In plain English
What does byline mean?
In journalism, a byline is the line naming the writer of a published article, typically appearing just below the headline. In PR, the term also refers to a specific tactic: a thought-leadership article ghostwritten by a communications team but published under an executive's name in an industry outlet, positioning that leader as a subject-matter expert.
Byline placements are earned through pitching editors on an angle and outline rather than a finished press release, and they require the executive's genuine review and approval since the piece runs in their voice.
Example
Our CEO's byline on supply-chain resilience ran in Forbes under her name, drafted by our team and approved before submission.
Use it well
Three practical tips
- 01
Pitch editors with a clear thesis and outline before writing the full draft.
- 02
Match the executive's authentic voice and expertise, not generic marketing language.
- 03
Avoid overt product promotion; bylines should teach, not sell.
Knowledge check
Did it stick?
In a PR context, what is a byline placement?
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