Some people learn to speak on camera. Karla Ray lived it.

Long before she ventured into the communications side of the business, she was in newsrooms across the United States, chasing stories and anchoring newscasts. At just 19, she got her start in local news, hauling her own gear across dozens of counties as a one‑woman‑band reporter in South Dakota.

Her firm, Unprompted Strategies, which she doesn’t label as strictly public relations, gives clients an edge by focusing on a part of communications many overlook: telling stories both on‑camera and off.

“I don’t really view myself as a practitioner of public relations, but I am a master communicator,” Ray told EIN Presswire. “I’ve been a writer and storyteller for as long as I can remember.”

Unprompted Strategies was born, as she says, “after leaving news unexpectedly in 2024 to help others amplify stories on camera, online or on their behalf.”

The standout service she’s known for is one not every traditional PR shop can pull off: media coaching.

Her areas of expertise are media coaching and media placement, shaped by her extensive newsroom experience and a keen instinct for what reporters look for.

And she’s the ideal person to school you on being interviewed by the media — just look at her background, spending more than a decade investigating, anchoring, and earning Emmy nominations in Florida.

When she was let go from her news role in 2024 — an “unprompted job loss” — everything shifted. What came next wasn’t a backup plan but rather the foundation of the company she continues to build today.

Ray launched Unprompted Strategies to help people and brands show up with clarity, command a camera, and own the room. She ditched the teleprompter to teach others how to think like journalists, pitch with purpose, and deliver when the red light turns on.

In this “Heard on the Streets” feature, Ray shares how she turned a career pivot into a platform, why former journalists are PR’s secret weapon, and what brands get wrong when they wait too long to ask for help.

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Q: Tell us a little more about your journey and how you got started.

A: I think I wrote my first ‘book’ at age 4- something ridiculous that’s no doubt in a box somewhere in my parents’ basement. I started on the print journalism track in college but quickly realized that I was better suited for the pace and style of broadcast. I spent 17 years working as a television investigative reporter and anchor, mostly in Florida.

Q: Describe your firm and the industries and clients you serve.

A: I want to teach people how to fish. My goal is to help people learn how to tell their own brand story so well that they don’t need to pay a retainer fee to a PR firm each month. Unprompted Strategies is run on authenticity and audacity, and the authentic and audacious are the clients I hope to serve. I have a full-time 8-5 as a Community Relations Manager at a law firm, so I am only taking on a few clients at a time under Unprompted. This allows me to really focus on their needs and deliver results.

Q: What specific areas of PR do you specialize in?

A: Media coaching and media placement are my calling cards, due to my extensive work history in TV news. I can write a press release, but my placements have come from knowing how to pitch a good story and preparing my clients for their on-camera or quotable moment.

Q: Could you share some insights into the strategies or best practices that have been key to your clients’ success?

A: It’s all about learning to think like a journalist. Once you know how to identify a good story, feel empowered to tell it, and build relationships with the reporters who can amplify your voice, the pitching part is easy. Too often, brands and businesses focus only on the chance to be featured without doing any of the prep work to make sure they nail it when the spotlight is on.

Q: What is one of the biggest mistakes you see brands, companies, or organizations make in the field of PR?

A: Waiting too long to ask for help. Imagine spending all this time creating your brand or business, only for it to flop because you don’t have the right team helping to get your story out! I also find that PR is often the first budget to get cut when times are tough; this is a mistake because without public interest, even the best ideas can die on the vine.

Q: Anything else you’d like to share about the industry you work in or helpful tips?

A: Don’t overlook former journalists. We know what makes a good story, a strong pitch, we understand production, we are deadline-driven and are incredible multi-taskers! Even if we don’t have an APR behind our names, we know how to play the game.

This is the final part of our Substack series Inside the Newsroom: What Journalists Really Look for in Press Releases, based on interviews with journalists — including veteran reporters and editors — about how they evaluate press releases.

John Pacenti, an Emmy‑winning investigative journalist who has covered South Florida for more than three decades, said the relationship between a PR representative and a reporter works best when both sides understand what the reporter needs: facts and access.

That expectation starts with the press release. “If I receive a press release that is missing critical information or doesn’t include contact details, I am suspicious of the release, the agency behind it, and the subject matter in general,” said Pacenti, who is president of First Way Communications.

A news release should serve as the reporter’s “elevator pitch” — self‑contained, with all essential information and canned quotes — while still leaving room for follow‑up interviews and additional reporting.

Pacenti pointed to two similar condominium developments in Delray Beach to show how this plays out. One project provided a thorough press release, with the media contact responding quickly. The contact also granted a tour and made business owners available for interviews.

The other offered poor contact information, conflicting details, and no returned calls, Pacenti said. “To this day, I still have not received any information.”

The difference shaped his perception of each project. The first development “went out of their way to provide information.” The second “acted like the reporter was a bother,” which raised red flags.

“As a reporter, it makes me highly suspicious that there is something wrong with the complex,” Pacenti said. “And it all started with the news release.”

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Getting and keeping readers’ attention on the internet is more challenging than ever. A website does not get much time to make its case. Visitors scan and decide whether the page feels useful, often in a matter of seconds. That means a strong web content strategy is not just about having the right information, but also about great web design.

Web design focuses on presenting information in a way that helps people understand what matters first, what comes next, and why they should keep going. Research on online reading has found that most users tend to scan rather than read word-for-word. People may read only a small share of the text on a page before moving on.

