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Keeping up to date on current trends and upcoming events is the key to understanding journalists lead times. This will help you maximise your potential press coverage as you can pitch products that match what they are working on. Keep in mind that short lead journalists work up to 6 weeks in advance and long lead journalists can work up to 4 months. Feel free to take a look at our PR Calendar on the site to see upcoming dates, so you never miss the perfect opportunity to pitch to journalists.