Editorial Content - The Swiss Army Knife of Public Relations

Writing editorial content is one of the most useful gadgets in the PR tool box. Think of it as the swiss army knife of PR practices.You need more than one hand to count how many ways a story for a trade publication or a professional journal can be flexed, bent and turned around. Spend a few hours crafting 750-800 words on a current topic, get it published, and you’ve got a piece worth well-more than the time you spent.

You can multi-purpose your work in the following ways:

• Newsletter – include it in your company newsletter – both internal/external

• Email blast – send out an email blast before and after your story is published

• Website – use it as fresh copy for your website and be sure to add the link to the publication’s website to your page

• Blog – make it your latest post

• Sales letter – include the published piece in your sales kit

• Facebook page – add to it your company’s and your personal Facebook and Twitter page

• Speaking engagements – if you are published regularly you can leverage it for more exposure

If you simply don’t have the time or don’t fancy yourself a writer, consider contracting help. Hiring out for editorial copy is far less expensive than generating paid advertising. In many cases, you can save up to two-thirds of the cost of traditional advertising.