Editorial Calendars: Roadmaps to Free Publicity

By Joan Stewart
The Publicity Hound

If you aren’t taking advantage of editorial calendars from newspapers and magazines in which you want coverage, you’re missing a valuable tool.

An editorial calendar is a list that outlines specific topics the publication will address within each issue that year. It also notes topics of special sections and other supplements. The calendars are printed primarily for advertisers so they can plan their advertising budget months ahead. For Publicity Hounds, editorial calendars are also valuable roadmaps that help you pinpoint the issue where your story might best fit.

Editorial calendars from several publications, placed side-by-side, give you a bird’s-eye view of which publications you should target with your story ideas, and when. Far too many businesses learn about special sections only when a newspaper advertising rep calls asking them to buy an ad. By that time, most of the stories for the section are already assigned to reporters.

For a free editorial calendar, direct your request to the publication’s advertising department. While you’re at it, ask for the entire media kit. It’s loaded with valuable information about audience demographics.

By the way, when you pitch an idea to an editor or reporter, don’t expect any brownie points by telling them you’re buying an ad. They don’t care, and the insinuation that you can “buy” coverage can actually work against you. Editorial and advertising departments at most media outlets are autonomous. So the best advice is: If you buy an ad, zip your lips. See Secrets of Perfect Pitching to Reporters. 
 

Need more help using editorial calendars?

Before you contact publications with your idea, be sure you have a great idea. Download a free chapter of my ebook How to be a Kick-Butt Publicity Hound. By the time you are done answering the questions I've asked you, you'll have several great story ideas you can pitch to the appropriate publications.

One you have an idea, you might want to write a pitch letter. See How to Write a Pitch Letter More Powerful Than a News Release. 

Or book Joan Stewart to present "Savvy Media Relations: How to Get FREE Print Space and Air Time" for your next seminar or convention. Email Joan at JStewart@PublicityHound.com or call 262-284-7451 for availability.

Direct comments or questions about this article, including requests for reprint rights, to:

Joan Stewart
The Publicity Hound
3434 County KK
Port Washington, WI 53074
Phone: 262-284-7451
JStewart@PublicityHound.com