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The Contributed Article: Friend Or Foe?

Posted by Media Relations on Tuesday, November 29th, 2005 - Comments »

Trade publications are becoming more and more dependent on contributed articles from industry experts.

I have found that pitching an interview with an expert to discuss a particular trend or concept is not as attractive to the Media as it used to be. Indeed, trade publications are still interested in these topics but prefer to receive them via a contributed article rather than an interview.

While contributing an article is a great way to get a large media placement and stay in control of the representation of your company, most executives do not have the time to be churning our 2,500-word articles every few weeks. Even more so, when publications request exclusives and articles cannot be submitted to more than one publication.

The constraint on the client’s valuable time is a dilemma for PR professionals. While wanting to achieve as much media coverage as possible for the client, it is important to keep the client load as light as possible.

PR agencies that deal with trade publications on a regular basis are finding that they must add an in-house writer to their team to be able to ghost write contributed articles on behalf of their clients. In many cases, the PR practitioner is playing the role of the journalist by interviewing the client and producing the end article.

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