How to Set Up a PR Calendar
You now have an idea of all forms of PR content. In this article, you will learn how to set up a PR calendar. In other words, you discover how to work on PR in a structured and sustainable way.
Calm, cleanliness, and especially: regularity
You're eager to write a press release sharing interesting market insights. You want to write articles on how your customers solve problems or you want to announce new customers, share research, or respond to the news.
Whatever you do, make sure to find a certain rhythm in the content you share with the media. Regularly engaging with the media with relevant content leads to journalists seeing you as a source of knowledge or relevant information.
Variety
Aim not to repeat the same type of news too often. Just as variety is the spice of life, it is more interesting for the media when different types of news follow each other. Here you will find five types of news for inspiration.
Below is an overview of all types of news:
- International success (expanding abroad)
- New customers and partners (new business)
- Growth figures (annual figures)
- Funding (finance)
- Mergers and acquisitions
- New colleagues (also relevant)
- Research among 1000 Dutch people
- Research among a specific target group
- Other research
- Observations
- Opinions
- Responsive news hooks
- How-to and tip articles
What now?
Then follow these steps:
- Organize a brainstorm — so-called trend discussions — to clarify all relevant content;
- Make a list of all these forms of content;
- If you're short on content for your PR ambitions, consider conducting research among your target group or 1000 Dutch people;
- In any case, list four — but no more than fifteen — ideas that you think are relevant for the press.
How often to send out a press release?
The big question, of course, is: How often should you send out a press release? It depends not only on the content available and the time you want to invest in PR. However, there are a few guidelines to give:
- Try to send out a press release at least every quarter
- Sending out a press release more than once a month is quite zealous. This will ultimately result in fewer publications for each press release. Therefore, it's recommended to 'spread out' the content over a longer period.
Inspiration
To get you started with a PR calendar, here are two examples of planning for PR.
Variant 1: light
|
Month |
Press Release |
|
January |
Announcement of a new customer |
|
February |
|
|
March |
|
|
April |
Opinion article: regulation alone is not enough |
|
May |
|
|
June |
|
|
July |
|
|
August |
|
|
September |
Call on Prinsjesdag: government, invest extra! |
|
October |
|
|
November |
|
|
December |
Trend article: these are the key developments for the coming year |
Variant 2: ambitious
|
Month |
Theme |
|
January |
New customer |
|
February |
Research among 1000 Dutch people |
|
March |
Opinion article |
|
April |
New partner |
|
May |
Research among target group |
|
June |
Research among 1000 Dutch people |
|
July |
Expansion abroad |
|
August |
Opinion article |
|
September |
Research among 1000 Dutch people |
|
October |
New customer |
|
November |
Research among target group |
|
December |
Trends: these are the opportunities for next year |
In conclusion
This article should help you to set up a PR calendar, so you can work on the thought leadership position of your organization. Note: regularly seeking out the press is essential. Therefore, maintain a rhythm that you can sustain and set ambitions that you can fulfill. Ensure you have enough support and resources in time to realize this calendar.
