It’s time to write another blog that answers the questions I get asked the most frequently: Today, I reply to a perennial favorite: “Can you place an article for me in the New York Times or Business Insider?” The answer is no, but if I left it there, this blog post would only be 42 words long, and that’s not enough to explain what’s really going on here.
The request is understandable. Who wouldn’t want their business featured in Business Insider? And, it may be possible to get them to cover you, but I, for one, certainly cannot “place” an article on their site.
One misperception is that a PR firm can arrange for an article to be published.
Why do people think that services like mine can simply insert an article into a major media site? There are a variety of explanations, most of which have to do with a misunderstanding of how public relations and the media work. One misperception is that a PR firm can arrange for an article to be published. This is almost true for major PR firms that have relationships with editors. They can pick up the phone and ask an editor at the New York Times to listen to your story, and you find yourself speaking to the top reporters in the country. This happens, but it takes the kind of PR firm that charges $50,000 a month for a retainer. And still, there’s no guarantee of a story.
In many cases, the misunderstanding is fed by competitors of mine who overstate what they can do for clients. For example, it is possible, with certain modes of press release distribution, to get a press release published in Business Insider. That’s cool, but it is not the same as having a reporter from Business Insider interview you and include you a story they are writing.
Another misunderstanding has to do with the difference between having a reporter write a story about you and a publication accepting a contributed article. The latter involves you (or someone you hire) writing an article, which you submit to the publication for consideration. This can be a great way to get published. Here’s an article that shares several sites that accept contributed content.
Having your name attached to a well-written article can be good for your brand.
Having your name attached to a well-written article can be good for your brand. It can also help with search engines. However, it’s useful to know a few facts about the contributed article process before you dive in, headfirst. For one thing, it’s labor intensive. You have to write the article, which needs to be vendor neutral. You cannot promote yourself in the article. It usually has to be about a subject that’s relevant to the publication’s audience. You generally get a little plug and backlink in the “about the author” section.
There’s no guarantee of publication, and you may have to submit your story to a lot of outlets before you get a yes. The process can be complicated and time-consuming, as well. Harvard Business Review will consider articles, but they require a lengthy querying process up front. You can’t just write an article and send it to them.
The major media outlets don’t allow contributed articles, with the exception of Op-Ed pieces.
Finally, the major media outlets don’t allow contributed articles, with the exception of Op-Ed pieces. Yes, you can write an Op-Ed and submit it to the New York Times and Wall Street Journal. Your chances of publication are quite low. Also, if you’re expecting a backlink from the Wall Street Journal et al, you’re going to be disappointed.
Trade publications are usually the best choice for contributed articles. I write about cybersecurity, for instance, so I was able to get an article published in Security Boulevard, an industry media outlet. Niche publications, such as those that focus on wellness or beauty, can also be welcoming, but they are competitive, and it may prove challenging to get published.
If you’re not pursuing contributed articles, how do you get covered by a major media outlet? In simple terms, a reporter at the publication has to write about you in an article. There are several paths to this outcome, most commonly:
All of these require contact between you and either the reporter or the editor. A PR firm can make that connection. You can do it yourself if you have their contact information. But, there’s not “placement” of articles.
Photo by CARYN MORGAN: https://www.pexels.com/photo/typewriter-keys-938165/