That is why engaging web design depends on structure as much as style. A page has to create momentum. It needs a clear path, visible priorities, and content that feels easy to move through.

In a digital environment where teams are increasingly incorporating UX designers, the larger challenge is not simply making a site look modern. Instead, it is building pages that guide attention and reduce friction from the first scroll onward.

Build a Visual Hierarchy That Tells Users Where to Look

Visual hierarchy is one of the first things that separates a page that holds attention from one that loses it. It should allow users to tell what is most important without having to think too hard. This requires a visual hierarchy strategy that uses elements such as scale, contrast, and grouping to guide the eye to the right content in the right order.

In practice, that means headlines should do more than label sections. They should communicate value. Subheads should help break a complex topic into logical stages. Calls to action should stand out without overwhelming the page. White space should be used to create breathing room.

This is also where layout and story start to overlap. A homepage, landing page, or long-form article should not feel like a pile of equally weighted blocks. It should feel sequenced. Users should know what the page is about within seconds, see the next useful point without hunting for it, and understand where to go if they want more detail.

In practice, a good hierarchy lowers cognitive effort. It also makes a web page feel more trustworthy because the user does not have to decode it first.

Make Copy Easy to Scan Without Making It Thin

Scannable writing is not the same as shallow writing. It means shaping content around how people actually move through a page. This includes words, headlines, lists, graphics, and any highlighted information.

Some rules in this area mirror those found in journalism. For example, a web page should have a clear message, use facts and uncomplicated writing, and keep paragraphs short.

Section headings should carry meaning, not just clever phrasing. Key points should appear early in sections rather than get buried. Links should be descriptive enough to tell users what they will get before they click.

Readability also depends on presentation. The length of text lines can impact how easily users can process text, with overly long lines creating friction and reducing comprehension. A page can have strong information and still underperform if reading it feels physically tiring. Good web writing and good layout work hand-in-hand.

Use Multimedia to Support the Story, Not Distract From It

Images, video, charts, and other media can deepen engagement, but only when they serve the page’s purpose. Multimedia should clarify, not confuse. Using multimedia assets for their own sake can disrupt page flow and reader comprehension.

Video often works best on the web when it supplements text and images rather than replacing them, especially when users need context. That principle matters because many teams add media for energy while overlooking usability

A short explainer video can help if it answers a question quickly. An image can strengthen a section if it illustrates the point. A chart can improve comprehension if it makes a pattern easier to grasp. But media that autoplays, slows page comprehension, or hides key information can push users away.

Evan Kropp, Ph.D., is Executive Director of Distance Education at the University of Florida College of Journalism and Communications and a faculty member in the online Master of Arts in Mass Communication program. His work focuses on digital education, media strategy, and the evolving role of journalism in the modern media ecosystem.

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But there’s a caveat, says David Olajide, senior marketing manager at Curzon PR. The Nigerian native supports AI use in the communications industry but stresses the importance of using it ethically.

He breaks down what responsible AI use looks like and discusses reputation management, a core service at the London-based firm where he works.

🎧 We just dropped the audio podcast with EIN Presswire and Olajide — check out the full conversation on our YouTube.

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This is part of our Substack series Inside the Newsroom: What Journalists Really Look for in Press Releases, based on interviews with journalists — including veteran reporters and editors — about how they evaluate press releases. Over the next several weeks, EIN Presswire will publish takeaways from those conversations.

Politics is one of the busiest areas of coverage for many reporters, and press releases often help them track developments, spot trends, or build out larger stories.

That’s especially true when a news release touches on hot‑button topics within politics, said Mitch Perry, a veteran reporter covering politics who has worked in both TV and print, including Bay News 9.

“I’m a political reporter, so I like pitches that relate to public policy issues and stories about politics and/or elections,” said Perry, a senior reporter for the Florida Phoenix.

He noted that he also covers gun policy, the environment and other statewide issues, so releases tied to those subjects are far more likely to get his attention than something outside his beat.

Perry, who has covered politics and government in Florida for more than two decades, said the topic is the first thing he looks for — a press release should connect “with something I’m familiar with.”

He added that strong quotes and a clear email subject line help a reporter quickly assess whether a pitch is worth opening. “Sometimes a reporter can be so busy that it’s great to have some quotes available right then and there,” he said.

Perry also appreciates when PR teams show they’ve done their homework. “I do get pitches by PR agents who have noticed that I have written on a particular subject, and reference that as a way to raise my interest,” Perry said.

What he doesn’t appreciate are mass‑forwarded emails blasted to every reporter in a newsroom. “I swear there are a certain number of folks who just blanket send messages to every reporter they know — regardless of what the reporter actually covers,” he said.

Still, Perry emphasized that press releases remain useful tools for political journalists. “Press releases have helped me write stories I wasn’t even thinking of, or can enhance a project I’m already working on,” Perry said. “So they are not a waste of time by any measure.”

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Before documenting conditions of animal cruelty and streaming award‑winning vegan cooking shows to millions worldwide, Jane Velez-Mitchell was a host of a primetime crime show on CNN Headline News, often appearing alongside or filling in for famed television personality Nancy Grace.

Velez-Mitchell, who has served as a CNN commentator, navigated courtrooms and covered trials that gripped the nation, including the high-profile O.J. Simpson case.

It’s no surprise that, through her extensive TV career, she honed the storytelling skills that would later shape her next venture.

