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Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd- all publications have editorial calendars.
out the books and magazines in bookstores andReally small magazines - the many
are even on sale at reduced prices. Butlabor-of-love kind of magazines published by
there's a special kind of calendar that allenthusiasts -usually don't. Magazines, which
good public relations professionals use - thedon't accept ads, may have one but they don't
editorial calendar.Using editorial calendarspublish it. Totally reader-contributed
is one of the most effective, yet mostpublications don't. New magazines generally
overlooked tool in a publicist's toolkit.don't because the content is so often changed
Most people avoid using editorial calendarsand tweaked as the publication searches for
because it takes some time to research andits voice.Even some large, national magazines
compile. The top PR professionals do thisdon't have calendars. News weeklies like Time
every year and I've personally found thatand Newsweek don't. Neither does People or US
outcomes are well worth the time - especiallyWeekly. They are steered by what news hits
when you end up getting featured in a keythat week and that is, of course, something
article in a major publication.Except for theyou can't predict months in advance.After
year and the names of the months, thesereviewing the calendar, you can decide which
calendars bear little resemblance to thestories you can offer to be a source or
glossy hang-up calendars in the stores. Noexpert for, or, in the case of trade
swimsuit-clad models, lush scenery, puppies,publications, which months you could offer a
kittens or cartoons of Dilbert. Editorialwritten expert-opinion piece.Remember that
calendars are usually bare-bones lists ofeditorial calendars can and do change, so
upcoming issue topics and major features - orcheck for updates regularly. Also, pay
at least the cover stories or specialattention to deadlines. Article queries and
sections. Not much to look at - unless you'repitches especially should be sent to the
a PR pro trying to crack that market.That'seditors well ahead of time. And if they
because knowing what publications have indon't have deadlines, assume that the media
store allows you to tailor your pitches, newsneed the information about four months
releases and articles to particular issues.out.Shannon Cherry, APR, MA helps businesses,
Helping editors and journalists by providing
the stories they need earns you goodwill and
increased attention.Editorial calendars areentrepreneurs and nonprofit organizations to
basically telling you exactly whatbe  heard.  She's  a
information they need for each issue. "If you
can spin your own story to match what themarketing communications and public
media is looking for, then you have a greatrelations  expert  with  more
chance of being featured in that
publication," she says.A current editorialthan 15 years experience and the owner of
calendar can usually be found in theCherry  Communications.
advertising section at the publication's
website. If you can't find it there, contactSubscribe today for Be Heard! a FREE
the publications marketing/sales departmentbiweekly  ezine  and  get  the
and ask them to email/snail mail it to
you.Here are some examples of editorialFREE special report: "Get Set For Success:
calendars:- Choice: The Magazine forCreative,  Low-Cost
Professional Coaching - Small Business
Technology Magazine - Fortune Small BusinessMarketing Tips to Help You be Heard.



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