| It's the time of year when calendars crowd out the | | | | Fortune Small Business - all publications have editorial |
| books and magazines in bookstores and are even on | | | | calendars. Really small magazines - the many |
| sale at reduced prices. But there's a special kind of | | | | labor-of-love kind of magazines published by |
| calendar that all good public relations professionals use | | | | enthusiasts -usually don't. Magazines, which don't |
| - the editorial calendar.Using editorial calendars is one | | | | accept ads, may have one but they don't publish it. |
| of the most effective, yet most overlooked tool in a | | | | Totally reader-contributed publications don't. New |
| publicist's toolkit. Most people avoid using editorial | | | | magazines generally don't because the content is so |
| calendars because it takes some time to research and | | | | often changed and tweaked as the publication |
| compile. The top PR professionals do this every year | | | | searches for its voice.Even some large, national |
| and I've personally found that outcomes are well worth | | | | magazines don't have calendars. News weeklies like |
| the time - especially when you end up getting featured | | | | Time and Newsweek don't. Neither does People or US |
| in a key article in a major publication.Except for the | | | | Weekly. They are steered by what news hits that |
| year and the names of the months, these calendars | | | | week and that is, of course, something you can't |
| bear little resemblance to the glossy hang-up calendars | | | | predict months in advance.After reviewing the |
| in the stores. No swimsuit-clad models, lush scenery, | | | | calendar, you can decide which stories you can offer |
| puppies, kittens or cartoons of Dilbert. Editorial | | | | to be a source or expert for, or, in the case of trade |
| calendars are usually bare-bones lists of upcoming | | | | publications, which months you could offer a written |
| issue topics and major features - or at least the cover | | | | expert-opinion piece.Remember that editorial calendars |
| stories or special sections. Not much to look at - unless | | | | can and do change, so check for updates regularly. |
| you're a PR pro trying to crack that market.That's | | | | Also, pay attention to deadlines. Article queries and |
| because knowing what publications have in store | | | | pitches especially should be sent to the editors well |
| allows you to tailor your pitches, news releases and | | | | ahead of time. And if they don't have deadlines, |
| articles to particular issues. Helping editors and | | | | assume that the media need the information about |
| journalists by providing the stories they need earns you | | | | four months out.Shannon Cherry, APR, MA helps |
| goodwill and increased attention.Editorial calendars are | | | | businesses, |
| basically telling you exactly what information they need | | | | entrepreneurs and nonprofit organizations to be heard. |
| for each issue. "If you can spin your own story to | | | | She's a |
| match what the media is looking for, then you have a | | | | marketing communications and public relations expert |
| great chance of being featured in that publication," she | | | | with more |
| says.A current editorial calendar can usually be found | | | | than 15 years experience and the owner of Cherry |
| in the advertising section at the publication's website. If | | | | Communications. |
| you can't find it there, contact the publications | | | | Subscribe today for Be Heard! a FREE biweekly |
| marketing/sales department and ask them to email | | | | ezine and get the |
| snail mail it to you.Here are some examples of editorial | | | | FREE special report: "Get Set For Success: Creative, |
| calendars:- Choice: The Magazine for Professional | | | | Low-Cost |
| Coaching - Small Business Technology Magazine - | | | | Marketing Tips to Help You be Heard. |