WeiserMazars LLP is an independent member firm of Mazars Group.

G E T T I N G P U B L I S H E D

What You Need to Know

PRIDE. INTEGRITY.LOYALTY. TRUST.

Lions create a tight-knit community, allowing them to prosper in a harsh

environment.

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W R I T I N G A N A R T I C L E F O R A N E X T E R N A L P U B L I C A T I O N – G E T T I N G S T A R T E D

Think strategically about your target audience•What is the intention and who are you trying to reach?

Identify potential topics that will resonate with your target audience•Trends, issues, legislation/laws, hot topics

Think about what’s in it for the audience•Why does your audience need to know about this topic; what will they be able to take away from your article?

Write a short summary of what your article will cover•This will be used

as the basis for the media pitch

•No longer than two short paragraphs

Send summary to marketing for review •Once summary is approved, marketing will share with our PR firm for pitching

•Marketing will reach out to you with feedback and next steps

Do NOT draft your article prior to marketing securing a publication•Publication will give you guidelines (word count, deadline, etc.)

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T H E L I F E C Y C L E O F A P U B L I S H E D A R T I C L E

After abstract is approved by the publication and

guidelines are given, article is written

Article is submitted to PR firm

Article is publishedAfter publication, an

article can be repurposed in a number of ways…

T H E L I F E C Y C L E O F A P U B L I S H E D A R T I C L E – W H A T ’ S N E X T

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Internal Repurposing

M&D Watch

WM Ledger

Other Industry Newsletters

Post on the Firm’s Website

External Repurposing

Host a webinar

Use article as a speaking topic

(clients, industry events, etc.)

Hold an internal event on the article topic –

training or clients/prospects

Smart CEO

Promoting Your Article

Share on Social Media

Update your bio

Share w/ your colleagues, clients

and contacts

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T H E L I F E C Y C L E O F A N I N T E R N A L L Y P U B L I S H E D A R T I C L E

Alert/Article is writtenArticle is published in a

WM publication (tax alert, newsletter, etc.)

Marketing shares article with PR firm

PR firm reviews article, and if relevant, provides

a pitching plan which marketing will review and

approve

If relevant, article is placed w/publication and published (Note: not all

articles will be published)

After publication, the article can again be promoted internally through:• Website• Bios• Social Media• WM Ledger

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G E T T I N G P U B L I S H E D – W H A T N O T T O D O !

Draft your article before a publication is secured Miss a deadline or ask for an extension Not submitting what you promised

– Over / under word count– Change topic / focus

Too promotional Too opinionated / biased Having typos and grammatical errors Too technical or use jargon

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O T H E R T I P S

Lists work great (top 3, 5 or 10 lists) Do’s and Don’ts are very effective Tell your reader something new / be timely Keep it simple and reduce the technical jargon Grab your audience's attention with a headline applicable to them Play to the strengths of accounting: numbers, facts, metrics (BUT,

don’t be too technical) Team up with someone (2 heads can be better than 1) Ask a Partner for guidance or to review your article Always include a short bio and contact information at the bottom of

your article (this may get cut in the editorial process, but always important to include)

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Visit us at: www.weisermazars.com

Beth MoreMarketing Manager(P) 212.732.2012(E) Beth.More@WeiserMazars.com

WeiserMazars is the independent U.S. member of the Mazars Group.