The 30-Day Press Calendar

Most in-house teams pitch in bursts: a launch, a long silence, another launch. Top-tier agencies pitch in cycles. The difference is a 30-day press calendar, written six months in advance.

Mondays are for outbound pitches — three per writer, max, to preserve relationship currency. Wednesdays are for in-house photography (so we are never asking an editor for a story with no imagery to anchor it). Fridays are for embargoed sends — the only respectful way to give a writer a head start.

Quarterly we sit down with the founder, look at the calendar, and ask one question: which placement, if it lands, materially changes the next 12 months of revenue or recruiting? Everything else falls down the priority list. Calendars without prioritisation are wishlists.