An Editor’s View on Press Releases

 In Blog

Republican editor Robert “Rob” Rizzuto has been known to use his work to extend compassion to the community.

After interviewing a homeless man some time ago, for instance, Rob clearly saw that the man was a skilled worker, but because he spoke very little English, it was difficult for him to find a job. Rob helped push for the creation of a Spanish-language navigator position in Jamestown, New York, to help those who were primarily Spanish-speaking get connected with different job training assistance programs, temp agencies and other social services.

“It was just one of those things that we worked really hard on, and, in the end, it made an impact and is something that still helps people hundreds of miles away from where I currently am today,” Rob says.

Now, Rob is the assistant managing editor at The Republican, in charge of the photography department and implementing the best digital practices regarding the online news efforts.

Since his hiring in 2010, Rob has also covered crime and politics for the daily paper in Springfield, Massachusetts. He’s met many influential politicians, including Sen. Elizabeth Warren. When the White House asked him to be the press pool reporter for a fundraising event in Springfield for President Obama’s re-election campaign, he also met First Lady Michelle Obama.

Rob receives dozens of press releases every week—including ours—and he agrees with us that press releases are an efficient way to let a newspaper know what is happening in your business or organization.

“Newsrooms are changing and people are looking to do more with fewer people,” he says. “Write your press release like a good piece of journalism, and you’re much more likely to have someone pick it up and do something with it.”

Rob outlined these reasons for sending a press release: A noteworthy hiring, a landmark anniversary, a unique movement that sets a business apart from its competitors and community philanthropy.

When constructing and sending out a press release, Rob offers the following advice:

Make a personal connection. Take the time to connect with the people in the news market that you are trying to reach. This makes your press release more than just a random message from a stranger in the editor’s inbox.

Meaningful subject line. Give the editor a reason to open the email instead of just deleting it. Make it clear why your message matters.

No frilly language. Don’t use over-the-top, self-flattering language about yourself or your company. Instead, be clear and to the point, and your press release will speak for itself on the importance of what you are promoting.

Include critical information. Be sure to include the who, what, when, where, why, and how of your news. Nothing is worse than receiving a press release for an event that doesn’t include a date or location.

Consider the media outlet. Different media outlets have different needs when it comes to press releases. Print and online news organizations plan further out for publications, while television wants to know what is going on that day. It is important to know your audience and how your efforts will best serve them.

Note: In the photo, Rob reports for The Republican and CBS 3 Springfield at a President Obama event in 2013. Photo by Michael S. Gordon/The Republican.

Recommended Posts

Leave a Comment

Contact Us

We're not around right now. But you can send us an email and we'll get back to you, asap.

Not readable? Change text.