Home
>
Public Relations
>
Building Credibility Through Bylined Articles

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

weekly home cleaning Highland Park ..

In The News:

Scammers nearly stole an Apple account by exploiting the support system with authentic-looking tickets and phone calls, users can protect themselves with safety steps.

FoloToy restored sales of its AI teddy bear Kumma after a weeklong suspension following safety group findings of risky and inappropriate responses to children.

Threat intelligence firm Synthient uncovers one of the largest password exposures ever, prompting immediate security recommendations.

Viral video shared by Elon Musk shows Tesla's Optimus humanoid robots performing tasks from cooking to construction, garnering over 58.5 million views on social media.

Chinese hackers used Anthropic's Claude AI to launch autonomous cyberattacks on 30 organizations worldwide, marking a major shift in cybersecurity threats.

Apple's new Sleep Score feature gives you a rating for your nightly rest quality. Learn how to set it up on your Apple Watch and iPhone today.

Essential phone settings to enable before losing your device, including Find My network, location services and security features for iPhone and Android.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

Cybersecurity research shows weak passwords remain a major threat, with simple patterns and number sequences putting millions of accounts at risk.

New Android malware BankBot YNRK silences phones, steals banking data and drains crypto wallets automatically. Learn how this advanced threat works.

FDA approves first human trial for Paradromics' brain-computer interface that could restore speech for paralyzed patients through neural technology.

New phishing platform QRR targets Microsoft 365 users across 1,000 domains in 90 countries. Learn how to spot fake login pages and protect your accounts.

OpenTable now uses AI to track your dining habits and share insights with restaurants. Learn what data they collect and how to protect your privacy.

Google's discontinued Nest thermostats still secretly upload home data to company servers despite losing smart features, raising serious privacy concerns.

New Android malware NGate steals NFC payment codes in real-time, allowing criminals to withdraw cash from ATMs without your card. Learn protection tips.

DoorDash confirms data breach exposing customer names, emails, addresses after social engineering attack. Learn how to protect yourself from scams.

Concerned about Google's AI scanning your Gmail? Learn how to disable Gemini features that access your emails, Drive files and Chat messages for privacy.

Google warns Android users about dangerous fake VPN apps hiding malware that steals passwords, banking details and personal data from phones and tablets.

Apple's digital passport feature lets iPhone users breeze through TSA checkpoints this holiday season using Digital ID technology at 250+ airports.

A new phishing scam targets family photos with fake "Cloud Storage Full" alerts. Criminals steal credit card information through fake sites. Learn protection tips.

South Korean scientists create ultra-thin fabric muscles that turn clothes into robotic assistants, lifting 33 pounds while weighing under half an ounce.

Archer Aviation has acquired Hawthorne Airport for $126M to launch an LA air taxi network ahead of the 2028 Olympics, featuring AI-powered eVTOL operations and next-gen aviation tech.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Fake AI apps disguised as "ChatGPT" and "DALL·E" are flooding app stores with dangerous malware that steals data and monitors users without detection.

Fake buyers demand specific vehicle reports from unknown sites to steal credit card information from car sellers, but warning signs can help identify these scams before paying.

Building Credibility Through Bylined Articles

Public Relations