If you’re still winging it with your visibility, you’re wasting time and missing chances. Most founders stay reactive. They post when they remember. Pitch when it’s too late. Watch others get media and call it luck.
It’s not luck. It’s planning.
What Is a Visibility Calendar
Call it what you want, PR calendar, editorial calendar, I call it what it really is. A visibility calendar. It’s how you stay top of mind, seen and ready. It stops you chasing trends and helps you lead them instead.
You can’t keep waiting for the right moment. You need to plan ahead.
Work in Quarters
Break your year into Q1 to Q4. It gives you rhythm. Helps you know when to launch, when to network, when to push and when to pause. I live by this and it keeps me clear and consistent.
You want to stop guessing. Start planning.
Set the Right Goals
Before you start mapping the year, figure out why you’re doing it. More clients? More press? More leads? That clarity shapes everything else. Without it, you’re just throwing content at the wall and hoping something sticks.
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Map Key Dates
Look ahead. Research industry events. Awareness days. Awards. Panels. Plot it all. I use Awareness Days UK & Ireland to plan content. It’s not deep. Just useful.
Don’t wait for visibility to find you. Create the opportunities.
Include Your Own Milestones
Product launches, campaigns, speaking gigs, whatever you’ve got planned, put it in the calendar. Then build your content and outreach around those moments. It saves you stress and multiplies impact.
Plan for What You Can’t See
Newsjacking is where you jump on trending stories. But you can’t do that if you’re disorganised. You need structure so you can move quickly when the unexpected comes up.
Be the expert who’s ready. Not the one catching up.
Build a Simple Content Plan
Once your calendar’s set, decide how you’re showing up. Are you creating video? Doing interviews? Speaking at events? Tie your output to your key dates. Make it make sense.
This isn’t about volume. It’s about relevance.
Make Room for Networking
Online content builds reach. In-person builds trust. You need both. Add networking events into your calendar. Coffee chats. Panels. Awards. Visibility isn’t just digital. Be in the right rooms too.
Don’t wait for January. Plan now. Build a visibility calendar that works for your goals and gives you a clear plan of action. That way, when opportunity knocks, you’re not scrambling. You’re already there.
See you next week!
