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 This Author

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. Crosby spends her time managing PR Couture and mentoring fashion publicists through PRISM and Instappable, as well as the biannual NYC workshop, Fashion PR Confidential. Occasionally, she opens up limited consulting spots for emerging brands through her signature offering, The Brand Elixir.