Former New York Times journalists - Trish Hall, Elissa Gootman and Tim Race -deconstruct how the most effective bylines persuade and influence. They analyze memorable essays from the Times and other publications and reveal the powerful persuasive techniques these bylines used to meaningfully influence perspectives and behavior. The conversation also explores how the conventional OpEd rules do - and don't - shift when the editors and writers move from a newsroom to corporate communications.

0:32 - Speaker Introduction

1:24 - Memorable Business Op Eds

4:30 - Taking Business Op Eds from Bland to Brave

9:10 - Similarities between Journalism and Executive Byline Writing