Marketwired Blog

The Editorial Calendar: Your 2016 PR Planning Secret Weapon

The Editorial Calendar: Your 2016 PR Planning Secret Weapon

[By Angela Buna]

As 2015 comes to an end and the holiday season is in full swing, it’s easy for PR professionals to get caught up in the festive cheer and pull back at work. Now, however, is not the time to forget the year past and wonder what lies ahead. Now is the time to plan for the year ahead.

What are your priorities for 2016? What messages do you want to convey to your consumers, investors and readers? How can you ensure that your content is timely and relevant? The answer to these questions can be found in an editorial calendar.

What Is an editorial calendar?

An editorial calendar is an organized collection of topics and related data. The calendar allows you to be efficient, cost-effective and streamlined. Thinking long-term not only maintains high-level organization, it also allows you to be flexible with real opportunities when they come up. Given the nature of mobile news consumption in real time, capitalizing on timely opportunities can yield tremendous results.

Media Calendar Template

The first step in the planning process is to create a master calendar of important events, priorities, and opportunities. This information can then be translated into a press release by dividing business goals into content themes. Here is an example of what this calendar can look like.

The next step is to create an asset library. An asset library is a single location to hold all of the creative assets of a company, which can help to quickly and efficiently produce content. The library can include things like logos, style guides, photos, key messages, key campaign folders and release forms for images and videos. This is particularly important when you would like your press release to include multimedia content and link back to your social channels.

Why share your press release on social channels?

Sharing a press release on major social channels is a great way to not only further spread company messaging, thereby increasing brand awareness, but it is also an excellent opportunity for real-time enhanced engagement with customers, clients, investors and readers.

Once the release is shared on social media, you can create additional social media content related to the release that can further enhance your reach and engagement. This additional social media content can be included in your editorial calendar. When the content is planned in advance, it’s easy to take advantage of engagement opportunities and further spread your company’s messages.

How can Marketwired help?

Marketwired Resonate offers three subscription options – Distribute, Social Share and Publish – all of which allow you to share your press release on Twitter, Facebook and LinkedIn.

Additionally, when you send your press release through Marketwired Resonate, you can create a campaign hashtag. This campaign hashtag can be used in supporting Twitter content, allowing you to track the success of all of this campaign-related content. For more information on how hashtags can enhance your PR and marketing efforts, download  our white paper here.

Your campaign hashtags, distribution strategy and creative-assets library are just some of the components of your editorial calendar. The content you plan to share with your audience in 2016 is another key part of year-ahead planning that will require time and thought to plan.

How do you plan to share your key messages in 2016? Let us know in the comments.


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