Sell them when they're buying

People in the press don’t just work “on the fly”.

Whereas news reporting organizations have to work around breaking
and emerging news stories, most topic specific reporters, whether
newspapers, trade publications, magazines or trade Publications
(Money, Technology, Gardening, Consumer issues, etc)
And radio and TV, (Talk radio, Morning TV Shows) work
with more intention. In other words they plan their stories and topics
they intend to cover

And most publish what is called an “Editorial Calendar”. These
calendars serve as a public reporting of what the media intends to
cover and at what time of the year. (IE June is Pool Safety Month,
February will be tax preparedness month etc).

Although TV and Radio producers do much the same thing, they rarely
Produce an actual calendar. So what to do with this information?

In case of print media, identify the publications you wish to court and
Call or write and ask for a copy of their calendar. With electronic media
NOW is the time to make your contacts and send your pitch letters.

Hosts and producers are NOW actively discussing what subjects
They are hoping to cover in the coming year. Contact them NOW!

Both types of media in these examples prefer the original contact be
made by email. The point is to present your story ideas prior to when
the press will be covering them. This DO NOT mean you cannot pitch
other ideas. This information will however give you a leg up of your
publicity seeking competition – when you know what the media is
“buying” and when.

Last point…If June is pool safety month, Late April, early May is when
you should approach the press. Do not wait until the calendar month!

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