As companies plan content, many use a calendar. The same applies to publications, many of which publish an editorial calendar. In B2B public relations, these calendars serve as a tool to understand what a publication plans to cover, helping PR professionals strategically pitch stories to the media.
Are Editorial Calendars Set in Stone?
Years ago, editors followed editorial calendars more rigidly. PR teams would spend hours compiling relevant opportunities from them into spreadsheets, guiding their pitching strategies. However, as digital publishing and social media accelerated the news cycle, adherence to these calendars has waned. Trends emerge rapidly, making it difficult for editors to plan too far in advance.
Today, while editorial calendars provide a framework, they are no longer a definitive roadmap. Many editors welcome compelling story ideas regardless of whether they align with the published calendar. Editorial calendars can give you cues and clues as to what they’re going to be covering, but they should not be the sole focus of a media pitching strategy.
Insights from Editors
To better understand how editors view editorial calendars today, we reached out on social media and received responses that reinforce this shift:
- “You miss out on great stories if you stick too rigidly to a schedule. I’ll always make a great idea work.”
- “When I was a business magazine editor, I took good ideas whenever they came. Having a backlog of possibilities often saved my magazine.”
- “I love an editorial calendar, but I’m always happy to adjust for timely news and strong pitches.”
These responses highlight that a strong story will always find its place, even if it doesn’t align with a publication’s editorial plan.
A recent conversation with an editor of a trade publication in the manufacturing space reinforced this. While they attempt to follow their editorial calendar, they emphasized that PR professionals shouldn’t hesitate to send stories, press releases, or contributed articles. If it’s compelling, they will find space for it.
How to Approach Story Development for Media Pitches
While editorial calendars are rarely useful as rigid guides, they can serve as valuable reference points. Incorporating an editorial calendar allows you to pitch wisely and intentionally, ensuring that media outreach aligns with broader industry trends. Consider these strategies when developing pitches:
- Build a Story Bank: Maintain a list of potential story ideas in a shared document, including details like relevant sources, interviewees, and visuals. Having a repository of ideas ensures that opportunities aren’t missed when the right time arises.
- Monitor the News: When a trending topic aligns with your brand or client’s expertise, explore potential angles that could be developed into a pitch.
- Track Industry Trends: Stay ahead of discussions within your industry and identify opportunities to position thought leadership content through contributed articles.
- Leverage Insights from Sales Teams: Sales professionals interact with customers daily and can provide valuable insights on case studies, customer successes, and new trends that can be turned into media opportunities.
- Research Publications and Journalists: Understanding the types of stories a publication or journalist covers allows for better-aligned pitches, increasing the chances of securing coverage.
- Develop Your Own Editorial Calendar: Planning content for owned media, such as blogs and social channels, ensures a steady stream of industry-relevant material that can later be repurposed for media outreach.
- Use Editorial Calendars When They Work in Your Favor: If previous pitching attempts haven’t gained traction, referencing a publication’s upcoming editorial themes can help position a story as a timely fit.
A Good Story Matters Most
They are still relevant if used wisely with appropriate media pitches. Public relations is an ongoing effort, and not every pitch will land. However, by consistently developing compelling story ideas and staying adaptable, PR professionals can increase their chances of securing media placements.
Looking to enhance your PR strategy? Need support with media outreach? Learn more about how Level Up PR can help elevate your brand’s visibility.
