Bylined articles and interviews
Newsrooms are permanently short of experts, and usually settle on whoever got in touch first and could explain things clearly. It is space you cannot buy and it outlasts a campaign: an article signed by someone from the company gets cited for years, and language models pick it up as a source. The precondition is having something to say — a subject where the company knows more than its competitors.
What we deliver
- Choosing topics where the company genuinely has expertise
- Identifying in-house experts and their subjects for the media
- Pitching articles and interviews to specific outlets and sections
- Working on the text with the author and preparing them for interviews
- Approval and verification of publication
- Reusing the text — website, social, sales materials
Who delivers it within the group
This service is led by OMNIA PR. You contract with that company and it invoices you — OMNIA GROUP is a brand umbrella, not an entity you could contract with.
An expert piece must not sell
An article that after three paragraphs slides into the solution happening to be the author’s product is either rejected or labelled as advertising. Both are worse than a text that sells purely by being good.
So we work to the rule that the company is named once, in the byline. The rest is content a reader would value even if the author worked elsewhere — which is exactly what makes editors ask for the next one themselves.
One subject feeds several places
Preparing an expert piece costs most time at the start — settling the subject and backing it with figures. Once that is done, it yields an editorial article, a longer version for the website, social commentary and material for sales.
So we plan them together rather than as separate jobs. The reverse holds too: a subject that produces one article and nothing else usually was not substantial enough.
Frequently asked
- Does someone from the company have to write it?
- The thinking, yes; the writing, no. The usual route is an interview with the expert, from which the text is written and then approved by them. The byline belongs to whoever stands behind the content — which is what makes it a bylined article.
- Do you pay the outlet to publish it?
- For a bylined article, no — it runs because the outlet wants it. If space is paid for, it is an advertorial, must be labelled as paid content and belongs under press advertising. Mixing the two without labelling is a risk for the company and the title alike.
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