Bylines are a powerful tool to get your clients recognized as experienced, knowledgeable and reliable thought leaders.
By Candice Votke
Bylines can be a powerful tool in any PR practitioner's arsenal. By definition, a byline is an article where the writer is credited. In PR, bylines present an opportunity to generate organic media exposure for clients as thought leaders in their respective fields when published in an online or print publication. They can serve as a means to underscore a client’s industry expertise while also elevating a company or brand’s presence. While every byline differs based on the target outlet, article topic, client’s expertise and timeline, there are some best practices that can be implemented across the board to help ensure you make the most out of the placement.
Research and Choose a Target Outlet Before You Start Writing
While some PR professionals opt to decide on a target publication after their byline draft has been completed, it can be helpful to research and select a target prior to putting pen to paper (or fingers to keyboard).
Often, each outlet has its own editorial guidelines, dictating how long an article should be, its style, format, and point of view, whether promotional language can be used, and restrictions on embedded links. In addition, it may also provide helpful insights into the audience of the publication and who, ultimately, will be reading the final piece. For example, if writing a byline on hospitality technology for an outlet that has an audience of hotel owners, operators and managers, it would be unlikely to have to define words commonly used in the industry, such as “inventory,” “occupancy,” “group rate,” or “incidental charges.” For those looking to start their hotel business or enter the space for the first time, it may be helpful to define the industry terms that they may not be familiar with just yet.
Writers should also review the outlet’s previous articles to make sure the topic has not already been covered and if it is “in line” with the general viewpoints and tone of the publication. When choosing a subject matter for the byline, it’s important to consider its timeliness and relevance to the readers. Consider asking yourself: Why should they care? What makes this topic important to them? Why is it important to consider this viewpoint now? What can they take away from reading the finished piece?
Pitch the Topic
Again, left to the practitioner's discretion, they may want to pitch the article topic to the outlet's editor before they start writing. This can be useful, especially if the subject is very specific to one outlet and, therefore, would not be able to be sent to another publication should the first target refuse the article. If this is the first time pitching this particular editor, it’s important to be clear and to the point on who the client is and their expertise, the byline topic, what main points the client can make in the piece, and how it appeals to the outlet’s readership. Always double-check that the editor you’re in touch with is the appropriate contact for editorial submissions and that you spell-check the pitch (especially the editor’s name!).
Structure Leads to Substance
With a target outlet selected, topic approved and editorial guidelines in hand, the writing can begin. It’s important that writers consider how the piece will be structured in advance. For me, I always like to set up a byline similar to a great college essay–a creative hook to draw the reader in, followed by an intro that gives a brief overview of what the piece will be about, body paragraphs to provide support and a closing to tie it all together and prompt action from the audience (i.e., learn more about the brand, the writer, implement the advice, etc.)
While every writer has their own style and set up to writing their pieces, I found that this structure always allows for a clear overarching thesis, provides evidence to support my claim, and finally reminds readers of the original claim, why it’s true all the while subtly boasting my client’s expertise. The last part is important, as it could be the driving factor to why the readers want to know who wrote this fabulous article and how they can learn more about the client and their company.
Think of Promotion as Part of the Byline Process
It’s not enough to simply publish a byline and be done with it. To boost the visibility and reach of the piece, clients should promote the article across all company and personal social media channels. One of the most effective platforms to promote byline pieces is on an individual and company’s LinkedIn, especially if the article is targeted to potential business clients or a B2B audience.
In the words of the late, great Billy Mays, “But wait…there’s more.” Beyond just simply sharing the piece on social media, include a link to the piece on the “news” section of the company website, e-newsletters to current and prospective clients, and internal company memos. Is there someone in particular you want to see the piece? Great! Send them a personal email with a direct link to the article, and make sure to follow up with them in a few days to ask for their feedback and open up further business communications.
With these tips in mind, you can be sure to not only leverage your client’s expertise for a great media hit but also promote them to new and existing networks as a thought leader in their industry. With regular byline placements across various outlet targets within the space, your client will soon be recognized as an experienced, knowledgeable, and reliable source within the space.