Components of an integrated PR program: Bylined articles
By Linda Forrest
Over the next few weeks, I would like to address individually some of the components of what we at inmedia consider to be an integrated public relations program. One of the sales challenges that we can face as an agency is shattering prospects’ perception that public relations consists solely of sending out news release upon news release, as far and as wide as your distribution method can take it. At inmedia, we consider news releases to be just one of the many arrows in our media relations tactics quiver. This series will hopefully shed some light on other methods of generating media coverage that have proven effective for our B2B technology clients.
Today, I would like to address bylined articles. Let’s start with the basics: what is a bylined article? According to Dictionary.com, a byline refers to “A line at the head of a newspaper or magazine article carrying the writer’s name.” Therefore, a bylined article is a feature that is (ostensibly or actually) written by an expert in a particular space and published in an appropriate venue, such as a trade magazine, a consumer-focused publication, or on a web site.
