Evaluating editorial calendar opportunities

Work with us

calendar

By Jill Pyle

Late last year, Linda wrote a primer on editorial calendars. If you are unfamiliar with editorial calendars, you should take a few minutes to read her post.

Although they are put together predominantly by advertising departments looking to focus advertising spends from particular market segments in specific issues, editorial calendars can also provide PR practitioners with a good indication of the types of content the publications are interested in featuring. Depending on the kind of editorial coverage you are seeking, your research may uncover many seemingly relevant editorial calendar opportunities, or just a few. In great part, this will depend on the size of your media landscape, which essentially refers to the number and kinds of media that write about your business, customers, products or services.

To build a comprehensive list of editorial calendar opportunities, you should review the calendars made available by your Tier 1 media targets, those who you believe are likely to have an interest in your story and are the most influential in your space. Once you have done this, you can use an aggregator service like MyEdCals to fill in any blanks. Whatever you do, don’t rely on an aggregator service to do all the work for you. Many are not comprehensive enough and may contain errors.

Once you begin researching editorial calendar opportunities, you will notice many publications provide a very brief description of the stories they are planning to publish. The vague descriptions they offer leave many companies with a long list of editorial calendar opportunities to evaluate. Having a complete picture of the medias’ interest in a specific topic or set of topics can be beneficial, especially when working with customers in different verticals. However, few businesses have the resources necessary to pursue every editorial calendar opportunity that presents itself. Evaluation and prioritization is necessary.

When trying to decide which editorial calendar opportunities are worth investigating, it’s important to keep in mind your business objectives and any success metrics you have agreed upon with your public relations agency or internal team. Some opportunities may appear to be exactly what you are looking for but are in publications that are not typically read by your target audience. In other cases, the description of the opportunity may be very general, listing only “medical technology” or “business intelligence solutions” as the topic, but be in a publication that is widely read by your target audience. When trying to build mindshare in a specific location, geographical distribution may also be an important factor to consider.

The bottom line is that you should only dedicate resources to investigating editorial calendar opportunities that have the potential to move you closer towards meeting business objectives. As long as you have a clear sense of which media are the most influential in your space, selecting the right opportunities to investigate should not be difficult. Don’t let yourself get overwhelmed by a long list of publications planning to write about the topics that are important to your business. Focus on pursuing the kind of media coverage that will have the largest impact on your objectives and start the investigation process by going after the most high-value opportunities.

/// COMMENTS

One Comment »

Leave a comment:

Join us

Events We're Attending:

  • image description
  • image description
  • image description
  • image description
  • image description
  • image description
  • image description