In a video call with EIN Presswire, a large TV screen glowing in the background and a warm smile on her face, Velez-Mitchell explained how to access UnchainedTV, a free vegan news and entertainment channel that she founded several years ago.

She casually mentioned well-known figures she is closely connected to in the industry, including TMZ founder Harvey Levin, with whom she has worked with.

Velez-Mitchell also pointed to celebrities who have embraced veganism and have been featured on her network, some of whom may come as a surprise, such as boxing legend Mike Tyson.

Meanwhile, her decades in television, including a six-year stint covering stories for nationally syndicated shows like Celebrity Justice, laid the foundation for a different path within media, one that was the complete opposite of covering crimes.

Velez-Mitchell’s entrepreneurial venture created space for what seems to be a niche: a streaming network devoted entirely to animal rights, plant-based living, and environmental issues — topics that mainstream media don’t cover much.

Today, the former pescatarian turned vegan leads a team of volunteers and advocates passionate about UnchainedTV, which is a nonprofit.

Their goal is simple, outlined in a mission statement: to entertain viewers worldwide but also “ignite change through stories that matter — for animals, people, and the planet.”

The mission-driven media platform blends original programming with celebrity-driven content, including series like At Home with the Jenners, alongside award-winning shows recognized by the Taste Awards, often called the “Oscars of Food.”

Specifically, the show Kale Krew won “Best City or Regional Program” at the 16th annual awards in 2025, while New Day New Chef previously won two Taste Awards.

Today, much of Velez-Mitchell’s time is spent producing and curating stories that advocate for animal rights, climate change, and veganism — using the same rigor that once brought courtroom drama to living rooms to illuminate a very different kind of justice.

In an exclusive interview, the award-winning journalist and entrepreneur discussed her latest documentary, The Climate Healers, the moment that led her to embrace veganism, and why she says mainstream media has overlooked what she calls “the crime of the century.”

She also expanded on building UnchainedTV, pointing to its growth, award-winning programming, and more.

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Q: You spent years covering some of the most high-profile criminal cases in the country. Was there a moment that pushed you to transition to animal rights and plant-based media?

I’ve reported on the trials of the Menendez Brothers, OJ Simpson, Phil Spector, Robert Blake, Michael Jackson, Casey Anthony, George Zimmerman, Jodi Arias, and others. But, the crime of the century has been ignored by the mainstream media. That is the industrialization of animal production. Every year, more than 80 billion cows, chickens, pigs, turkeys, lambs and goats are raised and slaughtered in conditions that are prison-like. It’s called factory farming. They live in CAFOs, which stands for Concentrated Animal Feeding Operations. These animals are just like our dogs and cats. They suffer enormously. The world has somehow decided that their suffering does not count. But, it does. We want to show people the truth.

Q: Was there a specific experience or realization that led you to fully commit your life and career to veganism?

I was raised in a mostly pescatarian household in Midtown Manhattan. Gradually, I became vegetarian. Then, in 1998, while I was working for a Disney-owned Los Angeles news station on the Paramount lot, in walks Howard Lyman, promoting his new book. He was the 4th generation cattle rancher, turned vegan activist, who’d gone on the Oprah show and revealed the horrors of the industry. She famously said his revelations just “stopped me cold from eating another burger.” The cattlemen sued Oprah but she won, declaring “free speech not only lives, it rocks.” After I interviewed Lyman, he and his publicist asked if, being a vegetarian, I still consumed dairy. I reluctantly admitted that I did. “Liquid meat,” they said. And, that was the moment I went vegan. I have not looked back. Best decision I ever made.

Q: UnchainedTV focuses on topics that many say don’t always receive adequate attention in mainstream media. When you launched it, did you feel you were filling a gap others had overlooked?

I started the UnchainedTV streaming and FAST channel network specifically because — having been in mainstream television news for more than 30 years — I saw firsthand that animal rights and the plant-based lifestyle were generally either ignored or denigrated by advertiser-based mainstream media. Why are these issues crucial? Because animal rights are human rights. It’s the key to solving the world’s most pressing problems, like climate change. The New York Times, reporting on an Oxford University study, said, “...vegans are responsible for 75 percent less greenhouse gases than meat-eaters.” That’s a climate solution! However, that story was not picked up by the other big media outlets. Then, there’s America’s leading killer, namely, heart disease. It’s generally caused by plaque buildup from cholesterol. All vegan products have zero cholesterol. Animals produce cholesterol, not plants. Also, most people have no idea that processed meats are carcinogenic, according to the World Health Organization and red meat is labeled “probably carcinogenic.” And, there’s world hunger. Globally, over 600 million people suffer from chronic hunger. We could feed them all if we redirected them to all of the soy, corn and other commodity crops we are currently feeding to billions of factory farmed animals.

Q: You’ve mentioned upcoming documentaries and new releases. Can you expand on any of those projects and what viewers can expect, whether they’ve already been released or are still in development?

We just shot another season of our popular vegan cooking series New Day New Chef, this time co-hosted by vegan movie star Nina Bergman, known for action films like Hell Hath No Fury. UnchainedTV’s latest documentary, debuting during LA Climate Week 2026, is entitled The Climate Healers and is focused on the work of famed systems engineer Dr. Sailesh Rao. Dr. Rao is working to engineer a global transition to a plant-based culture to avoid the oncoming climate catastrophe. The UN Secretary-General has already warned that humanity is in the process of shooting past the 1.5-degrees Celsius climate target set by the Paris Agreement and warned of “devastating consequences.” We are also doing several other series: Green Goddesses, about two actresses/activists on a series of adventures, Kale Krew, featuring fabulous vegan dining experiences and a still untitled new reality series about a lawyer/bodybuilder starting a vegan restaurant franchise.

