During a brief spell in PR, I would collect the forward features lists. These highlight what topics media publications would be working on in the coming year (here’s an example). If a featured covered a client’s turf, I’d write in with relevant suggestions.
We never knew why some topics were chosen and others ignored. The readers had no input into what topics should or shouldn’t be featured. There wasn’t (and still isn’t) an open discussion around editorial choices.
If you work for an organization which produces considerable content, share the calendar with your audience. Ask them what topics they want to see and what should be prioritized above other topics. Better still, ask them for their suggestions and contributions. Ask the audience to share their stories.
This doesn’t just save huge research time, it leads to better research too.
Now go one further, share the entire community roadmap. This isn’t just about content. What features can members expect in the future? What can they look forward to and volunteer to help out with?
