Bylined articles and interviews
Newsrooms look for people who can explain clearly what is happening in their field. A company that has such people can earn space money cannot buy: a bylined piece by its expert, a comment in a news story, or an interview. The condition is that the text serves the reader — a sales pitch dressed up as expertise will be turned down, and if it ran, readers would see through it.
What we deliver
- Choosing topics on which the company has genuine expertise to offer
- Naming experts and matching them to topics for the media
- Pitching articles and interviews to specific outlets and sections
- Working on the text with the author and preparing for interviews
- Approval, checking publication and reusing the piece afterwards
The story must stand without the company name
A good bylined piece would make sense even with the author and company names removed. It explains a regulatory change, an industry trend, a common mistake, or data readers cannot find elsewhere. The company benefits by being seen as the one that knows.
So we start from what the outlet and its readers need, not what the company wants to say. Where the two meet, the result is a piece the newsroom is glad to run — and one that can be cited and shared for a long time.
Editorial or advertorial?
Editorial space is free but uncertain: the newsroom may cut, edit, delay or drop the piece. In return it carries credibility that paid content lacks. An advertorial guarantees timing, length and wording, but must be labelled as advertising.
Often both are worth having. Since print buying and PR sit in one team, we can say which message belongs in the newsroom and which in a paid article — and keep the two forms from being mixed.
Frequently asked
- Who writes the article?
- The piece carries the name of a company expert and the substance must be theirs. We usually prepare it together — a draft built from an interview or notes, which the author revises and approves. The outlet may then cut or edit it under its own rules.
- Can we read the interview before it runs?
- Approval of quotes has to be agreed with the outlet beforehand and practice varies — it usually covers quotes and facts, not rewriting the questions or the angle of the piece. We explain the rules to the spokesperson before the interview so there are no misunderstandings.
- What do bylined articles and interviews cost?
- The editorial space itself is not paid for. Send the inquiry form for a concrete proposal.
Related services
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Press releases, handling journalists’ questions and long-term relationships with newsrooms — so the company is covered accurately, on time and from its own material.
Read more →11Advertorials and supplements
Paid space in the form of an article or themed supplement — for messages too long for an ad, always clearly labelled as advertising.
Read more →12Regional and trade press
Regional dailies, municipal newsletters and trade journals — where the audience is narrow and reads its title closely.
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