Q: Describe your experience building a passionate team of volunteers and advocates. How did you go about constructing your team for a nonprofit, and have you brought on less-experienced or experienced journalists and producers?

Having worked on TV shows for some of the biggest names in news and entertainment — from CNN to CBS, Disney and Telepictures — I already knew how newsrooms and networks operate. The challenge was: how to staff ours. While UnchainedTV is known as the Vegan CNN/Netflix, we have a minuscule budget. So, we rely, to a large degree, on volunteers. I’m a volunteer and so are the chefs, show hosts and reality TV personalities we feature. While we do pay a small number of people for their technical expertise, they also work for a fraction of the going rate because they’re passionate about plant-based solutions. We have directors and editors — who have worked for the biggest networks in the world — helping us for a pittance because they, too, want to get the message out.

Q: Your programming has earned recognition from the Taste Awards, often called the “Oscars of Food.” What does that recognition mean for your mission, and where do you hope to take UnchainedTV next?

Awards are a great way to mainstream the plant-based lifestyle. Several of UnchainedTV’s series have won Taste Awards including: At Home with the Jenners, starring Brandon Jenner of Keeping Up with the Kardashians fame. Brandon, along with his wife Cayley, are passionately plant-based. Kale Krew has also been honored by the Taste Awards. Hosted by Nemanja Golubovic, owner of Chicago’s acclaimed Kale My Name restaurant, this series shows how the plant-based movement is growing exponentially. And, New Day New Chef, our celebrity-packed vegan cooking series, has been honored as well. Having been trained as a breaking news reporter, I treat every day like it’s all hands on deck. There is no time for complacency or a “don’t look up” attitude. Everyone at UnchainedTV behaves like we are in a race against time... because we are... for animals, people and the planet.

This is part of our Substack series Inside the Newsroom: What Journalists Really Look for in Press Releases, based on interviews with journalists — including veteran reporters and editors — about how they evaluate press releases. Over the next several weeks, EIN Presswire will publish takeaways from those conversations.

You and your PR team may think the story you’re pitching is a no‑brainer for grabbing a journalist’s attention, and often it is.

But in today’s fast‑moving PR industry and crowded media landscape, you still have to make the case in a way that shows it’s truly newsworthy and aimed at the right outlet.

There are two top elements that help a press release get picked up, one of which is making it about a genuinely interesting story, something actually newsworthy and relevant, according to Laura Cassels, a veteran Florida journalist who specializes in state politics, science and economics.

Including access to “source experts” can make a release stand out even more among the masses, she added.

“It should have data and expert quotes to demonstrate what I think of as ‘probable cause’ that the item you pitch might pan out and be worth the writer’s time,” Cassels said.

She also doubled down on an earlier point about targeting the right audience: “The other No. 1 thing is to pitch it to the right outlets. Do the work to know that the writer, editor, or outlet you’re pitching to is the kind that will care about the story you’re pitching. Otherwise, you’re wasting your time and theirs.”

Cassels has spent time on both the PR and journalism sides of the business, handling media relations for Florida’s tourism marketing organization earlier in her career.

On the journalism side, she receives numerous press releases as a veteran reporter whose work can be found in the Florida Trident, Florida Phoenix and Florida Trend.

Building relationships with the media can be rewarding, especially when you can offer “pitches that are appropriate for them, with information they can use, if not this time then maybe next time,” Cassels said.

That’s why it’s important to read a writer’s work or watch a reporter’s coverage. “Comment on it in your communications,” she said, noting that referencing their work when you email a pitch can signal you’ve done your homework.

“If you have a good story to tell, if you pitch it to the right outlet, and you offer to assist further, you might see it published in an outlet where the right readers will see it,” she said. “Offer photography and infographics.”

Cassels said a press release should make its purpose clear at a glance, with the core information up top and clean details, including “anchors so the reader can jump to the parts he or she is curious about.”

She urged communicators to skip “flowery language” and focus on clarity. Cassels also warned against assuming that getting a release published in many places means it had a real impact.

Some outlets will publish a release almost word for word, Cassels said, but that doesn’t mean it’s reaching the right audience. “Those outlets often publish anything from anybody, so yours may just be lost in the noise,” Cassels said.

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People drawn to creating public interest communication campaigns must hold their campaigns to different standards than those used to manage, for example, the release of a new product or raising brand awareness. The reason is that the goal is not just to reach as many people as possible, but to get them to act on what they learn.

The gap between typical communication and public-interest communication is often where many advocacy campaigns stall.

But that gap also represents an opportunity for those with expertise in strategies for successful public interest campaigns, including the important element of building trust with communities.

Their work shows up in campaigns built for real-world changes, not just drawing attention. It can include outreach that connects underserved communities with healthcare services such as preventive screenings or mental health support.

It can also include advocacy campaigns that push for policy change, such as protections for vulnerable groups, funding for public programs, or reforms that improve access and equity.

Awareness Is Not the Most Important Outcome

People can recognize an issue and still stick with the same habits. They can learn about a cause over the weekend, agree with its goals, and then still do nothing come Monday morning. They can still feel inspired and hit barriers, including a lack of time, access, and even social pressure.

