Author: Cori Brosnahan

What Is a Byline and How Do I Write One?

by Cori Brosnahan

You may not know what a byline is, but you have most certainly read one.

A byline is an article authored by a thought leader that appears in a media outlet as contributed content. Unlike an op-ed, a byline is less about making an argument and more about providing helpful expertise and advice. Bylines also tend to be more industry-specific than op-eds, appearing in trade magazines rather than general consumer outlets.

That said, the line between the two can be blurry and they ultimately serve the same purpose in public relations. Both bylines and op-eds can establish authors as thought leaders, build credibility and trust for brands, and expand brand awareness. While an interview with a reporter might result in a couple of quotes, bylines and op-eds allow you to exercise more control and develop your ideas fully. As such, they are an excellent opportunity to contribute to the conversation in your area of expertise and build your profile.

If you’re working with a PR agency, your publicists can help you write a byline. If you decide to tackle one on your own, here are a few dos and don’ts to keep in mind:

Do be original

Don’t repeat what’s already been said! This is your chance to contribute your unique perspective to the public discourse. A novel idea or way of seeing things will always be more interesting and memorable to readers.  

Do use your expertise

It goes without saying that to be a thought leader in a certain field, you must have some expertise in it. Draw on your experiences and what you’ve learned to make recommendations or give advice.

Do make it personal

While op-eds are inherently more personal, there’s plenty of opportunity to bring your own experience into a byline. One natural place to put a personal spin on your article is at the very beginning, in your hook. Grab the reader’s attention with a personal anecdote that introduces the topics you’ll explore in the rest of the article.

Do make it timely (if possible)

When choosing a topic, think about current trends and developments in your industry. While a byline doesn’t have to tie in directly to current events, it needs to be useful, and therefore relevant.

Do use data

Using data to backup your points will help establish your credibility.

Do know your audience

If you’re targeting a general audience, refrain from using industry jargon and make sure to explain complex concepts. If you’re writing for a trade publication, feel free to get more technical.

Don’t self-promote

Bylines are not the place to promote your business, and editors will reject your pitch if it’s too self-promotional. Instead, focus on providing useful information and ideas based on your expertise. 

Don’t ramble

Different publications will have different guidelines for the length of submissions. Most consumer publications require a byline to be under 800 words. A trade publication will typically allow longer submissions.

Once you have your byline in hand, you’ll need to identify the appropriate contact at your target media outlet. If accepted, contributed content will usually be published for free, although notable paid opportunities like the Forbes Technology Council also exist.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

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How to Partner With an Industry Expert

by Cori Brosnahan

When developing a PR strategy for your company, it’s important to identify your spokespeople. A spokesperson is someone who speaks to the media on the company’s behalf, often a CEO or a member of the marketing and communications department. While a CEO or a director of communications are best suited to speak about the business and product itself, they might not be the best people to speak about more general, industry-related topics. Depending on the nature of your business, you might want to consider partnering with an industry expert who can provide commentary on common topics in the industry.

What is an industry expert?

An industry expert is someone with the knowledge and experience to provide accurate, trustworthy commentary on topics relating to a specific industry. Depending on the industry, they don’t necessarily need to have credentials, but they should have extensive experience in the relevant field(s) that qualifies them to give advice, make predictions, etc. 

Why should I partner with an industry expert?

Partnering with an industry expert gives your brand the opportunity to expand awareness while bolstering your credibility. Having an expert that can address general topics within the industry means more opportunities to insert your brand into public conversations, especially when you don’t have any major news to announce. Partnering with an expert will also allow you to leverage their audience, which may be large or small, depending on the individual.

What qualities should I look for?

The most important thing in choosing an expert to partner with is to make sure that your brands align. Finding an expert that works on topics relevant to your brand and shares your brand values will ensure a natural and authentic partnership. If your product is a dating app, for example, you’d be better off working with a relationship coach than a marriage counselor.

You’ll also want to consider your budget. An established expert with their own following might expect a large commission. An expert who is still trying to build their own brand might decide that it’s worthwhile to partner with your brand for a small commission or exposure alone.

What should I expect from the partnership?

Before you start to work with your expert partner, you’ll want to define the terms of the partnership. What title will they go by? How many requests for commentary do you anticipate sending per week or per month? Will they be expected to write their own commentary, or is it okay for them to dictate a response that you can then draft for approval?

Given the 24/7 news cycle, you’ll also want to set expectations with regards to their availability. If you send them a request for commentary with a tight deadline, how fast can you expect them to respond?

Finally, you should not expect the expert’s commentary to reference your product every time, if at all. Being quoted in an article as your company’s resident expert is valuable in itself; pushing a product may delegitimize the commentary altogether.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

Why You Need a Press Page & How to Build One

by Cori Brosnahan

Does your company website have a press page? If not, you’re not alone. Many of our clients come to us without one. But you definitely need one — ASAP.

Why you need a press page

Reporters work on tight deadlines, and the last thing they have time for is searching your site for contact information. At the very least, your press page should have a dedicated press email that goes to your media relations team. But why stop there?

Think of your press page as an advertisement for your company aimed at a very specific audience — the media. Use it to position your company as an industry leader with a unique message and deep expertise. Putting some time into building an awesome press page increases your chances of being found — and contacted — by reporters working on relevant stories. 

Everything you need to build a press page

While press pages vary across different industries, standard sections include the following:

Contact Information – Here’s where you list your dedicated email, which can be as simple as  [email protected]. Some companies use fill forms, but we advise against it as they can be difficult to complete on mobile devices and deter media from reaching out. If possible, include a phone number as well.

In the News – This is where you show off all your media hits. It should include images or logos of publications, article headlines, and brief descriptions of the editorial placement. This section needs to be updated in real-time. Some brands will “pin” highlights (the most notable coverage) to the top of this page with reputable news logos showcased in the creative.

Press Releases – This section should include all past company press releases organized by year, with the most recent first, and be searchable. Collecting all your press releases in one place helps strengthen your company narrative.

News Feed – Consider integrating a social feed into your press page to show your brand personality and how you interact with consumers. Choose the social platform you update most frequently.

Media Kit – A media kit provides reporters with all the information they need, so they don’t have to spend time asking you for it. In addition to standard logos, company boilerplate, and images, consider including video (b-roll), executive headshots, fast facts, a company timeline, and/or honors and awards the company has received. Make sure your media kit is downloadable!

Experts – Are there people at your company with expertise in industry-specific areas? If so, consider highlighting them and the topics they are available to discuss. Present yourself as a valuable resource for journalists that cover your industry.

Top-notch press pages to get you inspired

Now you have the basics! If you want more inspiration, here are some examples of top-notch press pages:

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

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