Tuesday, November 27, 2007

Publish or Perish?

“Publish or perish.” That’s the mantra in post-graduate academia. To be taken seriously as a scholar, one needs to write a paper and have it published in some scholarly publication.

Well, it’s really not all that much different once you get out into the business world of the entrepreneur.

Welcome to another edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

I had a nice chat with “sales growth” guru Bob Janet (http://www.bobjanet.com/) about the benefits of having his many articles on sales growth and marketing picked up by various publications representing a potpourri of industries. And how his speaking engagements have increased due to the cachet and presumed expertise – certainly earned in his case – that accompany one’s byline in a commercially or professionally established publication.

Other folks I know who are published – regularly, and that’s key – include Harvey Smith (http://www.carolinabusinesscoach.com/) periodically in The Charlotte Observer; business trainer and hiring consultant Denise Altman (http://www.altmaninitiative.com/) in Greater Charlotte Biz; IT marketing “maven” Sally Phillips (http://www.mariner-usa.com/) who skirts around the literal definition of “publishing” by appearing, vocally, on Charlotte’s local NPR station, WFAE-90.7 FM, with personal essays and observations; PR pro Patricia Pollack (http://www.myteamofexperts.com/) with an ongoing column in The Business Journal; and web marketing SEO queen Esther Kane (http://www.eckweb.com/), who offers her professional musings in a blog, along with her monthly newsletter.

When you write what you know, it translates to readers that you know what you write. That’s a glib way of saying there is a built-in respectability that comes with the distinction of having your words “archived” in a forum presented for public review. It doesn’t necessarily mean that you have to have a degree in journalism, either. (To my knowledge, the only one of the individuals I’ve noted who do have such a degree is…me.)

If you can get your knowledge down in a reasonably syntax-friendly way, you can write for the media. (And if you can’t or prefer not to tempt the grammar gods, there are professionals who can “ghost write” for you. Such as, again…yours truly.)

Getting selected media to accept your musings may not happen the very first time out of the gate, but it is do-able. Especially with said selected media always looking for informative – and entertaining – subjects that will help fill space and provide their subscribers with good, value-added material that reflects well on them.

Joel Kweskin

1 comment:

Patricia Pollack said...

I always enjoy your commentary -- your perspective is refreshing and often amusing. And I agree that sharing information with your target market via published articles is one of the best ways to establish and promote your expertise. As a matter of fact, I'd like to see more of YOUR stuff published!