Text that a person writes and submits to a publication interested in the topic.
If well written, the article could be published in a key title providing you with a lot of potential readers.
Journalists may ask you for more materials or be interested in organising an interview with someone from your organisation.
Journalists receive a lot of text every day. Therefore your article really needs to stand out in terms of quality to gain a journalist's attention.
What makes a well-written article?
Write an article that you'd want to read.
Target the publications carefully. Focus on the ones your stakeholders and target audience are most likely to read.
Avoid advertising in your articles. Nobody wants to read an advertisement when they are expecting an informative article.
Invest in a good writer:
Check in-house resources. If you have someone who is very good at writing articles, use them. If not, consider appointing an external freelance journalist to write it for you.
Writing a boring article or one that is too technical will defeat the purpose of the exercise.
Include your contact information in your by-line.
Submitting the article for publication
Send your article to your chosen publications.
It could also be advantageous to select one key title and offer the article on an ‘exclusive’ basis. In a competitive market, many newspapers want to offer their readers something that no other publication can.