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

It's the time of year when calendars crowd out theFortune Small Business - all publications have editorial
books and magazines in bookstores and are even oncalendars. Really small magazines - the many
sale at reduced prices. But there's a special kind oflabor-of-love kind of magazines published by
calendar that all good public relations professionals useenthusiasts -usually don't. Magazines, which don't
- the editorial calendar.Using editorial calendars is oneaccept ads, may have one but they don't publish it.
of the most effective, yet most overlooked tool in aTotally reader-contributed publications don't. New
publicist's toolkit. Most people avoid using editorialmagazines generally don't because the content is so
calendars because it takes some time to research andoften changed and tweaked as the publication
compile. The top PR professionals do this every yearsearches for its voice.Even some large, national
and I've personally found that outcomes are well worthmagazines don't have calendars. News weeklies like
the time - especially when you end up getting featuredTime and Newsweek don't. Neither does People or US
in a key article in a major publication.Except for theWeekly. They are steered by what news hits that
year and the names of the months, these calendarsweek and that is, of course, something you can't
bear little resemblance to the glossy hang-up calendarspredict 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. Editorialto be a source or expert for, or, in the case of trade
calendars are usually bare-bones lists of upcomingpublications, which months you could offer a written
issue topics and major features - or at least the coverexpert-opinion piece.Remember that editorial calendars
stories or special sections. Not much to look at - unlesscan and do change, so check for updates regularly.
you're a PR pro trying to crack that market.That'sAlso, pay attention to deadlines. Article queries and
because knowing what publications have in storepitches especially should be sent to the editors well
allows you to tailor your pitches, news releases andahead of time. And if they don't have deadlines,
articles to particular issues. Helping editors andassume that the media need the information about
journalists by providing the stories they need earns youfour months out.Shannon Cherry, APR, MA helps
goodwill and increased attention.Editorial calendars arebusinesses,
basically telling you exactly what information they needentrepreneurs and nonprofit organizations to be heard.
for each issue. "If you can spin your own story toShe's a
match what the media is looking for, then you have amarketing communications and public relations expert
great chance of being featured in that publication," shewith more
says.A current editorial calendar can usually be foundthan 15 years experience and the owner of Cherry
in the advertising section at the publication's website. IfCommunications.
you can't find it there, contact the publicationsSubscribe today for Be Heard! a FREE biweekly
marketing/sales department and ask them to emailezine and get the
snail mail it to you.Here are some examples of editorialFREE special report: "Get Set For Success: Creative,
calendars:- Choice: The Magazine for ProfessionalLow-Cost
Coaching - Small Business Technology Magazine -Marketing Tips to Help You be Heard.