Tips for Finding Client Champions for Bylined Articles

Medical IT vendor Emmi Solutions enlisted Ritz Communications to help gain positive media exposure for the brand (read related story). The PR agency implemented a strategy of using client champions as authors, which hinged on finding eager candidates with appropriate credentials for the audience they hoped to reach. Ritz’s Patty Keiler shares specific ways they approached author candidates: • Author comes first. “ It can’t be Emmi, Emmi, Emmi; we need, we need, we need,” says Keiler. “It has to be helping everyone to understand what each person can bring to the table and then glean from it.

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