Getting free publicity is an easy way to build credibility and establish yourself as an expert in your industry, and getting free publicity is easier than you might think. You just have to know where to look. Copied below is an editorial calendar from a Health Supplement that’s printed in the Arizona Republic. Many newspapers and magazines post their editorial calendar online for anyone to access. Here are two ways you can use and editorial calendar to generate free publicity for your business.
1. Respond directly to the publication via email. This particular editorial calendar makes it easy. Here’s a tip: Instead of just responding by saying “Hey, I can answer these questions,’ respond to them with your answers to their questions. For example, in November of 2011 the question is, “What are the risk factors for this endemic disease?
2. Use editorial calendars as story idea generators. For example, once you have put together the answers to the question about diabetes factors below, send it to other publications or media that this particular story would be a good fit for.
Of course, there is more to getting free publicity than just sending a simple email and that’s why many businesses hire PR professionals to do this. However, with a little homework and research, you can generate a little free publicity for yourself. Just give it a try.
1. Senior health and elder care. What issues are specific to seniors’ health and care? With longer lives come many benefits but also more issues, from health to financial. As age progresses, seniors often require a wide variety of levels of care, from living alone to assisted living, from complete care centers to specialized health-related facilities. We will discuss issues such as these, including if/when it’s time for mom/dad or grandma/grandpa to move into some type of care center.
2. Diabetes. What are the risk factors for this endemic disease? We will discuss the diagnosis, treatment and prevention of diabetes as well as the difference between Type 1 and Type 2 diabetes.
3. Organ transplants. What are the laws, rules and regulations related to organ transplants? How can someone become an organ donor? What might disqualify someone from being a donor? We will also discuss how the list of potential recipients is created and who governs it, i.e., who decides who gets on the list and how/why someone might move up (or down/off) the list.
4. Pharmacists. How can your pharmacist become a trusted member of your health-care team? Pharmacists are a great source of health-care information and we will discuss how they can help you, what they can tell you and what they can’t tell you. We’ll also discuss when a call to your pharmacist is appropriate instead of to your doctor and vice versa.
5. Osteoporosis. What is osteoporosis and can it be avoided? Is it genetic? We will discuss this plus how a bone density test works and what it shows, as well as who should be tested and when.
6. Parenting. We will interview parenting experts and discuss teens and setting limits. OR We will describe and discuss what are and when should a parent be concerned about “growing pains”.
1. Health-related resolutions. What are the most frequent ‘Top 10’ New Year’s resolutions pertaining to health? We’ll discuss issues such as getting a mammogram, seeing the dentist at least twice, getting a skin cancer screening test, scheduling a colonoscopy, going for a vision check-up, etc. We’ll look at it from the angle of what individuals think they should do as well as what doctors recommend and why.
2. Orthopedics, the musculoskeletal system and the spine. How can we keep our bones and joints healthy? Along with preventive measures, we’ll discuss the latest in joint-replacement technology and surgical procedures.
3. Flexible Spending Accounts. What is a Flexible Spending Account? We’ll discuss how FSAs work, how they can save you money and why you should take care of your FSA monies before they run out.
4. Bed bugs. What exactly is a bed bug? We will discuss how to spot, and most importantly, how to prevent and/or get rid of these yucky little critters.
5. Women’s health-care. TBD.
6. Parenting. We will discuss how to recognize the signs of drug usage in teens and where to go for help. OR We will discuss what makes a young boy’s voice change and when it usually happens.