Trade shows are not the only time you should concern yourself with using public relations to promote your products and services.

If you have ever advertised you would be familiar with editorial calendars. An editorial calendar lists major themes or features planned for upcoming issues of a magazine or online media outlet for the upcoming year. It’s often in the media kit to attract advertisers.

Beyond advertising, the editorial calendar is also a powerful tool for planning your public relations program. By knowing what issues will focus on your product or service offerings you can provide news releases and photos, offer case study/customer testimonial stories or offer a member of your company as an interview candidate. Some media outlets will even have editorial guidelines for your review.

Choose the publications that are important to you and add any others you regularly follow to the list. Begin to study the editorial calendars and make a list of the issues you wish to target. Be sure to work two to three months ahead of the publication date to have a chance of being included.

It’s relationship-building 101 to work with the editors at your key publications. Treat them with respect and listen carefully to what they are looking for. Then, fill the need.

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