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