Oct
6
Put Your Calendar To Work
October 6, 2006 | |
It’s an October evening and your major reception for donors has just
begun. Turnout is substandard and most of the attendees are women. Can
you say, “World Series?” Sure, I knew that you could!
Every organization should create an annual PR and marketing calendar
so that it can avoid the World Series’ of the world, as well as take
advantage of dates of significance. With a couple of months left in
2006, now is a good time to begin filling out your 2007 calendar.
Here’s a template to help get you started.
Start inside the organization and work your way out. Don’t try to do
this alone. Everyone in your organization has a little different
perspective and can help come up with some dates that you wouldn’t
know. Are there company anniversaries, holidays or closings to
consider? Do you already have special sales events scheduled? How
about trade show appearances? Any new products, services or new
locations planned?
Now, let’s head outside the organization. What’s happening in the
lives of your suppliers and customers? How about in your industry? Any
trade association meetings or conferences? Are major white papers,
reports or industry research planned?
Often your best opportunity for press coverage comes from special
industry reports and stories that the media has on its editorial
calendar. So, start collecting editorial calendars from business and
trade media that cover your business. Also, see if your local media
have editorial calendars. All of the American City Business Journals
have their editorial calendars online. Go to BizJournals and drill down to your metro area from there.
Also, fill in the holidays and special events for the year. Here’s a
calendar with holidays listed.
And don’t forget smaller holidays or those with significance to your
faith and to other religions. You might find one that sparks a thought
for a story idea or a special promotion. Be sure you add major
elections and sporting events, as well as major local events.
Think seasonally as you assemble your calendar. Back-to-school, tax
season, vacations, heating and cooling seasons: all of these can be
harnessed for their marketing and PR value.
Once you have all the dates plugged in, you can start scheduling your
own PR and marketing specific programs and tactics for a successful 2007.
