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Getting (More) Media Coverage

Posted on 8.24.2009

Jerry Fireman, President of Structured Information, said, “It takes a lot of time and effort to put together great articles. So naturally companies want to get as much use out of them as possible. But at the same time you want to stay on good terms with the publications that run your articles. In most cases, it's possible to accomplish both objectives.” Fireman then offers these tips:

• Understand what the publications that you are working with expect in terms of exclusivity. Most publications, when they publish a feature article, are expecting some type of exclusivity but the type of exclusivity they are looking for can vary widely.

Often, publications are looking only for exclusively among the publications that they compete with directly. Most articles inherently target multiple industries or can be written intentionally to do so. Bottom line: it is usually possible to place an article in multiple publications. “For example, an article about control systems in a chemical plant could be placed in both a controls publication and a chemical engineering publication as long as both publications only require exclusivity among their direct competitors,” said Fireman.

•Find out if your key target publication requires absolute exclusivity or just first publication rights. Some publications only require that they be the first to publish an article and do not mind if others publish it later. So obtaining multiple publications of your article may be as simple as making sure that the article is published first by the publication with this requirement.

•Be aware that even where publications require absolute exclusivity, it may be possible to repurpose much of the information in the article by writing a second article that presents the data in a different way. “For example, suppose the original article was a case study about thermal management of a data center. Perhaps it could be repurposed into a feature article that didn't mention the customer and instead talked about best practices for thermal management,” said Fireman.

“Placing success stories in Print and Web publications is one of the most effective means for getting your name and technology in front of thousands of potential customers,” said Fireman. “Some companies can produce these stories in-house. Often, however, companies don’t have the staff or means to produce publishable articles in-house and then place them. That’s where Structured Information can help. To date, we have published more than 9,000 articles in over 3,000 trade journals, technical journals and mass media around the world.

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