The Young Designer’s Guide

Increases Credibility
When people read a story written by an industry expert they are more likely to recognize the expert and have a favorable opinion of their organization.

Helps Attract “Quality’ Prospects
The increase in credibility that comes with being published multiple times will help attract the companies that want to do business with the best of the best. When people have heard of you and have a favorable impression of you, it is much easier to attract and hold their attention while you present them with your knowledge.

Media Coverage Makes You a Player
Coverage in key publications makes the organization look much larger that it is.

Helps You Avoid Price Competition
If people believe that you are the expert, they will not questions you twice and will understand why it is worth paying the price.

Increased Visibility and Credibility
There is no better way to gain visibility and credibility on a mass level than using the media to your advantage.

The Best Way to Position Yourself as an Expert
See a new trend, be the first one to talk about it. Hear a question over and over again, be the first to address it?

The Plan

• Set your goals and objectives
• Define your target audience
• Define your target message

The Tools

Byline or Feature Article
Beyond getting exposure for you and your company or product, byline articles can be used in a number of ways. Writing an article for a magazine or online publication has a longer shelf life than just that one edition. The article should be timely and targeted. Usually it is wise to pitch your idea to a publication prior to writing it. (1,200 to 1,800 words).

Sidebars
500 to 800 word articles that run opposite an editorial are an excellent opportunity to comment on issues of the day and to build name recognition as an expert in the field. They run under the bylines of experts, and give you a chance to state your case in your own words, with minimal editing by the editor.

Spokesperson Opportunities
The media usually wants to speak to an authority in the field, not the public relations person, for in-depth stories.

Announcements
A brief press release on a topic such as a new installation that used Peerless products in a high-profile location.

Major Announcements
New partnership, research, product use, etc.

“Trend” Press Release
These are usually the most valuable to the media, and will help you establish a reputation as a source. These press releases are about developing trends in our industry and contain information that would be otherwise difficult for the media to obtain.

Rules of Content

• Don’t write product pitches
• They want to know what an expert says about how they can do their jobs better