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Develop a PR Editorial Calendar for Pitching Media

Editorial calendars are a very important PR tool that are often times overlooked. Having a good editorial calendar of when to pitch, what to pitch and how to pitch is very effective and will help you meet editor needs and deadlines.

Research Magazine Editorial Calendars

Research magazine editorial calendars. These are usually for potential advertisers, but are useful for publicists to see what topics will be covered in each issue for the year. They can be usually be found in the media kit or advertising section on the magazine's website. If they don't have it posted, request one.

Magazine editorial calendars are important to note on your own editorial calendar because you can tailor pitches and releases to fit into what editors are already working on. Also, pay attention to the deadlines on the editorial calendars, and set an earlier deadline when transferring dates onto your own. This helps tremendously, so you aren't pitching holiday styles in November, when the issue already closed end of September.

Pay Attention To Important Dates

Other things to take into consideration while researching for your editorial calendar are seasons, holidays and special dates. These can help you come up with newsworthy topics for your pitches and releases. Is it almost the first day of winter? You can start pitching great winter styles in advance to bloggers and online magazines.

Create Pitch Topics

Once you've done your research, use your findings and dates to come up with newsworthy pitches, press releases and social media posts for each of your clients. Use this opportunity to also create bundle pitches for your clients. If you're working on summer pitches and have several clients that might be a good fit, include them all in one pitch, and make it one big summer story.

Support with Social Media

Ensure that your social accounts and those of clients are communicating information relevant to what is going on in terms of seasons, holidays, important markers, etc. Tweets, Facebook posts, blog posts and other social media should be included in your editorial calendar. You never know what opportunities might come about from connecting a client product or service to a particular story idea, event or piece of news.

Keep Everything in One Calendar

Keep all of the above in one large calendar that your whole team has access to. It will help everyone be more organized and efficient since they can all see it in one place. Stick to your editorial calendar, and you're pitching will not only be more fluid and timely, but you will appease more to editors/bloggers since you know what stories they are working on, and will in turn increase editor response.

Do you have other tips for keeping a PR Editorial Calendar? Share them in the comments below!

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One Comment

  • Posted September 24, 2012 at 10:27 pm | Permalink

    PR should maintain Editorial Calendars; It helps them in many ways!!

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Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. 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 Elixer sessions or shoot me a note.