4 Tips to Think Like an Editor
Understanding the media landscape and how editors approach their work is a valuable skill that will help you navigate your PR outreach. This entails not only knowing what editors are looking for and how to get their attention, but also understanding lead times, and seasonal topics publications cover each year.
Use the 4 tips below as a starting point to map out your PR outreach for 2023.
Utilize Editorial Calendars
A good PR plan always starts with research. Once you have a list of the target publications you plan on pitching, take the time to look up the editorial calendar for each outlet. Yes, most reputable magazines, outline outlets, and even blogs, share an annual “editorial calendar” on their website. Editorial calendars outline the theme for each issue, the date the issue comes out, and the topics they are covering. While editorial calendars are technically created for advertisers, they are an invaluable free resource for PR planning if you know how to use them to your advantage.
Start by taking note of topics and themes listed in editorial calendars that could be relevant to your business, and outline specific angles you have in mind. For example, if you sell tabletop goods and a design magazine you love covers entertaining in their July issue, make a note to send a summer entertaining pitch weaving in your tabletop collection. For timing on when to send your pitch, read on to tip #2.
2. Learn Lead Times
Be sure to keep what PR professionals call “lead times'' in mind. There are two main categories most publications and media outlets fall into: long lead and short lead.
Long lead publications are typically glossy print publications or special issues of a newspaper that work about working 3-6 months in advance. For example, if you want to pitch an item for a holiday gift guide in a December issue (which hits stands in November) you want to be ready to send that information to the publication in July.
Short lead publications and/or outlets include daily newspapers, weekly magazines, online outlets, such as digital versions of magazines and blogs, and broadcast news. Their lead times can range from a month in advance, to a week or even less.
A good rule of thumb when working with the media is to always ask about any deadlines or lead times upfront so you can be sure timing is aligned.
To recap, editors at long lead publications work around 3-6 months in advance, while editors at short lead publications work around 1 month in advance or less. This means you need to be looking ahead to see what initiatives or product launches you have coming up and work backwards. A PR plan that includes a timeline of key initiatives and deadlines for when to pitch them will help you stay organized and work ahead.
Here are a few examples:
Valentine’s Day gift guides, Feb issues hit stands in Jan
Deadline for Long Lead: September/October
Deadline for Short Lead: December/January
Holiday gift guides, Dec issues hit stands in Oct
Deadline for Long Lead: July/August
Deadline for Short Lead: October/November
Summer Entertaining Stories, July issues hit stands in June
Deadline for Long Lead: January/February
Deadline for Short Lead: April/May
3. Understand What is “Newsworthy” vs. Seasonal/Evergreen
Editors cover what is new and newsworthy, as well as seasonal and evergreen topics that are relevant to their readers. When thinking about what you have to pitch, such as a specific product, consider whether it is evergreen and can be covered at any time, or if it is a seasonal item. This will guide the timing and context of your pitch.
For example, if you have a versatile tabletop collection, that would be an evergreen product, while a special limited edition collaboration would be newsworthy. Even with an evergreen product, you should still think about how it can be timely and when it would be most relevant. For example, a neutral tabletop collection could be great for summer entertaining, or mixing in with festive holiday decor, or for holiday gifting.
Pro tip: If you are a new business that has not yet done a PR push, or if your business has recently rebranded and are doing things differently, it can be considered newsworthy.
If your business or product is not new, revisit your brand foundation and positioning – what makes your company or products unique, interesting or relevant at this time?
For example, if you are a womenswear brand with collections of vacation-ready dresses, you could position them as warm weather getaway pieces in the winter, and beach wedding guest attire in the summer.
If a publication is not interested in a specific product, brainstorm on what else you could offer? Can you provide tips on your area of expertise? For the womenswear brand mentioned above, the founder could offer vacation packing tips for a warm weather getaway or share her favorite vacation capsule wardrobe staples. There are always multiple angles to explore – just remember to stay away from coming across too promotional or sales pitchy. The more you can be a resource to the publications you are pitching, the more likely you will see results. This is why we call traditional PR coverage “earned media” - it is the highest endorsement and you actually do have to earn it. Just remember to always, always do your research and personalize your communication with editors.
4. Nail Your Positioning
Editors are looking for unique stories and products that are timely and relevant to their readers. The brands that are winning today, have a bigger purpose, they have built a strong brand foundation and can effectively communicate their positioning and what they stand for beyond their product or service.
Here are 4 questions reflection questions to check in on your brand foundation:
Do you know your “why” - why are you in business, who are you serving, and what pain point, need, or problem you are solving?
Do you know what sets you apart from the competition and what you have to offer that no one else does? This requires looking at either direct competitors or brands in your space who you admire.
Have you thought about your founding story and what makes your journey unique and special? Your background, expertise, and how you tell your story can be a powerful part of your PR strategy.
Are you clearly communicating #1-#3 on your website and social channels through your messaging and visual aesthetic?
If you aren’t sure how well you’re doing these 4 steps, or if you haven’t taken the time to consider these aspects of your brand, you’re not alone! Many small business owners don’t know the importance of building a brand foundation. This is all you need to get started on building a lasting brand and seeing momentum with business growth as well as interest from media, partners and influencers.
To get started, take our course The Brand Starter Kit.
