Byline Placement
Securing publication of articles authored by company executives in target outlets.
Definition
Byline placement involves writing thought leadership articles for publication under an executive's name in target media outlets. Unlike news stories about a company, bylined articles position executives as expert voices on industry topics, building credibility and visibility within the publication's audience.
Successful byline placement requires understanding outlet requirements, editor relationships, timely topics, and the ability to deliver compelling content that serves reader interests while supporting company positioning.
Why It Matters
Bylined articles provide credibility advantages over advertising or even news coverage. They position executives as industry thought leaders rather than simply company representatives promoting their offerings.
For competitive positioning, byline placements in prestigious outlets signal industry authority that's difficult for competitors to replicate or counter.
Examples in Practice
A series of bylines in industry trade publications established a CEO as the leading voice on an emerging trend, leading to conference speaking invitations and analyst attention.
The PR team maintained a byline calendar targeting different publications each quarter, building a portfolio of executive thought leadership across key audience segments.
A timely byline responding to an industry event reached publication within 48 hours, positioning the executive as a go-to commentator for follow-up coverage.