That is why behavior change communication starts with a specific action in mind, along with the concrete, practical steps needed to convince people to take it. The goal is to create an observable and trackable behavior.

Public interest communicators often think in terms of verbs: register, attend, vote, donate, and share. The clearer the verb, the clearer the campaign. It’s also important to remember that the “win” of a campaign is a smaller step, such as getting people to make their first appointment for preventative healthcare or attending a policy meeting.

Build a Theory of Change Before You Build Creative

The theory of change involves a simple promise written down: “If we do X, then Y will happen because Z is true.” It forces a team to define a long-term goal, then work backward to identify all the steps needed to achieve it from the current point.

In advocacy campaigns, the theory of change also clarifies who has the authority to change policy, who influences them, which pressure points exist, and what conditions must shift for a decision to be possible. One practical approach to mapping that out would include:

• Defining the end change, such as a policy passing, a healthy practice becoming standard, or a harmful norm weakening.

• Naming the gatekeepers, such as legislators, agency leaders, school boards, and employers.

• Mapping the steps in between, including areas such as beliefs, current norms, incentives, access, enforcement, and services.

• List assumptions about what must happen for each step to hold.

Once the map exists, creative work becomes sharper, and messaging choices become clearer. Channel choices become pathway choices, and the campaign is focused on the steps needed to make lasting change.

Behavior Targets That Are Specific and Measurable

Campaigns drift when targets are fuzzy. Behavior change communication works best when the target can be seen and counted. Public service communication should emphasize the use of behavioral insights to analyze context and help enable the changed behavior, not just promote it.

A useful target definition starts with the specific segment of the public the communication campaign intends to reach and the action it wants to promote. It takes into account that behavior happens when people have capability, opportunity, and motivation. If one is missing, messaging alone will not save the campaign.

This is where advocacy campaigns get smarter, too. Sometimes the best behavior change does not come from the public but from within an institution.

Learn Fast, Measure Honestly, Stay Transparent

If a campaign aims at behavior change, then the communicators must commit to learning all they can about the people they want to reach and how to determine if the campaign is successful.

A key issue in that determination is trust. Advocacy campaigns often ask people to take risks, share data, or change routines. Transparency helps reduce suspicion and strengthen legitimacy, especially in crowded information environments.

When teams track results and share what they learn, they get better.

Evan Kropp, Ph.D., is Executive Director of Distance Education at the University of Florida College of Journalism and Communications and a faculty member in the online Master of Arts in Mass Communication program. His work focuses on digital education, media strategy, and the evolving role of journalism in the modern media ecosystem.

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This is part of our Substack series Inside the Newsroom: What Journalists Really Look for in Press Releases, based on interviews with journalists — including veteran reporters and editors — about how they evaluate press releases. Over the next several weeks, EIN Presswire will publish takeaways from those conversations.

Because of the constant flow of news, press releases can get buried in journalists’ and editors’ inboxes and in the newswires at times. Still, there are key details communicators can include to help their press releases stand out in a crowded PR landscape.

“There are many avenues of news bombarding media outlets,” some fake or AI generated, said Tammy Joyner, whose four‑decade career in journalism spans a wide range of publications, including a rare experience chatting with former President Jimmy Carter.

Often referred to as the inverted pyramid style, press releases should include the basics at the top: who, what, when, where and why, as well as how about the main subject.

“A good press release includes experts who would provide both sides of the argument about the topic being promoted,” Joyner said.

Joyner, a former editor and reporter whose work has appeared in top publications such as The New York Times, said a release that grabs attention “is properly vetted,” with evidence, background and data “that help differentiate the topic being introduced.”

“I want to know how this information is different, what would the audience want to know, how would it impact their lives or more importantly, make their lives better (or worse, if the topic involves harmful issues),” she added.

She also pointed to practical details that can make or break follow‑up. A clear point of contact with a direct phone number can determine whether a newsroom reaches out for more information.

“One of my pet peeves is news releases, websites, organizations and other entities that do not provide a contact person and phone number,” Joyner said. “To me, that is a total disregard for people’s ability to have access to someone to gain more information.”

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We’re nearing the end of a month jam-packed with global celebrations and big moments for the PR industry, from Women’s History Month to St. Patrick’s Day, the International Day of Happiness, and International Women’s Day.

To show some love to the women in PR who’ve allowed us to share their stories through interviews with EIN Presswire, we gave them a well-deserved shoutout post for their contributions to the industry.

So, where to start with our March updates? We’ve launched a new Substack series digging into how journalists really think about press releases, with the first two installments already live — and it’s one you won’t want to miss.

Plus, one of our founders stepped into the spotlight on a popular podcast. There’s more in this month’s edition of EIN Essentials, so keep scrolling.

If you haven’t already, subscribe now to our Substack to stay updated on articles and content about the evolving PR industry.

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Inside this issue:

1. Inspired Insider Podcast: Media’s Data-Driven Future with Newsmatics’ CEO

2. Industry Insights from Capitol Communicator Editor

3. What Journalists Really Look for in Press Releases

4. How to Write a Press Release That Builds Credibility and Reach

5. Advice from a PR Pro

Inspired Insider Podcast: Media’s Data-Driven Future with Newsmatics’ CEO 📊

If you’re curious about where media and news are headed in the AI era, you can hear it straight from our leader, who has worked in the business since the 1990s.

