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Knowing the editorial calendar of your target publications will help ensure that the news you're sending out is timely. Many publications have an editorial calendar on their Web site. Consult that calendar to determine which upcoming issues of a publication are running stories that pertain to your industry or product. Be sure to get information to the appropriate editor well in advance of the deadline so that the journalist will include mention of your product. If it's a new product announcement that's top secret, tell the journalist as much as you can to determine if there's interest. A journalist's reputation is based on integrity, and they're used to seeing products well before they reach the market.