Unbeknownst to many, virtually every publication your company desires, or would benefit from securing coverage in, produces an “Editorial Calendar.” These calendars outline the majority of the subjects/themes the publication plans to cover throughout the year, and arms your PR program with knowledge of how to weave your company, products or services into the publication throughout the year, supporting the goal that whenever your company’s industry or product area is featured, your brand is a part of that discussion.

Check out the current Business Week editorial calendar as an example: http://mediakit.businessweek.com/Calendars/Magazines