Trade publications present an excellent opportunity for organisations to gain thousands of dollars worth of free publicity by having articles published. As they are regularly looking for articles to fill space and they are often used as a forum to promote new products or services to specific audiences. In addition to this trade publications are often tailored to specific markets and widely read, offering a tailored communication channel. Here are 8 Steps to get your articles published: 1. Research Thoroughly research what publications are available on the market that might be interested in using your article. A media guide such as Margaret Gee's Guide to Australian Media will provide you with the relevant contact details of editors. Take into account how often the publication goes to print; its audience and circulation. Also take note of specific journalists who cover stories similar to the one you would like printed. Some publication designate areas of expertise to journalists, by targeting to right journalist, you may have greater odds of being printed. 2. Be prepared Prior to making contact with the publication prepare a script of what you are going to say to the editors when you call. Ask questions like what their word limit is, do they pay for contributions and do they have any specific requirements for your article? Ask for their policy on reprints for marketing purposes. It is also important to emphasise that you will tailor your article to suit their specific publication. Remember the initial phone establishes the relationship, be professional but approachable. 3. Be involved It is often handy to read the publication that you intend to contribute articles to, so that you can assess the style and format of the publication. They may ask for a synopsis of the article so pre-prepare these and keep them short. Just a taste of what's in the full article. Being actively involved and prepared shows you are interested, often journalists work to strict deadlines and do not have time available to wait. 4. Prepare Your Article Research and write your article so that it suits the style and format of the publication that you intend to use. Incorporate your key messages and package them well to capture the editor and readers attention. 5. Use Examples If possible include examples or a case study that contains information relevant to the trade publication's readership. A real-life story livens up facts and makes the article more personal. 6. Check And Re-check Give your article to a second and possibly a third party to be sub-edited. This allows for mistakes/typos to be found and changes to be made to your content. Spelling or grammatical errors show lack of attention and may be disregarded by the editor or journalist. 7. Submit and Co-operate Submit your article to the editor of the publication with an attached note advising him/her that you are willing to make any editorial changes that they might find necessary. Remember to be flexible. Often a 500-word article may be cut to 300 words due to space concerns. It is more important to be certain your message goes out in the 300 words then be upset. 8. Follow Up and Feedback Follow up with the editor to get their feedback on the article after it's been published. Ask what worked well and worked can be improved? What sort of response did they get from readers? Ask if you can send other articles in the future. Ask for complimentary copies of their publication to be sent to you to build your published article file. Establish a relationship for future efforts. |
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