Even if you have a full pipeline of corporate news to share, byline articles are a cornerstone of any successful PR program. They build thought leadership and instill stronger credibility with your target audience. The key is to generate hard-hitting topics and place them within priority publications. Here are five tips for making your company’s byline articles a success.
1) Consider the Source – Executive level professionals are best suited for byline opportunities as they have the most experience and will come across as established industry leaders. However, junior contributors shouldn’t be left out – they may support article development or appear as co-authors.
2) What’s in a Title – Pay close attention to the headline. The editor’s first impression will depend on whether it is a compelling topic that will pique their audience’s interest. Keep it concise and pack it with punch!
3) Offer Real Takeaways – Articles that offer lessons learned, tips and best practices for readers to apply in their own situations are better received than ones that simply discuss topics. While you may think readers need a deep baseline education to understand a topic, it is much more effective to briefly set the scene and then offer analysis and takeaways.
4) Bring It to Life with Examples – Nothing backs up great advice than real-world examples. Either characterize the examples without divulging their identities or ask the companies you’re spotlighting for permission to include them as named examples.
5) How Many Words? – You may have a book’s worth of information, but if an editor requests an 800-word article, deliver a piece that comes pretty darn close. Prioritize which points are most important, e.g., focus on the top five tips instead of the top 10, and pare down unnecessary dialogue.