You have something valuable to offer. A service that makes a difference, a product that helps people, or knowledge that really contributes to society. You may have been working on it for years, you see the impact in practice. But how do you make sure more people find you? That your expertise doesn't get stuck within your own network? A newspaper publication can do that for you. A newspaper article gives you visibility that you cannot buy yourself.
It puts you among the real news, among stories that people take seriously. You are not seen as just someone with a service, but as an expert in your field. And the great thing: it doesn't have to cost you anything at all. Knowing how to approach journalists creates opportunities that take your marketing to another level.
What is a newspaper article?
A newspaper article is a story that appears in a printed or digital newspaper. It can be about current events, an interview with someone of interest, a background story on a social issue or an opinion piece in which someone shares their views. The aim is always the same: to inform, make readers think or inspire.
For you as a knowledge entrepreneur, such an article means an opportunity to link your expertise to what is currently going on in society. This shows that your knowledge is relevant, without it feeling like a sales pitch. Your expertise comes first, not your service or product.
What is the purpose of a newspaper article?
Many entrepreneurs think that media attention should lead directly to sales. But that is not the point. A newspaper article builds something much more valuable: credibility. When people come across your name in the Volkskrant, the Financieele Dagblad or even the local paper, this thought arises: "This person must really know his stuff."
This is social proof in action. You are perceived not just as an entrepreneur with a service, but as an authority within your field. And that perception opens doors. People contact you, they ask you for collaborations, they invite you to panels or podcasts. That movement often starts with one well-posted article.
What types of newspaper articles are there?
Not every newspaper article is the same. The form that suits you best depends on what you want to achieve and how you want to deliver your message. A news article is all about current affairs and connects your expertise to something that is happening at the moment. Think of a social trend, new legislation or a study that has just been published.
An interview is more personal. In it, you talk about yourself, your background and why you do what you do. Background stories give context to larger themes and show how your knowledge fits in with them. Opinion pieces are meant to spark discussion. They show that you not only have knowledge, but also your own vision that makes readers think. Each type of article has its own strength, depending on what you want to achieve.
What does an article need to meet?
A good newspaper article has news value. It must be relevant to the readers of that newspaper, at that time. Journalists always ask themselves: why should this story be interesting right now? If you can answer that question, you've already come a long way.
Your story should be clear. No complicated language, no endless pieces of text. Journalists work with tight deadlines and want to be able to quickly assess whether your story is useful. Make it easy for them by being concrete, preferably with examples or figures that underline your point. And remember: it is about what the reader thinks of it, not what you want to tell them.
What types of newspapers are there?
You have national newspapers such as Volkskrant, AD or Trouw. These have great reach and status. But there are also regional newspapers, trade magazines for specific sectors and local door-to-door magazines. For knowledge entrepreneurs, the latter two are more interesting than you might think.
Regional and local media are more accessible. They are looking for stories from their own region and are open to people who live and work there. Their readers value local involvement. They feel connected to entrepreneurs from their area. Trade magazines reach exactly the people who are already interested in your topic and actively look for experts within their sector.
An article in which newspaper gets me the most?
That depends on what you want to achieve. A national newspaper lends prestige. It looks good on your website and makes an impression on potential clients. But what about tangible responses? These often come from regional and local media. People recognise you, they stop you in the street, they get in touch. They share your story with their network because it’s about someone from their own community.
So start close by. Build your visibility locally first. Show what you are worth in your own region. From there, you can find your way to national media. It works like a funnel: from small and personal to big and broad.
What does a newspaper article cost?
Here comes the good news: if your story is journalistically interesting, it will cost you nothing at all. Journalists are looking daily for relevant topics and people who can tell something meaningful about them. If you help them by providing a good story, chances are they will run with it.
Of course, paid opportunities also exist. These are advertorials: articles that look like editorial content but for which you pay. These can be useful, but do not have the same impact as an independent article. Readers feel the difference. An advertorial buys trust, a genuine article earns it.
How does a news article come about?
Every day, a journalist receives dozens of e-mails. Press releases, invitations to events, tips on potentially interesting topics. Most disappear straight into the bin. What remains is assessed for newsworthiness, relevance and whether it fits the newspaper's line.
