Authors of non-fiction books possess significant expertise in their subject matter, which is what qualifies them to write. When it's time to promote their work, many book publicists are suggesting that authors pen bylined articles for relevant publications. These articles serve dual purposes: they provide the author with valuable exposure and allow for a subtle mention of their book in the bio section at the end. It's a logical strategy—if someone enjoys reading an article, they are likely to seek more information, and purchasing the related book feels like a natural next step. It's easy to see the promotional value.

For those unfamiliar with writing bylined articles, a length of 700 to 900 words is typically ideal. The goal is to showcase your expertise and build credibility through media exposure. The article's topic should align closely with the book's subject or be closely related, ensuring continuity for your readers. Focus on producing actionable content, such as practical suggestions or case studies. Print and online media are often willing to publish articles with minimal edits, giving authors a great platform to reach potential readers. There's no better way to spark interest in your book. 

A well-crafted bylined article can also help you attract social media followers, which is essential for building an author platform—a community of interested readers. If you have a website, include the link to it in your bio, and consider inviting readers to subscribe to your newsletter if you have one. Media coverage can also catch the attention of other outlets, amplifying your reach to prospective readers. Since successful PR campaigns involve multiple strategies, bylined articles are a practical component of a broader promotional effort to convert readers into book buyers. 

When crafting bylined articles, it's crucial to understand your target audience, ideally one that aligns with your book's target audience. While book PR professionals are often best positioned to submit articles due to their established media connections, authors can also reach out directly if they've nurtured contacts at relevant outlets. While it's tempting to aim for publications with large audiences, focusing on niche media with dedicated readers often leads to better engagement and, ultimately, more book sales for authors. Mass media means reaching a large audience, but only a few are interested.