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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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More Cyber Tools—Editorial Calendars; Clipping and Monitoring Services

Another significant advancement for the practice of public relations is the ability to view online editorial calendars. The ability to review an editorial calendar of a print publication is a key to targeting “the pitch” for an editor or a reporter. An editorial calendar is an up-front calendar of what a magazine will be focusing on in each issue. These calendars are planned yearly and guide the PR professional to pitching a particular story for a particular issue of a publication. Again, the online calendar is one more way to have targeted ammunition that will gain the attention of a media contact and not waste his time with an angle that does not even fit the format, interest, ...

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