It's the time of year when calendars crowd out the books and magazines in bookstores and are even on sale at reduced prices. But there's a special kind of calendar that all good public relations professionals use ? the editorial calendar.
Using editorial calendars is one of the most effective, yet most overlooked tool in a publicist's toolkit. Most people avoid using editorial calendars because it takes some time to research and compile. The top PR professionals do this every year and I've personally found that outcomes are well worth the time ? especially when you end up getting featured in a key article in a major publication.
Except for the year and the names of the months, these calendars bear little resemblance to the glossy hang-up calendars in the stores. No swimsuit-clad models, lush scenery, puppies, kittens or cartoons of Dilbert. Editorial calendars are usually bare-bones lists of upcoming issue topics and major features ? or at least the cover stories or special sections. Not much to look at ? unless you're a PR pro trying to crack that market.
That's because knowing what publications have in store allows you to tailor your pitches, news releases and articles to particular issues. Helping editors and journalists by providing the stories they need earns you goodwill and increased attention.
Editorial calendars are basically telling you exactly what information they need for each issue. "If you can spin your own story to match what the media is looking for, then you have a great chance of being featured in that publication," she says.
A current editorial calendar can usually be found in the advertising section at the publication's website. If you can't find it there, contact the publications marketing/sales department and ask them to email/snail mail it to you.
Here are some examples of editorial calendars:
? Choice: The Magazine for Professional Coaching - http://www.choice-online.com/calendar.html
? Small Business Technology Magazine - http://www.sbtechnologymagazine.org/write/SBTM_Editorial_Calendar_2004_2005.pdf
? Fortune Small Business - http://www.fortune.com/fortune/mediakit/editcal-targeted.html
Not all publications have editorial calendars. Really small magazines ? the many labor-of-love kind of magazines published by enthusiasts ?usually don't. Magazines, which don't accept ads, may have one but they don't publish it. Totally reader-contributed publications don't. New magazines generally don't because the content is so often changed and tweaked as the publication searches for its voice.
Even some large, national magazines don't have calendars. News weeklies like Time and Newsweek don't. Neither does People or US Weekly. They are steered by what news hits that week and that is, of course, something you can't predict months in advance.
After reviewing the calendar, you can decide which stories you can offer to be a source or expert for, or, in the case of trade publications, which months you could offer a written expert-opinion piece.
Remember that editorial calendars can and do change, so check for updates regularly. Also, pay attention to deadlines. Article queries and pitches especially should be sent to the editors well ahead of time. And if they don't have deadlines, assume that the media need the information about four months out.
Shannon Cherry, APR, MA helps businesses, entrepreneurs and nonprofit organizations to be heard. She's a marketing communications and public relations expert with more than 15 years experience and the owner of Cherry Communications. Subscribe today for Be Heard! a FREE biweekly ezine and get the FREE special report: "Get Set For Success: Creative, Low-Cost Marketing Tips to Help You be Heard." Go to: http://www.cherrycommunications.com/freereport.htm
About a year ago I read a feature story in... Read More
In my travels around the country while building my business... Read More
A reporter's job is to get the most accurate and... Read More
Almost every day, I hear the same question, over and... Read More
If you're like most publicity seekers, you probably think oneproject... Read More
The truth is, you CAN attract the support of those... Read More
Your public relations effort really should involve more than press... Read More
The public relations bar, should such a proficiency measure ever... Read More
Although media relations is not all there is to PR,... Read More
How do you make a good relationship with a newspaper... Read More
Imagine you're in the breakfast cereal business. You make the... Read More
Business, non-profit and association managers are in a stronger position... Read More
Are there secrets to gaining media coverage or is it... Read More
The reason might be this simple: as a business, non-profit... Read More
If you want to succeed, build a great team. A... Read More
As small businesses we have an opportunity and an obligation... Read More
When most people think of media relations, they think of... Read More
If you don't have a grip on public relations, how... Read More
Whether you are a business, non-profit or association manager, your... Read More
How to write a press release that generates free publicity... Read More
As the year starts to wind down, many businesses and... Read More
Everyone knows the value of free publicity. And given the... Read More
Who wants to face the challenges of a business recovery... Read More
Because when it comes to public relations, non-believers can produce... Read More
One of the primary tools still used by PR professionals... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
?makes the rules, of course.But when the gold takes the... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
So you've put yourself "out there" with a public relations... Read More
PR, that is public-relations, leads the way to effective advertising;... Read More
You can have dozens of marvelous ideas to get free... Read More
In this great country of ours, there are basically three... Read More
A few weeks ago I was participating on an on-line... Read More
Can you honestly say that your business, non-profit or association's... Read More
As a business, non-profit or association manager, do you see... Read More
Does it really make sense to bet your PR budget... Read More
You won't be if you accept a very simple premise.... Read More
Sure. What else do you call a human discipline whose... Read More
If you don't have a grip on public relations, how... Read More
Public relations is all about credibility and trustworthiness. If you... Read More
It seems difficult to believe at the dawn of the... Read More
Powerful is a strong word. But it fits here. As... Read More
Many of our clients are in service businesses, such as... Read More
Public relations is the art, as one of my colleagues... Read More
If you're serious about getting great results from your PR... Read More
Being part of a trade show gives small business a... Read More
And the best way to mind your own business is... Read More
Say, from tactics like special events, brochures and press releases... Read More
As a business, non-profit and association manager, how satisfied are... Read More
Prior to launching a new public relations campaign, evaluate the... Read More
Public Relations |