The success of reaching out to media with a story idea is largely dependent on what you can offer the journalist in terms of a story angle, interviews and visuals. You have to have something newsworthy to share. However, if you are able to tie to an industry trend and offer an interesting perspective, this can increase your chance of coverage.
Recently, we partnered with our client Attachmate to increase its thought leadership on the hot topic of mobility. Currently, the way people work is dramatically impacted by the availability of mobile technology such as laptops, smartphones and tablets. Today’s workforce wants access to materials anytime, anywhere and this can create a challenge for IT. Attachmate’s Verastream offers a solution.
To help folks understand how Attachmate’s Verastream can help, we reached out to media and offered up Verastream Product Manager, Ron Nunan, to speak about this trend and its implications for IT. With this approach, we were able to secure two bylined articles. We’ve included the links below.
- Data Center Journal, “BYOD and the Impact on IT,” August 2012
- Enterprise Systems Journal, “Going Mobile: Introducing Your Mainframe to Modern Tools,” July 30, 2012
Bylined articles present an excellent opportunity to establish credibility and position you as a thought leader. The majority of bylined articles are vendor neutral, but the articles help to draw attention to the company and its products and solutions. For Attachmate, it was a great opportunity for Ron Nunan to be a part of the conversation and raise awareness. This is a win-win for media and companies looking for coverage. The outlet gets content and the business gets visibility. For additional information on why contributed content is good for business, read our blog post, “Three Reasons to Contribute Company-Neutral Editorial.”