ARTICLES

Sometimes known as ‘feature articles’ because they are often written to fit in with a feature in a specific issue of a publication (see ‘Features monitoring’ below). They discuss subjects such as a current topic affecting a particular industry, or the pros and cons of a new technology. The aim here is to present the writer to the readership as the expert in the field – and hopefully as an industry guru to whom journalists will instinctively turn for comments as and when this subject arises again.

After your steady flow of well-written press releases has convinced the editor that you know your stuff, he may look favourably on an article written by one of your people, by-lined with his name, title, and your company’s name. The editor may insist on a so-called ‘generic’ article, i.e. one which does not specifically plug your company or its products (but don’t throw in the towel, there’s a way of getting round this – see page 68).