BY CHRISTINE TAYLOR
Technology vendors often contribute bylined articles to trade journals. The articles are great exposure for these companies but they don't come cheap – the trades rarely pay for these articles but the vendors spend time and resources to assign pieces, write them, approve them and submit them. Your PR agency can help your clients leverage their investment by wringing top value out of these articles. Here are some possibilities:
- Reprints
- White papers
- Product briefs
- Booklets
- Speech outline and handouts
It's pretty galling to contribute a byline to a publication, only to turn around and spend major bucks for reprint rights. But reprints are good things: they significantly increase your client’s exposure to the market. Make sure you use the reprints anywhere you can, including press kits, presentation handouts and conference take-aways. Post them on your site too. Even if you haven’t paid for electronic rights you can probably link to the publication’s URL, assuming they’ve posted your article online. (It doesn’t hurt to ask.) If you’ve got digital reprint rights and are posting the article on your client’s site, avoid using a scanned hard copy of the printed article – the resolution is poor and not very readable. Create a .PDF file and use that for posting and downloading.
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