In addition to the regular calendars that we all use, many media outlets, especially print ones, use two additional calendars.
The first is a calendar of events. Usually, these run for a week at a time, sometimes just on weekends. If you have an event, send the calendar editor a short notice. As you write your item, try to match the format of the listings.
For example, some calendars start with the topic, followed by the date, location and cost. Others start with the topic, then the cost, date and location, etc. Although the difference seems small, noticing it can be important.
If you follow the exact style of a calendar, you make it easier on the person who has to not only pick and choose calendar items (from the many that are sent) but edit and format them. When they see an item that matches their format, they are more likely to use it because it means less work, which translates into finishing the job sooner so they can move on to the next task.
So use human nature to your advantage.
Another secret to getting calendar listings is to keep your pitch short. Editors hate getting long, rambling letters from people about their event.
First they have to waste time reading the entire document to see what it is about, because many people take a long time to get to the point.
Then, if they’re interested, they have to hunt all over for the basic information. It’s okay to include a few sentences about the event to make your case for being included, but keep all the important information close together, preferably in the format that the paper uses. See above.
Once again, the easier you make it for the calendar editor, the more likely your item will be listed.
The other calendar is the editorial one. Most publications do an issue or a special section on various topics throughout the year, such as health, personal finance, automotive, and so on. Call the paper and ask for the editorial calendar. Sometimes somebody in the newsroom will send you one or you may be able to get one from the advertising department.
Once you have the calendar, check it to determine when they are going to do a focus on a topic that relates to what you do. Then send the publication a press release a few weeks ahead of time and follow up a couple weeks after you send it.
Working with editorial calendars can dramatically increase your chances of getting publicity because editors and reporters are often looking for good story ideas for the special section.
With a little diligence, one of them could be yours.
Danek S. Kaus is a veteran journalist and publicist. His new book is, “You Can Be Famous: Insider Secrets to Getting Free Publicity.” See it at http://youcanbefamousbook.com or write for a free publicity consultation at dan@yourpopwerpublicity.com to learn more secrets.