Posted: Nov 9, 2009

Many companies talk about brand – something people come to know, think about, trust, interact with and/or count on in various ways. In today's day and age, countless corporations and entities have earned credibility and "brand awareness" by demonstrating value and continued success to its customers, shareholders, influencers and other external audiences. But lest not forget that people too can have brands, thanks to effective thought leadership programs that enable them to write, speak, and again, demonstrate real value based on their knowledge of a particular subject or industry. Allison & Partners, through its relationship with WMACCA, can help put your individual brand on the map through a tactic called a byline article.

For those who may not be familiar, a byline in the literal sense names the person who authored a story for a newspaper or publication, i.e. "by J.Q. Esquire," and is situated between the headline and body of the story. But unlike a traditional article, bylines voice an opinion – the author's opinion. Today, bylines have become an integral part of many communications programs because they enable someone other than editorial staff to opine on a particular topic based on his/her industry knowledge. It's your editorial soapbox, if you will.

Most magazines and journals have a byline policy – either they take them or they don't. And because not all publications accept them, you must write bylines with a specific audience in mind. If there is a specific magazine you read and a particular topic you want to discuss, we can work with you to develop a byline. Whether it's an article explaining the impact of a farm bill in Biodiesel Magazine or mergers and acquisitions trends for M&A Magazine, we can collaborate with you to develop a synopsis for editorial review. If approved, we will work with you as much or as little as you would like to develop a more elaborate byline article that adheres to the publication's guidelines.

It's important to remember that there is no "byline standard." These articles range in length (anywhere from 200-1800 words) and in deadline (due in one week or in three months). 

Allison & Partners has ghostwritten or edited dozens of client bylines. The result? Greater brand awareness for a particular expert and his/her company. You might be surprised at how many of your peers will read your thoughts and comment in a positive manner. Bylines give you bragging rights, so to speak. They can also be leveraged with new business prospects, partners, shareholders and other audiences. The marketing and brand building possibilities are endless.  All we need from you is the interest.

If you have a topic you want to discuss or even co-write with another in-house or outside counsel, please feel free to contact us at wmacca@allisonpr.com. We can help shape an idea and get you the recognition that you've worked so hard to achieve.

Sincerely,