To remain relevant you should create a content calendar of topics to stay in front of your target market and integrate with other media and marketing outreach such as newsletter or social media posts.  This will help develop relationships with other key influencers.

Issues should match the news cycle or otherwise include:

  • Tips/advice
  • Profiles
  • Images to tell the story and compile an inventory of images

For example:

  • Leverage the news and existing events.
  • Promote specific programs that are timely.
  • Generate and distribute thought-leadership.



  • Create your own news by following the news cycle and making your organization relevant.
  • Leverage blogs, social media and other tools to make your message heard.