write a draft, polish it carefully, pitch it at the publication of your dreams. When they pass on it, drop down to the next choice until someone takes it. Now you have a byline. Amend your next pitch to note that your words have appeared in print at X.