In a recent episode of Inspired Insider, podcast host Jeremy Weisz sat down with David Rothstein, CEO and co-founder of Newsmatics, which owns EIN Presswire, to talk about the future of press releases in a data-driven landscape.

You’ll hear Rothstein reflect on launching a global presswire, the company’s early days in Prague, and how it has grown internationally. He also touched on the lasting value of press releases and how new tools are helping reach wider audiences, from news deserts to products helping to identify media bias.

Watch now.

Industry Insights from Capitol Communicator Editor 🎙️

Could AI proficiency tests become part of the future of comms jobs? As we all know, AI is becoming ingrained in nearly every industry, including public relations.

That’s exactly what Phil Rabin, editor of Capitol Communicator, explored in an interview focused on industry takeaways.

He emphasized the growing importance of PR professionals learning how to use AI tools to stay competitive in the hiring process. Rabin, whose career spans both media and communications, also highlighted the value of demonstrating clear ROI from PR efforts.

Read the story.

What Journalists Really Look for in Press Releases 👀

What better way to learn how to get your press release noticed than by going straight to the newsroom?

That’s exactly what we did, asking veteran editors and reporters what makes a news release more likely to get published or cited in stories.

One former newspaper editor pointed to the continued importance of local news in driving coverage. Cheri Martin, a former community newspaper editor at two Florida publications, noted that press releases should include localized content tailored to the communities those outlets serve.

In our introduction to the series, we also break down how press releases function as sources for journalists, the different types of earned media you can generate, and more.

Read the latest here.

How to Write a Press Release That Builds Credibility and Reach ✍️

One big reason why more brands are suddenly being sourced by AI tools is press release distribution.

But it’s not just about sending out a news release. You should have a strategy. That’s why we broke down the key elements of an effective press release, including how to structure it in the age of AI. Everything you need to know about crafting a release that gains results is in our new white paper.

Download it here.

Advice from a PR Pro 🧑‍🏫

“One thing I always tell clients and young professionals is that PR is ultimately a relationship business. The tools, platforms, and technology will keep evolving, AI, new social channels, shifting media models, but the fundamentals remain the same: know your audience, tell a compelling story, and build genuine connections.”

– Matt Kovacs of Blaze PR

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This is part of our series Inside the Newsroom: What Journalists Really Look for in Press Releases, based on interviews with journalists — including veteran reporters and editors — about how they evaluate press releases. Over the next several weeks, EIN Presswire will publish takeaways from those conversations.

One misstep that communicators sometimes make is they don’t do research before pitching a story to a particular newsroom.

Joshua Wilson, executive editor of The Macon Melody who serves in a leadership role for the Georgia Trust for Local News, stressed the importance of this.

Wilson, who has spent two decades in community journalism, advises PR professionals to take a moment to understand what his newsroom covers and the geographic area it serves.

He had a clear message for PR folks: learn the newsroom before you pitch.

“Local matters,” Wilson emphasized. “I’d venture to guess that about 75 percent of press releases or pitches I get have absolutely no relevance to what we’re doing.”

Taking time to learn the newsroom shows editors that you care about the topic and aren’t just “shopping it around for the widest distribution net possible,” said Wilson, who helped launch the Roy Howard Community Journalism Center at the University of Southern Mississippi and has taught journalism and media literacy courses.

Wilson noted his newsroom looks for pitches that align with their mission to provide original community or “solutions-oriented journalism.”

“If your pitch can’t translate into something that’s useful for our readers, and you can’t quickly make me understand how it could, I won’t spend a lot of time on it,” he said.

When asked whether press releases have been a good source for developing stories, Wilson said they definitely can be.

“A lot of our PR friends write beautiful copy and send a lot of assets that we can easily pick up and share online or in print,” he said. “That’s very helpful, but we strive for original reporting, which is why I value thoughtful pitches — those that are clearly oriented to our mission and coverage area — more than press releases.”

He added that personal touches in pitches “go a long way.”

Wilson said: “If it’s obvious that I’m just one peg in your press distribution machine…give us some exclusivity and pitches tailored to us, and I’m all in. You’ll have a friend for life, and that friendship will be mutually beneficial.”

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For more than two decades, a familiar refrain has circulated in media circles: journalism is dying. The decline of newspapers, waves of newsroom layoffs, and the collapse of traditional advertising models have led many observers to conclude that the profession itself was fading away.

At one point, the narrative became so strong that some journalism schools removed the word journalism from the names of their academic programs or eliminated the programs altogether. For example, West Virginia University’s Perley Isaac Reed School of Journalism was renamed the Reed College of Media, and the University of New Hampshire eliminated its journalism major in 2024. If the newspaper industry was shrinking, the reasoning went, perhaps journalism as a career path was shrinking with it.

But that conclusion misunderstood what was actually happening.

Journalism was not disappearing. The business model and distribution platforms that historically supported it were undergoing a dramatic transformation.

To understand why journalism is still very much alive today, it helps to briefly look at the trajectory of the industry over the past half century.

From stability to disruption

For most of the late twentieth century, the structure of journalism was relatively stable. Newspapers and broadcast television dominated news distribution, supported largely by advertising revenue. Classified advertising, local retail ads, and national campaigns funded large newsrooms filled with reporters, editors, photographers, and investigative journalists.

Then the internet arrived.

