Editorial Calendars: A Key to Publicizing Your Business

What is the one thing that all of the best public relationsagencies do every year?

They research and compile editorial calendars from publicationsthat are pertinent to their client’s business.

You should too.

What’s an editorial calendar?

Editorial calendars are schedules of what topics a publicationplans for cover for a particular month. For example, the INC.editorial calendar for July 2003http://www.inc.com/advertise/magazine/calendar.html states thatthey’re writing an article on various business services.


If you feel that you can contribute to this particular topic,call or email the editorial department at INC. (try to “speak” tothe managing editor) and find out who (which reporter) has beenassigned to write the story. Email or call the reporter andexplain how you can contribute. It’s that simple — it takes lesstime than writing this article – and is much more effective thanblast-faxing a garbage bound press release to inappropriatereporters.

Final thoughts: Many publications post their editorial calendarson their Web sites — usually they’re found in their advertisingmedia kits. Otherwise, contact the publication’s advertisingdepartments and ask for a calendar. Check for editorial deadlines- many publications work 6 months in advance.

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