Bylined articles good way to control the message

When “weighing” the value of being quoted in an article or bylining, quotes weigh more.  There is the third-party scrutiny of the journalist, providing more credibility. But, you don’t get to control the direction of the story.  Usually you’re part of a story the journalist generates and you plug into that message.  Bylines give you a chance to better control your message (as long as you understand it’s not an editorial-looking advertisement).  They need to discuss an industry trend that will interest people outside your company.  Oceanus Partners’ Frank Pennachio did a great job with this American Agent and Broker article identifying the waning importance of experience mods in light of insurers use of “big data.”