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Understanding Editorial Calendars


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It doesn’t matter if your pitch is well-written and your story is exciting. If you aren’t meeting the reporter’s and publication’s needs, you won’t get coverage.

But how can you make your pitch stand out from the 38,000 emails top-tier reporters receive every year? Use editorial calendars to target your pitching efforts.

Cision’s Anna Marevska will give you an in-depth look at how editorial calendars can shape your media relations strategy and improve its effectiveness.

Anna will show you how to:

- Uncover opportunities by searching editorial calendars
- Target key media outlets based on scheduling information
- Plan ahead with access to lead times and deadlines
- Connect with media contacts at the right time

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Understanding Editorial Calendars

  1. 1. Understanding Editorial Calendars
  2. 2. Today’s Participation 2 • During today’s webinar, attendees will be in listen- only mode. • If you are experiencing audio issues, please use the chat box to contact the webinar host. • Submit text questions: Q&A addressed at the end of today’s webinar.
  3. 3. Agenda 3 • Editorial Calendar Overview • Searching for Upcoming Opportunities • Understanding the Editorial Calendar Details • Finding Opportunities from Your Key Media Outlets • Tips for Strategic Opportunities Planning • Q&A
  4. 4. What are Editorial Calendars? 4 • 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 opportunities are recruited directly from the outlet and all opportunities are listed with the exact opportunity description provided by the outlet. Additionally, CisionPoint lists a specific contact for each opportunity, along with their preferred contact information. • Cision’s Editorial Calendar Season typically runs from September though end of March.
  5. 5. Tips for Strategic Opportunities Planning 5 1. Be specific. When running searches, choose topics and regions that are just right. 2. Know the outlets to focus on. The right kind of editorial-calendar research gives you a solid idea of exactly where to go with your story. First, look to the outlets that are the most widely followed in your industry. Second, look for the perfect fit with story ideas and angles listed in the editorial calendars. Third, seek out opportunities where you can give a publication the lead for its major annual trend or round-up story. 3. 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.
  6. 6. Tips for Strategic Opportunities Planning 6 4. 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. 5. 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. 6. Stay on top of the story. Editorial calendars are dynamic, living 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.
  7. 7. Questions & Answers 7 Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.
  8. 8. Thank You for Attending! About Cision Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents: 8 100,000+ CUSTOMERS @Cision OFFICES IN: Chicago (HQ), Canada, U.K., France, Germany, Portugal, Sweden, Finland and China