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Content Calendar
Introduction
2020 found media and PR pros having to suddenly adapt
and reevaluate their comms and content strategy. With the
uncertainty of the COVID-19 pandemic, these challenges will
continue into 2021.
The Editorial Content Calendar is designed to guide you
through planning and adapting your content strategy
throughout the year. Flexibility will be key when executing
your plan. Most events have gone virtual, been pushed back,
or were outright cancelled. Revisit the calendar periodically to
organise your content, reevaluate your campaign strategy, and
create pitches that get coverage. Take the time to organise
and plan your content for the coming year with the help of our
2021 Editorial Content Calendar.
2021 Content Calendar +44 (0)20 7074 2560 | 5 Churchill Place, Canary Wharf, London E14 5HU | Copyright © 2020 Cision Ltd. All Rights Reserved. 2
How To Use This Guide
Stick to what’s relevant
Pick and choose events that make sense for your brand and audience. Once
you have your dates, create your media strategy around those.
Be flexible
While there continues to be uncertainty around COVID-19, dates will change
and events will be postponed. Check in on your media plan frequently and
adjust as needed.
Stay within your resources
While smaller budgets will continue to affect many, it’s important to schedule
content around your resources.
Holidays are set, so plan some comforting content around those dates. All
holidays are UK unless noted otherwise.
2021 Content Calendar +44 (0)20 7074 2560 | 5 Churchill Place, Canary Wharf, London E14 5HU | Copyright © 2020 Cision Ltd. All Rights Reserved. 3Planning Tips
Research media outlets
Many outlets share their editorial calendars online which makes it easy to pitch
your brand’s story to the right outlet at the right time. Start your research early,
so you have time to plan and adjust pitches accordingly.
Focus on the right opportunities
Find the perfect fit for your brand based on events and story ideas listed in the
editorial calendar.
Plan ahead
Deadlines vary for outlets. Plan ahead to make sure you submit your content
on time.
Be prepared
Know journalists’ pitching preferences and topics covered ahead of time to
ensure your pitch is received well.
Be visual
The majority of journalists and outlets require at least one piece of multimedia
to accompany a story. Make their job easier and provide it for them. Create a
press kit with brand images, videos, and infographics you can easily pull from.
2021 Content Calendar +44 (0)20 7074 2560 | 5 Churchill Place, Canary Wharf, London E14 5HU | Copyright © 2020 Cision Ltd. All Rights Reserved. 4Year At-A-Glance
SUMMER FESTIVAL SEASON
April – September
FESTIVE SHOPPING
Mid November – December
Digital Marketing World TOKYO OLYMPICS
June 2 – 3 July – August
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
SMALL BUSINESS WEEK BACK TO SCHOOL SMB SATURDAY
# COMMSCON21 Early May September 1 November 27
February 4
BBC SPORTS PERSONALITY OF THE YEAR
MEASUREMENT MONTH December TBC
October
LONDON FASHION WEEK TAX YEAR BEGINS
February 19 – 23 April 6 BRIT AWARDS
May 11 BLACK FRIDAY
November 26
GOLDEN GLOBES
February 28
Disclaimer
BAFTA AWARDS
April 11 LOCAL ELECTIONS
All events listed are chosen for industry importance and
May 6 not due to sponsorships or partnerships with Cision.
2021 Content Calendar +44 (0)20 7074 2560 | 5 Churchill Place, Canary Wharf, London E14 5HU | Copyright © 2020 Cision Ltd. All Rights Reserved. 5January February March
1 New Year’s Day 2 Groundhog Day Women’s History Month
16 World Religion Day 6 Six Nations begins 1 St David’s Day
18 Martin Luther King Jr Day 12 Chinese New Year 1 – 9 Paris Fashion Week
25 Burns Night 14 Valentine’s Day 4 World Book Day
25 – 29 World Economic Forum - Davos 16 Shrove Tuesday 8 International Women’s Day
17 Random Acts of Kindness Day 14 Mother’s Day
19 – 23 London Fashion Week 17 St Patrick’s Day
19 Spring Equinox
20 International Happy Day
21 World Poetry Day
27 Earth Hour
PR TIP Optimizing content is a key factor in making sure your brand’s content gets noticed. Often just a few tweaks can have a positive impact
on visibility and engagement. Check out our tip sheet to optimize your content for PR.
2021 Content Calendar +44 (0)20 7074 2560 | 5 Churchill Place, Canary Wharf, London E14 5HU | Copyright © 2020 Cision Ltd. All Rights Reserved. 6April May June
1 April Fools’ Day 3 Early May Bank Holiday LGBTQ Pride Month
4 Easter Sunday 10 – 16 Mental Health Awareness Week 2 – 3 Digital Marketing World
10 The Grand National 11 – 22 Cannes Film Festival 12 Queen’s Official Birthday
12 Ramadan begins 12 Eid al-Fitr 20 Father’s Day
21 National Tea Day 5 FA Cup Final 21 Summer Solstice
22 Earth Day 22 Eurovision 26 London Pride
23 St George’s Day 9 Champion’s League Final 28 Wimbledon begins
31 Bank Holiday Monday 28 – 01/07 Mobile World Congress
TBD Small Business Week
PR TIP Perfect your pitching strategy to cut through the noise and get noticed. Check out our State of the Press Release webinar to hep you
increase the likelihood your pitch gets read and covered.
2021 Content Calendar +44 (0)20 7074 2560 | 5 Churchill Place, Canary Wharf, London E14 5HU | Copyright © 2020 Cision Ltd. All Rights Reserved. 7July August September
1 9 Eid al-Adha Summer Holidays and Exam Results Back to school
23 Tokyo Olympics Opening Ceremony 7 International Beer Day 6 – 8 Rosh Hashanah
23 – 8/08 Summer Olympics 9 – 10 Al-Hijra - Islamic New Year 10 World Suicide Prevention Day
24 International Self-Care Day 31 Bank Holiday Monday 17 – 21 London Fashion Week
22 Autumn Equinox
PR TIP Leverage the power of Influence this summer with our Influencer Framework for PR Identifying the right influencer for your brand can
help your business grow and reach new audiences.
2021 Content Calendar +44 (0)20 7074 2560 | 5 Churchill Place, Canary Wharf, London E14 5HU | Copyright © 2020 Cision Ltd. All Rights Reserved. 8October November December
Black History Month Measurement Month Festive season
1 International Coffee Day 4 Diwali
6 Hanukkah Ends
3 London Marathon 5 Bonfire Night
25 Christmas Day
6 World Mental Health Day 13 World Kindness Day
26 Boxing Day
16 World Food Day 14 Remembrance Sunday
31 New Year’s Eve
31 Halloween 26 Black Friday
27 Small Business Saturday
28 Hannukkah begins
29 Cyber Monday
30 St Andrew's Day
30 Giving Tuesday
PR TIP This festive season capitalize on multimedia and make sure your content is seen. Check out the Content Guide for the do’s and don’ts
of content creation.
2021 Content Calendar +44 (0)20 7074 2560 | 5 Churchill Place, Canary Wharf, London E14 5HU | Copyright © 2020 Cision Ltd. All Rights Reserved. 9You can also read
