Becoming A Contributor to Provide Credibility

At its core, strategy drives public relations. So when it comes to finding unique and relevant ways to leverage clients as thought leaders in their respective industries, many PR professionals strategically turn to bylined articles.

 

What is a bylined article?

 

A bylined article is authored by a third-party expert and published by a media outlet. These contributed pieces play a critical role in positioning individuals as thought leaders in their respective industries. Though seemingly unique, bylined articles are actually fairly common.

 

These articles take on a passive tone, so it is important they are not overly-promotional. Authors must ensure expertise is the foundation of the article, rather than endorsing their organization or affiliation. Ultimately, media outlets require unbiased articles in an effort to not compromise their integrity as a publication.

 

Why are bylined articles beneficial?

 

Regardless of industry, bylined articles can greatly benefit professionals and boost their credibility as a thought leader in their realm of expertise. However, there are several additional benefits to having a bylined article published.

 

In addition to boosting the author’s credibility, these articles can also draw attention to a company and showcase the intellect and skill of personnel.

 

Furthermore, bylined articles can play an important role in showcasing a company’s services and drawing attention to important matters. For instance, a lawyer might write about the implications of a national legal issue, or a nonprofit might humanize a mounting environmental concern. The possibilities of bylined article topics are endless.

 

Bylined articles are also beneficial for companies who don’t necessarily have a product to push, or major announcement to publicize, but who want to find a strategic and consistent way to garner media coverage. This strategic approach to PR sets companies apart from their competitors and can be more effective than traditional media coverage in terms of positioning expertise in an industry.

 

When are bylined articles appropriate?

 

As with all other public relations tactics, bylined articles won’t always be part of a company’s strategic PR plan. However, depending on targeted placement, bylined articles are an appropriate approach to additional publicity for an individual or a company.

 

Instructional and evergreen pieces have an easier time finding placement. Rounded out with fresh and pertinent examples, these types of bylined articles might make a good fit for an ongoing PR strategy.

 

On the other hand, bylined articles that react to a current issue or trend must remember that time is of the essence. Unlike the evergreen method, public relations professionals should regularly monitor topical issues and news stories, and always be prepared to respond to a current issue with a bylined article when apt.

 

The use of bylined articles in public relations strategy has become an increasingly popular tactic in enhancing brand awareness and recognition. Though bylined articles can reap similar results as other commonly practiced forms of public relations, this tactic can require an immense amount of planning, preparation and execution. For more information and advice on how this strategy can enhance your company’s brand, contact us for a consultation!

Pete Dye still swinging at 90: Opens Westfield’s Chatham Hills

Famed golf architect, Pete Dye spent five years and hundreds of hours crafting a championship course at Chatham Hills. The private course, expected to be among the best in the Midwest, is part of an upscale residential community that recently opened in Westfield.

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In addition to generating earned media coverage for the course, Dittoe PR was responsible for shooting and editing a promotional video that would be shown at the course’s soft opening where Pete and Alice Dye were slated to speak and hit a ceremonial tee shot.

It was essential that our video paid proper tribute to the Dyes so that Chatham Hills could use it in their marketing mix for years to come.

Once we held a strategy meeting with the Chatham Hills team to determine goals and key messaging for the video, Dittoe PR set up two separate video shoots. First, we went out to Chatham Hills and shot scenic views and were lucky enough to have Pete Dye himself give us an exclusive tour of the course! We rode on golf carts with Pete and got some great shots of him walking the course and taking a few swings. Our second day of shooting consisted of sit-down interviews with Chatham Hills executives talking about the development of the course and the years of hard work Pete and Alice put into turning their vision into a reality. After two days of filming, our team had everything we needed to create a visual story for Chatham Hills.

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Turning around the video in just over a week’s time allowed us to pitch it local and regional media in order to generate interest for the event.

By using the promotional video in our media outreach, our team was able to coordinate six interviews on the day of the soft opening including live shots by WISH-TV’s Anthony Calhoun and WRTV’s Dave Furst. In total, our team secured 56 media placements and generated a buzz on social media that resulted in 260 posts on Twitter, Facebook and Instagram.

Interested in learning more about Dittoe PR’s work in video, sports and events? Request a consultation to learn more about how we can spark a conversation about your business.

Dittoe PR under par at the 2016 BMW Championship

Golf is a game of precision: The slightest miscalculation–distance, wind speed, club choice–can have devastating results. Analysis, focus and execution create success. The same can be said for a public relations campaign boosting an international sporting event.

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Dittoe PR was responsible for media coverage, social media, ticket sales and event marketing surrounding the 2016 BMW Championship at Carmel’s Crooked Stick Golf Club. Throughout the week, the tournament battled challenges such as inclement weather conditions and competition with opening week of the 2016 NFL season for coverage and attendance.

Despite these outside factors, Dittoe PR navigated the conditions and orchestrated one of the most successful BMW Championship tournaments to date.

Leading up to the event, Dittoe PR spread the word with a consistent barrage of targeted media coverage that began 12 months prior to the tournament and included stories on holiday ticket packages, course enhancements made in preparation for the tournament and features on local volunteers.

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Dittoe also led the charge on a clever social media campaign that staged the BMW Championship trophy at several iconic Indianapolis area locations. The #WheresWadley campaign proved to be a fun way to announce the tournament’s presence in the Indianapolis market and generated a palpable buzz on social media in the weeks leading up to the big event.

In addition to promoting the 2016 BMW Championship, Dittoe also proudly promotes the Evans Scholars Foundation year-round. This foundation grants full college scholarships to deserving young caddies with limited financial means, and all net proceeds from the BMW Championship benefit the Evans Scholars Foundation. By highlighting the stories of various scholarship recipients, Dittoe secured interviews with ESPN, the Golf Channel and other high profile media outlets during tournament week.

In total, attendance figures reached 125,000 and Dittoe PR secured 275 media placements resulting in more than 34 million impressions.

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