Building Credibility Through Bylined Articles

As if making sure your company runs smoothly on an operational level isn't responsibility enough, as a business owner, you're probably overseeing all aspects of your company's public relations program, as well.

PR can keep a company above water when times are tough and help the business soar during a fair-weather economy. It's a matter of knowing how to put PR to use that makes sticking with it-through good times and bad-worthwhile.

Most people think of PR as the practice of sending out press releases to as many media outlets as possible in the hopes that something will "stick." Although it's commonly practiced, it's not the most strategic approach. A much more effective approach is to position your expertise through bylined articles.

Think about it: An article that's written under your name (or byline) is 100% message and will reach the audience you're seeking. It's not an ad, because it appears in the editorial pages of a publication you've targeted and thus, carries a different (and valuable) sort of credibility. To help you tap into their power, here are the five Ws of bylined articles.

What they are Bylined articles are essentially articles written under your name and are a vehicle for you to flex your industry-knowledge muscles. The material in these articles should be presented in a way that demonstrates discreetly what makes you an expert in your particular field. Three of the most common types are Op-Ed contributions, trend articles, and "how-to" pieces.

Op-Ed pieces: These are so named because they appear "opposite" the "editorial" page. Op-Ed pieces position the author's point of view on an issue or trend.

Trend articles: This type of article is typically a discussion of a current or burgeoning trend with the potential to affect either the public or a specified field. These are generally more informational and less opinionated than an Op-Ed piece.

How-to pieces: Somewhat self-explanatory, this type of article offers the reader information on "how-to" perform a task, achieve a goal, etc.

Who benefits from creating such articles Anyone who aims to be positioned as an expert in his or her field can utilize this approach. Keep in mind most publications don't accept bylined articles submitted by vendors because of their tendency to "sell" rather than inform. To overcome this obstacle, the sales message must be discreet, if in the article at all.

Why they are important Bylined articles are an excellent way to showcase the knowledge and expertise that make you stand out in your field. The fact that the publication thinks enough about your message to run it on the editorial side gives your article third-party credibility.

Another consideration is their long-term power as marketing tools. Article placements can be incorporated into your marketing materials and posted on your website for visitors to browse, or even e-mailed to prospects.

Where they are accepted Many consumer dailies accept Op-Ed pieces, particularly by well-known authorities (academics or authors, for example). Other media outlets, like the professional or trade press, often solicit informational or instructional bylined articles, and opinion pieces, as well. The latter category is also an excellent option because they can be targeted by their reading audiences ? who are your buying audiences.

When they are appropriate Bylined articles will almost always find a home, particularly if they are rounded out with current examples and offer a perspective that advances what's already been written on the topic. However, for articles responding to a current issue or trend, timeliness is critical.

Using bylined articles as a public relations tool is rising in acceptance as a more strategic and focused approach to help build a brand over the long term. It takes time to put this sort of program in place yet the return on investment will prove this out as a viable adjunct to the more commonly practiced forms of public relations.

Sally Saville Hodge is president of Hodge Communications, Inc., specializing in strategic public relations and marketing communications for businesses, entrepreneurs and professional associations. Formerly an award-winning financial journalist, she brings over 30 years experience to client engagements. Subscribe today to Communic@te! our free bimonthly e-newsletter and get a free special report: "Using Buzz To Create a Groundswell For Your Business." Visit http://www.hodgecommunications.com

---

Is This Any Way to Run Your PR?

You bet!Especially for business, non-profit and association managers who REALLY... Read More

How About MANAGING Your Own PR?

It's one thing for a senior manager to approve story... Read More

Where is the Best PR Value?

Wherever the fundamental premise of public relations is practiced.Look at... Read More

The 7 Deadly Sins of Press Releases

A press release is often your only chance to make... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

How Real PR Works

For some, public relations works well when their news release... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

Its CNN! They Want To Talk To You!

Being invited to appear on radio and television used to... Read More

How to Write Press Releases That Work And Get Free Publicity

One study found that as many as 90% of the... Read More

PR: Ouch! Tells the Tale

Ever get the feeling that your public relations program isn't... Read More

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

How to write a press release is a major challenge... Read More

Media Relations: Should You Pay For News Coverage, Part II

Last month, we told you about "pay for play," a... Read More

Easy to be Foolish About PR

In fact, here are three really foolish goofs made by... Read More

PR: Heres All You Need to Know

Above all, you need to know that the right PR... Read More

Why Good PR Warrants Your Attention

Because good public relations can alter individual perception and lead... Read More

Nows The Time To Get Christmas Media Coverage

Publicity seekers know that Christmas can provide a bonanza of... Read More

Public Relations Strategies: Announcing News on a Press Tour

Gaining news coverage on a successful press tour requires planning,... Read More

Advertising Is Dead. Long Live PR

Although I still believe there is a place for advertising... Read More

Cultivating Positive Media Relationships

Some people think that publicity is all about paparazzi snapping... Read More

Getting Traffic Through Publicity

If your reading this, you must be online and most... Read More

Rise of the Creative Class

The fast changing dynamics of the world economy is forcing... Read More

Underestimating the Power of In-House PR

Do small-business owners always have to rely on large PR... Read More

Are You PR-Challenged?

You won't be if you accept a very simple premise.... Read More

Talk Back Radio - Tips To Be A Star On-Air!

Talkback radio offers a fantastic opportunity to access thousands of... Read More

Business Growth for Financial Planners in Five Easy Steps

Attracting new business: sometimes it happens by luck, sometimes by... Read More

How to Form a Relationship with a Newspaper

How do you make a good relationship with a newspaper... Read More

Creating Your Online News Room: How To Build a Site The Media Will Love

From time to time, people ask me how public relations... Read More

Time to Spruce Up Your Public Relations?

Better check out the public relations fundamental premise, then take... Read More

The Ultimate PR Scam

It happens to business, non-profit and association managers when their... Read More

Financial Planning Publicity: When Talking to the Media, Dont Fake What You Dont Know

Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More

The Only Way to Get Free Advertising?

Receiving free advertising is the dream of most business people.... Read More

Passion with Purpose - The Winning Combination

The power of PassionPassion is an extraordinarily powerful spring. Without... Read More

What is News?

What may be the more appropriate question is: What makes... Read More