This is where the editorial calendar becomes a crucial planning tool. The calendar should reflect ideas that strike a balance between parks and recreation departments, seasonal issues, and community partnerships. Stories should include information about and for the park district resident, park district activities and statistics, and upcoming programs and events. Providing the reader with a well balanced story mix adds credibility to the overall message. Photo opportunities need to be planned in advance as well.
Photos can stand alone, or be used to illustrate an accompanying article.
The calendar's format is simple. It consists of one page for each of the three editions, with each page listing the various areas for the story mix. Keep the calendar handy at all times, and as an idea comes up, jot it down for the appropriate edition. The calendar also serves as an index of past stories and can assist you with balancing your coverage when you have many areas to cover.