By Alex Styer, Director of Digital Media
I have been tasked many times over the years with developing a Public Relations plan for a client from scratch. Many small business owners are focused on developing/making their products, and don’t have the time to think like a communications professional. We specialize in building authentic communications strategies from the ground up, and one of the first steps in the process is developing an editorial calendar.
What is an editorial calendar?
The most familiar type of editorial calendar is a month-by-month features guide that many print publications use for “special editions.” The next time you’re in line at the grocery checkout, take note of the magazine rack for “education editions, top doctors, seasonal outlooks” or other ways that print publications try to market their stories to readers.
We use these same ideas to help clients develop a month-by-month communications plan. Here are some starter ideas to guide the process:
- Recurring yearly events:
Does your company do a yearly day of service? Community-based events? Application deadlines or seasonal activities? Start with an internal calendar of things your employees know about. Then ask the question, “Could the public benefit from knowing about this?” If the answer is yes, the event or activity should be listed in your editorial calendar. - Important Anniversaries:
When was your company founded? Do you have any important family dates related to the company or longtime employee anniversaries? Opening of a first brick and mortar location? There are no wrong answers when it comes to telling the story of your brand. Every piece of historical information has value, whether for a formal PR pitch or a simple acknowledgement through social media. - National Day/Week/Month Calendar:
In our world, things like the National Day Calendar have proven to be literal fountain of youth for PR practitioners. National Chocolate Chip Cookie Day, National Dog Day, International Siblings Day, or even today (May 20) National Rescue Dog Day, there is no end to the potential connections to your business. - Causes and other ways to raise awareness:
Is there a specific disease that has impacted your family? Does your business work to fight poverty, homelessness? Do your employees fall under a recognized career path like healthcare, retail, or truck drivers? Find causes and raise awareness of organizations that are close to your heart. Chances are they also have a national day/week/month of recognition.
These ideas should offer some basic guiderails for your brand or company to begin drafting your own editorial calendar. And note that your finished calendar can function as a repeatable PR/communications plan from year to year, with more additions or alterations as your company grows and changes.
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About the author
Alex Styer has been with Bellevue Communications since January 2013. At Bellevue, he runs several major accounts, writing internal and external communications and securing feature news coverage for clients. As Director of Digital Media, he is responsible for developing strategies that utilize non-traditional digital avenues to engage with new audiences, as well as providing graphic design, photography, audio/video production, web design, and other digital media services for clients. Alex also oversees Bellevue’s college internship program.