With the new year comes another set of editorial calendars. Yes, many publications still have them, so it’s worth looking at whether they’re still an effective way for companies to get in front of potential customers.
Some PR pros and editors argue that ed cals are quickly becoming as irrelevant as press releases. For example, some editors believe their industry evolves too quickly to lock in topics 12 to 16 months out, while some PR pros see contributed articles and company blogs as a way to grab that spotlight instead of being just one voice in a story.
Fair enough, but personal experience makes me skeptical of those kinds of blanket dismissals. One reason is because I cover tech, which is as about as fast moving as an industry can get, and most of the publications I freelance for still have ed cals. They’re not there for show, either. Magazines rely on advertising, and many editors and publishers believe that ed cals are an effective tool for their sales teams, especially for convincing companies that don’t normally advertise to do so.
Another reason is because a lot of PR pros – including those at some of your competitors – still follow ed cals. When I accept a freelance assignment for a story or supplement, the editor frequently sends me several emails from companies that have offered to provide input because they saw the topic on the ed cal. It’s not uncommon for another dozen or more pitches to trickle in during the weeks that I’m writing it, sometimes right up to the day the story is due.
In fact, those stragglers highlight an important aspect of ed cals: If you’re going to use them to get coverage, pitch early. For example, if the topic is for a magazine that’s printed monthly, pitch at least eight weeks out from the editorial deadline, and even longer if it’s for an issue that will be distributed at a conference.
Another tip is to have all of your sources, case studies and other materials lined up before pitching. The longer that a staff journalist or freelancer has to wait while you see if a company executive or customer is available for an interview, the more likely it is that the opportunity will go to a rival simply because of deadline pressure. Sometimes you have a bit more flexibility when it comes to providing photos, but it’s safer to have those lined up well in advance, too. I’ve seen editors cut sources or downplay them because someone else was able to provide better photos or photos, period.
The bottom line: It’s usually quick and easy to see if your industry’s must-read publications have ed cals. If they do, use them. It can’t hurt.