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How to Use an Editorial Calendar to Help Pitch

edcal.jpgWhen planning out PR Strategy, editorial calenders, a list of the topics a magazine will be focused on throughout the year, may have been created for advertisers, but are a powerful PR tool as well. Editorial calendars, or "ed-cals" if you are in the know, are usually located online in the advertiser section, and sometimes will come as part of the media kit.
Quick example: If you have an accessory client who makes amazing bracelets, and see that in January of fashion glossy X that they are doing a story on accessories including clutch bags and cuff bracelets, you know to pitch your client for the January issue. If however, if you didn't look at your ed-cal sheet until February, you may have missed the window - and will look less than professional to an exasperated editor who tells you, "we just did a big feature on cuffs last month!" that is, if you can get the editor to speak to you at all.
Cision has released a new Executive Tip Sheet called "Ten Tips for Effective Media Planning and Editorial Calendar Research: How to Transform Your Editorial Calendar Collection into a Strategic Media Plan." Download it for free.

For more tips on ed-cals, Publicity-Insider has written up the basics.

About the author: Crosby Noricks

Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.


  • Posted November 2, 2007 at 7:00 pm | Permalink

    Hey Crosby, great tip for PR reps. I am going to place The L Reports editorial calendar on the front page tomorrow, even though its been just my own personal source to keep organized. But I think though I have an open-pitch policy, having a calendar available can help synchronize press releases. :)

    Great Post!

  • Posted November 8, 2007 at 9:27 pm | Permalink

    Great tips – though I have to say the brilliant thing about the Internet for PR is it’s much more flexible and the lead-time is so much shorter! :)

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Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixir sessions for brands or shoot me a note at