Create Your Publicity Calendar

A Publicity Calendar is a timeline that outlines at-a-glance: 1) what type of media outlets you will contact; 2) how you plan to attract publicity attention; and 3) when the contact will take place. Your publicity calendar can be set up on a daily, monthly, quarterly or year-round basis. Below are key features of a publicity calendar.

Media Outlets include what types of media you will contact (e.g., TV, Radio, Print Publications, Social Media or Internet). When choosing which media outlets to use keep your audience in mind. The goal is to have your publicity reach your target customer.

Tactical Media Plans identify which tactic you will use to attract the public’s attention (e.g., press release, e-flyer, event or banner ad). You developed your marketing or press materials earlier and should be ready to execute your publicity plan.

Contact Dates indicate when the contact will take place (e.g., daily, monthly or annually). It is always helpful to know, at a glance, what’s going on in your publicity plan. A
calendar that shows all media, in relation to each other and to various promotions, can make project planning much easier.

Coaching Exercise

Create an Excel or Word document to schedule your publicity activities in one place. The calendar serves as reminder to issue news releases or take other actions.

Checklist

ï Include all types of media outlets.

ï Identify what marketing collateral you will use to attract the media (e.g., press release, e-flyer, ad, or an event).

ï Create a publicity calendar that shows your actual publicity plan.

Make sure your Publicity Calendar contains the following sources: traditional (TV, radio and print), new media (internet, blogs and social media), offline (mobile devices, direct mail and signage). To learn more about marketing strategies, visit http://www.blackecommerce.com and download a free copy of Top 5 Secrets Smart Business Owners Use to Market Online.