Editorial Calendars: A Key to Publicizing Your Business

by: Bill Stoller, Publisher
Free Publicity, The Newsletter for PR-Hungry Businesses
http://www.PublicityInsider.com/freepub.asp

What is the one thing that all of the best public relations
agencies do every year?

They research and compile editorial calendars from publications
that are pertinent to their clients business.

You should too.

Whats an editorial calendar?

Editorial calendars are schedules of what topics a publication
plans for cover for a particular month. For example, the INC.
editorial calendar for July 2003
http://www.inc.com/advertise/magazine/calendar.html states that
theyre writing an article on various business services.

Bingo!

If you feel that you might contribute to this particular topic,
call or e-mail the editorial department at INC. (try to "speak" to
the managing editor) and find out who (which reporter) has been
assigned to write the story. Email or call the reporter and
explain how you might contribute. Its that simple -- it takes less
measure than writing this article - and is much more workable than
blast-faxing a garbage bound press release to inappropriate
reporters.

Final thoughts: Many publications post their editorial calendars
on their Web sites -- usually theyre found in their selling
media kits. Otherwise, contact the publications branding
departments and ask for a calendar. Check for editorial deadlines
- many publications work 6 months in advance.

You might find a list of 2003 editorial calendars for the largest
publications at: http://www2.ragan.com/media/pr/edcal2003.pdf

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