Beginning in the late 1990s and accelerating in the early 2000s, digital platforms reshaped how audiences consumed information and how advertisers spent money. Classified advertising migrated to online platforms. Search engines and social media became primary gateways to information. Print circulation declined.

The consequences were dramatic. According to the Pew Research Center, overall newsroom employment in the United States fell 26 percent between 2008 and 2020. Newspaper newsroom employment alone dropped 57 percent during that period, falling from roughly 71,000 employees to about 31,000. At the same time, employment in digital native news organizations grew by more than 140 percent as new online outlets emerged.

In other words, journalism jobs did not simply vanish. They shifted.

Still, the visible collapse of many legacy institutions fueled the perception that journalism itself was disappearing.

When newspapers declined, people declared journalism dead

As newsroom layoffs mounted and newspapers closed, the industry entered a period of pessimism. Local newspapers that had served communities for decades shuttered or dramatically reduced coverage.

Over the past two decades, the United States has lost thousands of local newspapers, leaving many communities with little or no dedicated news coverage. Some estimates suggest that nearly 40 percent of local newspapers have disappeared, leaving roughly 50 million Americans with limited access to reliable local news.

These areas are often described as news deserts.

The concept reflects a troubling reality. When local reporting disappears, communities lose coverage of school boards, city councils, courts, and local government. Research has shown that the absence of local journalism can reduce civic engagement and weaken accountability in public institutions.

Given this backdrop, it was not surprising that some observers concluded journalism itself was fading away.

But that assumption confused a platform with a profession.

Journalism versus the newspaper business model

Newspapers were one method of delivering journalism. They were not journalism itself.

The core functions of journalism remain exactly what they have always been: gathering information, interviewing sources, verifying facts, writing clearly, and explaining complex issues to the public.

What has changed is how and where those skills are applied.

Today, journalism is distributed across digital publications, podcasts, video platforms, nonprofit investigative organizations, newsletters, and independent reporting projects. Many journalists now operate outside traditional newsroom structures, reaching audiences directly through digital platforms.

In fact, the fragmentation of the media ecosystem may make professional journalism more important than ever. When information flows through thousands of sources rather than a handful of newspapers and broadcast networks, the ability to verify facts and communicate responsibly becomes even more valuable.

This shift toward new forms of journalism is also visible in journalism education.

A case study in journalism’s evolution

In January 2025, the University of Florida College of Journalism and Communications launched a new concentration within its Master of Arts in Mass Communication program: Digital Journalism and Multimedia Storytelling.

The goal was simple. Prepare journalists for the modern media ecosystem rather than the legacy newsroom of decades past.

When the program launched, the initial enrollment target for the first year was 15 students. That would bring the program to approximately 30 students after two years.

The response to this new offering and its modern approach to journalism education exceeded expectations.

Within one year, by January 2026, the program had already enrolled 29 students, just one student short of its two-year target. At the same time, dozens of additional applications were already arriving for the next enrollment cycle.

The demand was unmistakable.

Students were not abandoning journalism. They were seeking training that reflected how journalism actually operates today.

This renewed interest is also visible elsewhere in higher education. The University of New Hampshire, which had previously eliminated its journalism major, announced in November 2025 that it would relaunch journalism as part of a newly envisioned English and Journalism program. The move reflected a growing recognition that while traditional newsroom structures have changed, the need for strong reporting, writing, and storytelling skills has not.

Independent journalism and the expanding media landscape

Part of the reason for this demand is the rise of independent journalism.

In recent years, journalists have increasingly launched their own newsletters, podcasts, digital investigative outlets, and local reporting initiatives. Platforms that allow creators to publish directly to audiences have lowered the barriers to entry.

At the same time, nonprofit journalism organizations and digital native newsrooms have emerged to fill coverage gaps left by shrinking legacy institutions.

These developments are not replacing traditional journalism entirely, but they are expanding the ecosystem in which journalism operates.

And in a fragmented information environment, the foundational skills of journalism remain essential. Writing clearly. Verifying information. Interviewing sources. Conducting research. Communicating responsibly to the public.

Those skills do not become less important in the digital age. They become more important.

The story of journalism over the past two decades is often told as one of decline. Certainly, the collapse of the newspaper business model was painful and disruptive for the profession.

But that disruption also triggered innovation.

Journalism migrated to new platforms, new formats, and new organizational structures. Independent reporters, nonprofit newsrooms, and digital storytelling initiatives now operate alongside legacy media organizations.

Journalism did not disappear.

It evolved.

Evan Kropp, Ph.D., is Executive Director of Distance Education at the University of Florida College of Journalism and Communications and a faculty member in the online Master of Arts in Mass Communication program. His work focuses on digital education, media strategy, and the evolving role of journalism in the modern media ecosystem.

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This is part of our series Inside the Newsroom: What Journalists Really Look for in Press Releases, based on interviews with journalists — including veteran reporters and editors — about how they evaluate press releases. Over the next several weeks, EIN Presswire will publish takeaways from those conversations.

Community editors, whose small team of reporters often focus on what’s happening in the communities they serve, look for press release content that genuinely adds something to the local outlet, especially when it ties directly to local readers.

Cheri Martin, a former community newspaper editor at The Wakulla News and the Gadsden County Times in Florida with decades of journalism experience, said she always scanned for “press release content that truly enhanced the paper with an eye toward local connections first.”

She pointed to the difference between pushing something that feels like self promotion or advertorial content and offering real news or feature value, saying the latter is what her newspaper preferred.

