There's a difference between a contributed-by-line article, a case study, and an interview. It sounds obvious but many entrepreneurs miss out on editorial opportunities because they don't know the difference and so don't approach the media with 3 completely different kinds of content. In just 11 minutes I'll explain the difference and how you can use them for different purposes, and this applies to print, tv, radio, and podcasts.
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What is the difference between a byline article, an interview and a case study? They're not all the same and they all create different opportunities The byline article is really a thought leadership piece. The byline article is really for the company and the spokesperson to address an industry issue. Now the interview is what most people think of as PR when the journalist sits down with the spokesperson and they have a conversation. The real goal is to build some engagement between the journalist and the spokesperson. The case study will appeal to the person who's looking for solutions. It should include the problem that was to be solved, the obstacles that company was facing in solving those problems; how they found the solution and how they implemented the solution. The bylined article, the interview and the case study: just three different formats in which you can address the media; be it print, be it radio or TV or podcasts.