The Tribe Discovers...Ghostwritten Trade Articles
Last week, the Fire Enterprises, Inc. (FEI) tribe introduced the idea of a public relations strategy for businesses in the fire (and other) industries. This week, the tribe delves further into PR strategy with a discussion of the importance of ghostwritten trade articles to boost a company’s industry profile. Remember, fire = print.
Despite Marka’s enthusiasm, Org wasn’t sure he wanted to be a star. “We’ve discussed this, Marka. I shouldn’t be the media’s focal point. FEI is about quality fire products and services, not me.”
“Like it or not, you are the face of the company,” Marka said. “The public needs to hear our battle cry, and you have the best voice.”
“Voice for what, exactly?” Org asked.
“Remember that Flintstone sales rep Johnny Flamethrower?” Marka asked. “He recently left Flintstone and started a ‘trade’ magazine called Fire Trade.”
“Let me guess,” Org said. “Johnny Flamethrower wants me to write for Fire Trade.”
“How perceptive!” Marka replied gleefully. “Now that you’re the face of the FEI brand, Org, your appearance in local or trade media will imbue FEI itself with an added authority.”
“There’s one problem,” Org said. “In case you’ve forgotten, I’m trying to manage a profitable fire business. I don’t have time to sit down and pen a 1,000 word article. Also, I’m not even a good writer!”
“I can write it,” Marka volunteered. “But my name won’t be anywhere near the piece. It’ll be like a ghost wrote it for you!”
“In other words, a ghostwriter,” Org suggested.
“Yep,” Marka said.
“No offense to ‘Fire Trade,’ but I doubt all of our customers and prospects read it regularly,” Zoot noted. “How can a trade article display our brand to the same magnitude as, say, a press release?”
Marka had anticipated this objection. “The best use of these trade articles won’t even be seeing them published. We’ll make copies of every article and give them to our customers and prospects—during sales calls, at trade shows and, best of all, enclosed within marketing materials.”