Summaries11.11.2008 | Communiqué PR
Byline articles are an excellent way to retain ownership of key messages and establish thought leadership. Executives can insert their point of view and reach target audiences by writing or commissioning these articles. But bylines can be tricky to write and require a careful balance to ensure that they are both informative and readable. Below, we’ve included a list of our top tips for writing byline articles.
Consider your audience. If you are writing for a technology publication, more complicated terms and concepts may be in order. When writing for a lifestyle magazine however, some concepts may need to be toned down. A recent post by New York Times technology columnist and blogger David Pogue makes a humorous case for avoiding technology jargon if at all possible. You can find this post here.
Don’t self-promote. Remember that this is a byline article, not an advertisement. The intent is to establish thought leadership and gain exposure for a product or service with out blatantly pitching it to readers. Check the guidelines of the publication for which you’re writing. Chances are they will remove words and phrases that promote your product and don’t otherwise add to the article.
Develop a strong thesis. Consider the main point that you want your readers to remember from your article, and be sure to weave this into the introduction. Depending on the publication, this thesis might tie a technological concept into a consumer trend or demonstrate how a new service is poised to change the industry.
Construct an outline. It can be helpful to mimic the outlines used in high school English class when writing a byline article. Begin with a broad theme and narrow it down to the thesis in the introduction. Provide evidence for the thesis in the body of the article. In the conclusion, expand on why the thesis matters in the grand scheme of things.
Use subheadings. Subheadings can go a long way towards clarifying the main points and keeping your article interesting. Using catchy phrases that sum up important messages above every few paragraphs will make your article easy to read.
Include quality data. Statistics from reputable sources are a great way to strengthen your argument. Perhaps your client has data from a survey or white paper they commissioned. Backing up your claims with this information will add credibility to the article.
Don’t be boring. Using correct grammar and proper sentence structure is important, but it doesn’t mean that the article can’t have a few conversational sentences or colloquialisms tossed in for good measure. It’s easy to lapse into tech-speak when writing about complicated technological concepts. Avoid this trap and remember that you are writing a news article, not an instruction manual.
For a few examples of byline articles we have written for our clients, check out the links below or e-mail us.
“Are Your Handsets Confusing Your Customers?” for Wireless Week
“VOIP: Virtual Contact Centers Answer the Commute Congestion Question” written for Contact Management
“Online Compensation and Planning Tools” written for Benefits and Compensation Solutions
“Increasing Mobile ARPU in Emerging Markets” in Telecommunications Online
“Improving Business Performance Through E-Learning” for Chief Learning Officer
“The Power of Pull” written for CLO
“The Ten Myths of Enterprise VoIP Migration” for Telecom Reseller
“Competitive Advantage Dominates Comp and Benefits Concerns” for Workplace Magazine
Tags: Byline article, CLO Magazine, Contact Management, David Pogue, Public relations, Telecommunications Online, Wireless Week, Workplace Magazine
Love the advice. Thank you.
Love the advice. Thank you.
The majority of your byline article links are broken.
Thanks for the heads up. We have updated the links.