Note: Yes, "role" and "roll" are different words, but enjoy this puppy roll GIF anyway.
By Heidi Gammuac, Senior Content Manager | @TheAgencyHeidi
Creating content has become a much larger piece of the PR (strategy) pie, especially over the last few years. Where media relations used to be a higher priority, content has become an equal player.
Content’s rise to become “King” is due to the natural progression of the changing communications landscape. Organizations now have more access than ever before to channels where they can distribute their message. They are not limited to only blogs and social media, but have access to other platforms such as podcasts and newsletters. At the same time, newsrooms have become smaller, which has made securing traditional media coverage (aka media relations) increasingly challenging.
PR pros are known for their organizational and planning skills, and each fall we apply these skills to an important annual project: the editorial calendar.
As we near closer to the end of 2015, outlets have begun to release their media kits and editorial calendars outlining topics that they will be covering next year. These editorial calendars help us build our own client calendars in which we track and plan pitching opportunities that coincide with what outlets are looking to cover. Taking the time to build editorial calendars for your client makes it easier to pitch them for timely and relevant topics, rather than blindly sending out pitches on angles that reporters are not looking to cover. (more…)