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The editorial calendar is dead – long live the proactive pitch

15/01/2021

FinTech PR lead Chanda Shingadia recalls the days of the editorial calendar when features where spoon fed and compares that to how our skills have evolved in order to still be part of the conversation today.

Pitching has evolved in different ways since I started working in PR over 17 years ago. Back when I was a sprightly and eager account executive we spent hours calling and emailing publications at the end of the year to get their upcoming editorial calendars. These editorial calendars were an integral part of our PR programmes and many of us would trawl through these to see which features would be relevant for our clients and ensure we pitched for them in advance of the publication date.

How times have changed. Only a handful of publications now create these editorial calendars and those that still have them chop and change the features around. A lot of this has to do with many print publications moving to online platforms. They are therefore not tied to advertising and can be more flexible with their themes and topics which are more relevant to current market activity and world events.

So if the mountain isn’t coming to the prophet… then we have to get proactive with our pitching.

Reading around the subject, working out where the sweet spot is, where our clients can add value to the debate of the day and then distilling this down to a succinct and compelling pitch – that’s where a decent PR demonstrates their worth.

Proactive pitching and good relationships with journalists are more important now than they have ever been to ensure clients are still getting their spokespeople in upcoming features and articles that the journalists are writing. Relying on forward features lists simply won’t do and speaking to key journalists that are relevant for your clients on a regular basis is imperative. We like to check in with our journalists to see what’s their focus and suggest a proactive topic that might make a good feature or contributed article idea that fits in with their thinking.

As the industry and media landscape evolves, our job as PRs doesn’t get any easier for sure, but being a more intrinsic part of the editorial process is a reward in itself.

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