Great press coverage can result in great things being said about your company or brand, but hardly anyone in the media is an expert on your industry – and not a single reporter, editor, or other media gatekeeper is an authority on your business. In an article for Home Business Magazine, Proven Media Solutions founder Dustin Siggins discussed the right ways to utilize the op-ed as a tactic for driving a company’s narrative and setting the tone for the related industry.
Op-eds must have several characteristics to succeed. Among them:
- Flexibility to be tailored to the news cycle.
- Authority from the author’s voice, including new insights which are tailored to that person’s expertise and knowledge.
- Ability to be tailored to multiple marketing platforms – in other words, transferrable to social media, the company website, and e-mail newsletters in various forms.
- Thought leadership to establish the company’s and author’s brands on their own terms, not through the filter of the media outlet.
As Dustin emphasized, a solid op-ed placement plan is critical to the success of this tactic as timing, topic, and title all come into play. For this reason, Proven Media Solutions specializes in crafting the right strategy to maximize the reach and impact for clients looking gain recognition as thought leaders in their fields.
Read the full article here.