If your topic is interesting enough, the journalist will get in touch. Maybe for a telephone interview, maybe for an appointment. The story is written and at some point the newspaper article is published. Your chances of being chosen are increased if you connect with current topics. If your service is about sustainable mobility and reports about climate targets appear, you have a hook. Use that.
How is a newspaper article structured?
Newspaper articles follow a clear structure. The headline attracts attention and summarises in a few words what it is about. This is followed by the lead, the opening paragraph containing the gist. That first paragraph determines whether someone reads on or not.
The middle section contains the details: explanations, quotes, background and examples. Journalists write according to the principle of the inverted pyramid. The most important is at the top, the less essential information follows after. This allows readers to scan quickly and still understand the gist of the story. This structure makes articles clear and accessible.
How to write a newspaper article?
When you write your own piece, for instance as an opinion article or guest contribution, start with your reader. What does that person want to understand after reading? What question are you answering, what problem are you solving or what thought are you setting in motion? Write from that interest, not from what you want to say.
Use clear language. Short sentences work better than long, complicated constructions. Add concrete real-life examples. Quotes make your story livelier. Dare to be personal. Show what drives you, why this topic is important to you. That makes your story human and therefore more interesting for editors.
What are the most common mistakes entrepreneurs make when writing an article?
The biggest pitfall is that it looks too much like advertising. As soon as a journalist gets the feeling that you mainly want to sell your own service or product, your story loses its chance. Another problem is that texts are too long or too technical. Journalists don't have time to plough through jargon.
Keep it simple and relevant. Write from the reader's perspective, not your own offering. Always provide a topical hook. If your story cannot be linked to something that is happening right now, the chances of placement are slim. Journalists don't want timeless pieces, they want stories that are relevant now.
How do I use an article within my marketing plan?
A newspaper feature isn’t the end of the story. It’s a starting point for greater visibility. Share the article on your website, post it on LinkedIn, Instagram or other social media channels. Refer to it in your newsletter. Add the article to your email signature or to your LinkedIn profile under ‘Highlights’.
This way, you extend the life of your publication and reach more people than just the readers of that one newspaper. Combine it with other forms of visibility: a podcast in which you expand on the topic, a webinar or a guest blog on a relevant website. One article can be the basis for multiple marketing statements that further enhance your expert status.
What is the result of a newspaper article for me and my company?
The impact can be surprisingly big. Your reach grows, your name becomes better known and your credibility increases. Invitations for other media appearances, collaborations or speaking engagements often follow. People see you as an expert, not just an entrepreneur with a service.
That shift in perception opens doors that would otherwise remain closed. It makes people more likely to engage with you because they trust you even before you have spoken to each other. You need to 'sell' yourself less because your credibility has already been established by the publication.
What should I start with if I want to get into the newspaper?
Start with clarity about your message. What is the core message of your expertise? What topics you are working on deserve more attention? Write that down in one clear sentence. That sentence will become your compass in everything that follows in your PR.
Next, see which media suits you best. Do you want national or regional coverage? Are you looking for trade magazines or general media? Think about what current affairs can support your story. Without that topical hook, it will be a lot harder to get the attention of an editor.
How and with what do I approach the newspaper to get a publication?
A press release is often the key. In it, you tell briefly who you are, what your expertise is about and why it is relevant now. Add a catchy quote or concrete figures that support your point. Keep it short and sweet, preferably no longer than one A4.
Feel free to call the editor afterwards. Approaching the press feels exciting, but journalists are just people looking for good stories. If you help them do this, it will create a collaboration that is valuable for both. Don't be afraid to put yourself in the spotlight. Without that first step, nothing happens.
Who can help me get into publicity?
You don't have to go through this process alone. Blooming Publicity helps knowledge entrepreneurs to become visible in the media without needing an expensive PR agency. Linda Graanoogst knows exactly how editors work and what journalists are looking for. She can either teach you how to do that yourself or you can choose to work with her.
Do you want to learn first-hand from the very best, with a wealth of experience? Then Linda will teach you, step by step, how to turn your knowledge into a story that the media will find interesting. How to write a press release that stands out, how to approach journalists and how to ensure your story gets published. This way, you’ll boost your visibility, build your authority and reach more people with the positive impact you have to offer. And all with ease.
Would you like some PR advice on your specific topic first? Then book a personal consultation with Linda.
