Cision Webinar: Understanding Editorial Calendars

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Cision Webinar: Understanding Editorial Calendars

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Are you overlooking a valuable media planning resource available to you in CisionPoint? Cision offers over 300,000 editorial calendars to help you uncover upcoming story opportunities. ...

Are you overlooking a valuable media planning resource available to you in CisionPoint? Cision offers over 300,000 editorial calendars to help you uncover upcoming story opportunities.

Join a panel of Cision experts in this complimentary 30-minute webinar as they discuss topics such as:

• Searching for upcoming opportunities
• Refining your results to get a targeted list
• Understanding the editorial calendar details
• Finding opportunities from your key media outlets

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  • 1. Client Webinar: Understanding Editorial Calendars Laura MacMillan, Sharifa Abubaker and Anna Marevska
  • 2. 22 How to participate today  During today’s web seminar, attendees will be in listen-only mode.  If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit questions – we’ll try to answer throughout the session  Any Q&A not addressed during will be addressed at the end of today’s session  Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
  • 3. 33 Agenda  Editorial Calendar Overview  Tips for searching for EdCals in CisionPoint  Free trial offer  Q&A
  • 4. 44 What are Editorial Calendars?  Editorial calendars are yearly coverage schedules used to plan advertising campaigns and editorial pitching efforts.  Editorial calendar opportunities are the themes listed on an editorial calendar. Opportunities tell you what topics or specific stories will be running, and what section of the newspaper, magazine or website the topic or story will be featured in.  Editorial Calendar Season typically runs from late August though end of March.  Editorial calendar opportunities are actively recruited every year directly from the outlet and all opportunities are listed with the exact opportunity description provided by the outlet. Additionally, we list a specific contact for each opportunity, along with their preferred contact information.
  • 5. 55 5 Tips for Strategic Opportunities Planning 1. Be specific. When running searches, choose topics and regions that are just right. 2. Be timely. Make sure you don’t miss your deadlines. Outlets are not created equally—magazines may plan features six months in advance, while newspapers may accept features a week before publication. 3. Be prepared. It doesn’t hurt to identify the opportunity you’re pitching by date and description when sending press releases. If you introduce the opportunity at the outset, an editor can easily see the relevance in your correspondence. 4. Be mindful. Just because your dream outlet has an opportunity that fits your pitch doesn’t mean it’s an occasion to ignore pitching preferences. If an editor prefers to be contacted in a certain medium, method or timeframe, the perfect pitch may go unnoticed. 5. Stay on top of the story. Editorial calendars are dynamic documents. The immediacy and flexibility of social media – blogs and fast-breaking events shaped by Twitter and Facebook – can affect longer-lead publications’ editorial plans.
  • 6. 66 Holiday Gift Guides  Holiday Gift Guides are used for consumer shopping or buyer’s guides that run during the end-of-year holiday season (usually November and December).  Begin media planning as early as possible, ideally in the summer months when magazine staffs are gearing up for the holiday season issues.  Pitching timely, appropriate products is essential for securing product placement opportunities. Lead times, photos, and shipping the product are all considerations that need to be made. For example, sending a pitch about a new men’s cologne probably won’t work in the pages of Cosmopolitan or VOGUE.
  • 7. Questions???