In the world of public relations and author branding, a fundamental question emerges: is it better to be written about or to write articles yourself? While both approaches have merit, being the subject of media coverage offers distinct advantages for brand building that often surpass the benefits of bylined content.
When an author is interviewed or featured in media coverage, they gain the powerful endorsement of third-party credibility. As PR professionals understand, earned media—coverage you don't pay for—carries significantly more weight with audiences than content you create yourself. This external validation signals to potential readers that an author's ideas are worthy of attention from respected publications and journalists.

Media interviews position authors as experts whose opinions are sought after, rather than individuals merely promoting their own perspectives. This subtle distinction creates a perception of authority that's difficult to achieve through self-written articles. When The New York Times quotes an author or a morning show features them as a guest expert, it implicitly tells audiences: "This person's expertise matters."
The reach factor cannot be overlooked either. Featured authors gain access to established media platforms' existing audiences—often numbering in the millions—rather than competing for attention through their own channels. This exposure to new, diverse audiences is invaluable for brand building and expanding an author's reach beyond their current following.

Being featured in media creates shareable content that boosts an author's credibility across platforms. An interview clip or feature article can be repurposed across social media, websites, and promotional materials, amplifying the initial impact and providing ongoing brand benefits.
That said, bylined articles do help. They provide complete message control, allowing authors to express their ideas exactly as intended without interpretation by journalists. They also demonstrate writing ability directly, which can be particularly important for authors building their writing credentials. And regularly published articles can help establish consistent positioning on specific topics or issues.
However, these benefits typically complement rather than replace the power of being featured in media coverage. The most effective PR strategies often combine both approaches, using bylined articles to maintain visibility while pursuing high-impact media features that position authors as newsworthy subjects rather than merely content creators.

The ultimate goal of author branding is to build recognition, credibility, and audience. When authors become the story—rather than simply telling stories—they achieve this aim more effectively, elevating their status from writers to recognized authorities whose perspectives and books command attention in an increasingly crowded marketplace.

For more information visit: www.prforwriters.com