Under Your Byline
By David M. Freedman and Paula Levis Suita
SUMMARY and TABLE OF CONTENTS
Table of
Contents
1. Define your target audience.
Part B: Writing op-ed pieces and
columns
About the authors
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Getting an article published under your byline, in a respected
publication that is read by your clients and referral sources, “is a
logical first step in marketing,” says Ford Harding in his excellent
book
Rain Making
(Adams Media, 2008).
In this handbook, the authors walk you through all the steps you need to take to
choose topics, compose creditable articles and op-ed pieces, and place
them in the print and/or online media that you target—though not
necessarily in that order. Often the most effective way to go about it
is to get an article published (that is, get assurance that the
publication is interested in your topic and believes you are qualified
to write about it) before you write it.
The authors also give you tips on writing letters to the editor, which
is a vastly underrated and extremely cost-effective way to get media
exposure and demonstrate your value as a source of valuable information
and good advice.
If you don’t have the time or the skill to write publishable articles,
this handbook will show you how to collaborate with a coauthor,
freelance editor, or ghostwriter to help you get a compelling story out
of your head and onto the page. You’ll also learn the most effective
ways to leverage your published articles for maximum exposure by posting
them to your website, distributing reprints, using them as the basis for
a speaking engagement or seminar, etc.
“Under Your Byline” is written by Dave Freedman, a journalist since
1978, and Paula Suita, a public relations
professional with decades of experience. The
authors have won prestigious awards for journalism and media relations.
Introduction
Part A: The seven steps
2.
Identify publications for which to write articles.
3. Select topics that are appropriate for your selected
publications.
4. Conduct
research, focus and organize the article, and create an outline.
5. Query
editors and get the assignment (or at least some assurance).
6. Compose
the article (or collaborate with a ghostwriter).
7. Submit
the article and work with the editor through the editing process.
Part C: Writing letters to the editor
Part D: Leverage your bylined works for maximum exposure
ABOUT THE AUTHORS
David M. Freedman (
www.freedman-chicago.com) has worked as a journalist and author since 1978, specializing in finance, law, technology, and woodworking. He has served as a media relations consultant and website content developer since 1999; his clients have included mainly professional advisers, consultants, authors, artists, and others.
© 2008-2012 David M. Freedman