Okay. Prove it.
You may know more about topic X than your competitor
does, but he or she seems to know more about working the press. Here’s the good
news. With today’s shrinking newsrooms, you’re likely to see more content bylined
by people who don’t seem to have the words “staff writer” or “staff
reporter” after their names. So it shouldn’t be that hard to get a byline
in a prestigious national media outlet that’s read by millions, right?
Not so fast. Here are three important considerations.
1. Don’t wait by the phone. Media outlets aren’t likely to call you unsolicited
unless you’re an A-list celebrity, a superstar athlete or a university professor
who’s an expert in a very arcane area that just happens to be in the news due
to a recent catastrophe, natural disaster or astronomical phenomenon.
2. Open your wallet. If you’re
willing to pay for advertising space, sponsor a related conference, or pay a
fee to be listed as an “Advisory Council” member (sorry Forbes), the editors
will find a way to get you some space to be heard.
3. Become a trusted source. In media jargon we call this “earned
media” as opposed to “paid media” see #2 above. Earned
media will take some legwork, since most journalists, editors and bloggers don’t
have time for lunch, golf or drinks these days. But it’s worth the effort. I’ll
explain in a minute.
Steps to becoming a trusted
source:
1. Isolate a half dozen media outlets in
which you’d like to be seen. Ask a team member to see which journalists are
covering areas of your expertise regularly. Review recent articles they’ve
published and get familiar with their style and publishing frequency.
2. Send the targeted journalist/blogger a brief email or voicemail thanking
them for covering Topic X. Cite a brief excerpt from a recent story to show
you’ve read their work. Let them know you’re available for comment when they do
their next follow-up story on Topic X. Include links to recent articles or
presentations you’ve done about Topic X to show you know your stuff.
NOTE: You may notice many journalists don’t make their email addresses publicly
available. You can usually reach them by phone by calling the media outlet
phone directory. You can also approach many on their Twitter feeds, LinkedIn
profiles or personal websites. You can also subscribe to journalist databases,
but I have a few other legal and ethical ways to reach busy journalists for
free….Ping me for tips.
3. Be ready to respond quickly. After you’ve proven yourself a reliable
source who understands a targeted media outlet’s audience (i.e., your peers), they
will start calling you eventually for background. Just know the journalist won’t
be sending a camera crew to your home or office for a lengthy sit-down interview.
The questions often come in on tight deadline and you’ll often have to respond
within 48 hours to be included in the article. NOTE: Always have
someone on your team proof your comments before sending. Don’t make a time-pressed
journalist do any more work than they already have on their plate.
NOTE: We have an economical service here at
HB Publishing that alerts you to breaking stories that journalists with tight
deadlines are working on.
4. Confirm the writing policies before pitching story ideas. Once you've
identified possible guest column opportunities, call or e-mail the editor to
confirm the writing policies, potential opportunities and specifications for
the article. Most media outlets have strict rules about what should (and
shouldn't) be included in guest columns. Word count, style and format, use of source
materials and attribution will be spelled out as well as the rights they’ll
need to your work (i.e., exclusivity vs. first rights, etc.).
Most media outlets will discourage you from referencing your company or product
overtly in the article. Doing so could cause the story to be killed or heavily edited.
To avoid such penalties, it's best to err on the side of caution. Keep it above
board, just as you would when speaking at an industry conference.
5. Pitch a
concise story outline. Don’t send the full manuscript. Before an editor accepts your pitch, he or she will likely
ask you to submit an outline and a one-paragraph abstract summarizing your
proposal. Even if such materials aren't required, it's good practice to prepare
an outline before you get started.
Power of your byline
According to our annual CPA | Wealth Advisor Confidence Survey™,
publishing a bylined article is one of the five most effective thought leadership
tactics out of nearly two dozen choices we surveyed (82% of respondents agreed).
Media outlets
are always looking for new content with a fresh outlook to appeal to their
audience.
The key benefits
of bylines include:
- Establishing credibility in your area of
expertise, and to your target audiences.
- Creating relationships with publications
for future engagement.
- Starting conversations about issues for
which you’re passionate.
- Positioning you as a trustworthy, go-to
expert on a particular area that impacts your industry/profession and
clients.
- Great platform for obtaining speaking
engagements, radio interviews and podcast appearances. Speaker bureaus and
producers are always scouring the web and the media for fresh voices and
points of view. Having a byline in a prestigious media outlet makes you
instantly “vetted.”
Conclusion
You may not win a Pulitzer,
but bylined articles are one of the most effective tools available for
establishing credibility with a target audience. If nothing else, they showcase
you and your organization as a thought leader in your field. The article will draw
attention to the stature and strength of your company which helps differentiate
it from competitors. We have plenty of ways to make the process
less daunting and time-consuming.
Ping me any time to
discuss.
***
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