Doesn’t it seem like social media sure taken over the PR world? Clients are looking to PR pros for new strategies for how to get their messages out – viral marketing, blogging and linking, and social media strategies.

While these new, cutting-edge PR practices are all the rage, it’s important to remember where we all came from. Some of us remember the days of faxing to share information and even a world that didn’t have online publications, just the weekly hard copies. But there’s one area we just can’t seem to avoid, even though it’s become a little bit easier – the dreaded editorial calendar. Since we’re closing 2010 that must mean that it’s time for the annual “running of the ed cals.” In their honor I give you the ed cal blues.

My dear friend the ed cal,
it’s a part of my life.
Perhaps I could outsource it,
so that I can get a life.

The mindless hours of research,
made easier via the Web.
Remember the good old days,
when you had to call the pub ahead?

As my eyes gloss over,
I shudder to think.
Why is my head hurting?
Oh yes, I forgot to blink.

For as we all know,
it’s a part of the game.
But if you ask me directly,
I’ll tell you it’s quite lame.

But onward we go,
with just a hint of glee.
For as we all know,
it makes the client quite happy.

Rob Goodman

Author: Rob Goodman

Rob Goodman is a communications professional with more than 27 years of experience in public relations, marketing and content creation.