Understanding your organization’s news flow requires looking ahead to the current year and anticipating the news you want to share. This can be everything from key hires, product announcements and launches, studies and reports, funding and grant awards, and advocacy or conference appearances.
With that list compiled, each piece of news can then be put into a different bucket in a PR editorial calendar, with a cadence based on the organization’s budget and its news flow. Identifying gaps in the calendar allows space to fill with materials like contributed articles, op-eds and curated content.
Media relations is about planning to create a snowball. Not everything piece of news is worthy of sending a press release to reporters’ inboxes. Other efforts like curated content, making your thought leaders available to comment on trending news topics, and media tours are effective ways to turn interest into meaningful conversations and get reporters to lean in.