Timelines and Deadlines

Journalists work on different schedules. Do you think about the optimal time to pitch?

Do you think about journalist’s lead time for articles? When we used to write mostly in print, issues might be completed up to a year ahead. Online, the publication schedule moves faster, but that doesn’t mean writers will place an article immediately.

The most useful PR pitches give plenty of time for journalists to ask questions and form a robust pitch. Sometimes, I pick my angle and have plenty of legwork before I even send information to the editor. Allowing time for exploration results in a compelling pitch. It’s a dance, though. I don’t want to think about Christmas when August is regularly serving up 90 degree days.

With national publications, the editor’s inbox is super full. Journalists can label their pitch ‘timely’, but we try not to abuse that labeling. I would say a good rule of thumb is 6 weeks ahead of a holiday or event.

There’s always going to be news that needs instant attention. I’m not saying those pitches can’t be placed. Just try to give ample time for a journalist to digest what you’re sending, ask questions, approach an editor and hopefully place the article.

Even staff writers plan well ahead of big holidays and events. The bigger the holiday, the more lead time! Everyone starts work well ahead of the season.

What’s your rule for sending information ahead of a holiday or event?

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