Her newsroom relied on a mix of outside content, including news releases, to fill gaps in coverage, from gardening tips to home organizing advice to features on regional attractions.

“All these basically saved me from paying for extra syndicated content,” she said, adding that one popular feature that “readers appreciated” was the Ringling Museum in Sarasota.

Martin said many of the features she used started as press releases about new books, including several she remembered coming through press release distribution platform EIN Presswire.

Most “regional press release content” that made it into her paper came from government agencies or was connected to festivals, cultural events or business announcements with clear relevance.

But she was blunt about the limits. “It’s harder at the weekly community newspaper level unless it’s pertaining to a local event,” she said. “Resources are scarce. Even legitimate community newspaper stories were sometimes relegated to photos and information submitted by community contributors.”

As for general advice for sending news, Martin said tight writing helps, and follow up matters. A quick phone call can surface the missing angle that gets a release published.

She recalled a PR rep who wanted coverage of a church’s disaster response efforts. “I said we needed a drop dead local connection and he found it for me and resubmitted.”

One more practical tip: many legitimate releases never reach editors at all, so it’s a good idea to reach back out to the newsroom. “A lot of legit press releases automatically ended in my spam filter,” she said.

That’s another reason to follow up. And once an editor uses your content, Martin said it’s worth asking them to add your organization as a trusted sender.

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This is the first part of our series Inside the Newsroom: What Journalists Really Look for in Press Releases, based on interviews with journalists — including veteran reporters and editors — about how they evaluate press releases. Over several weeks, EIN Presswire will publish takeaways and behind‑the‑scenes insights from those conversations.

In today’s information age, news is everywhere, from social media to websites, giving journalists countless story ideas and sources to draw from. They can quickly find breaking developments, trends, or quotes to include in their stories.

Still, one tool that has stood the test of time and that many news organizations continue to rely on is the press release.

These news releases often arrive as email pitches sent directly to editors, reporters and producers, or through specialized tools such as press release distribution platforms used by businesses, PR and marketing agencies, entrepreneurs and other organizations. Common tools include EIN Presswire, Cision, GlobeNewswire, and more.

But in what has become a crowded digital media funnel, editors, reporters and other newsroom associates can receive dozens, sometimes hundreds, of press releases daily in their inboxes.

Because of strict deadlines and a constant flow of news, many journalists skim releases to quickly assess what is timely, relevant and credible before deciding whether to read further, follow up, or move on.

For PR professionals, businesses, and brands, that reality raises an important question: What actually makes a press release stand out to the individuals in the media who decide what gets covered or cited?

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Earned media and AI visibility

A press release serves many purposes. It formally announces news and gives journalists, AI systems and stakeholders something concrete to reference.

Which brings us to the elephant in the room: When a press release is sent, another major goal is earned media.

That earned coverage can take many forms — a reporter incorporating information from the release into a larger story, requesting an interview, or quoting a source. It might also include a podcast appearance, a broadcast segment, or print placement in a newspaper or magazine.

Still, the good news is that even if a press release does not generate earned media, using PR distribution services can provide other lasting benefits.

For one, news releases are often published online on multiple news platforms through distribution services that have wide-ranging media networks, such as EIN Presswire, Cision and others. These published clips significantly help increase visibility for a company, organization, or a brand.

And now, as AI-powered search tools become increasingly common, news releases can be picked up by systems such as Google’s AI Overviews and referenced in AI-generated summaries or answers, including those produced by ChatGPT.

What editors and reporters look for in a news release

Meanwhile, a quick Google search on how to grab the media’s attention results in plenty of general advice. But perspectives tend to be more useful when they come directly from people who have worked in newsrooms and made those decisions firsthand.

So to find out, we asked veteran editors and reporters who have covered different beats for various media outlets to share the specific elements they look for when reviewing press releases and deciding what to cover or reference.

Their perspectives, many of whom shared that press releases remain sources they rely on, help bridge the gap between the media and communicators.

Several themes emerged in their responses: begin with a strong lead (opening sentences), keep the story relevant, include compelling quotes or data, and do research on journalists and outlets that pitches or releases are sent to. They also flagged common missteps that can cause otherwise newsworthy announcements to be overlooked.

Subscribe and stay tuned so you don’t miss the conversations shaping the future of news.

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Sunday marked the beginning of a celebration of women trailblazers that happens every year, and never feels redundant.

Women are being honored in several nations around the globe, including the United Kingdom, the United States and Australia, during Women’s History Month for their contributions to history and society.

Many countries, including China and Europe, observe International Women’s Day on March 8, recognizing women’s social, economic and cultural achievements through events and celebrations.

We’re also giving women their flowers, from small women-owned PR firms and businesses to the communicators who unequivocally add value and perspective to the stories told in the media.

It’s important to underscore their many contributions to the evolving PR industry and to society overall. While there has been significant progress, the push for gender equality continues.

At EIN Presswire, we take a look back at the women featured in our “Heard on the Streets” ongoing series on Substack — leaders, founders and communicators whose voices continue to shape the industry.

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1. Brittany Nycole: Balancing Motherhood and Helping Brands

   In the first 2026 Heard on the Streets feature, Brittany Nycole shared her career journey, how she integrates AI into communications while staying authentic, and the strategies she uses to help brands succeed. She also spoke candidly about her passion for motherhood. Read more here.

2. Sherrie Handrinos: The Power of Influencer Marketing

   Using influencers has become a go-to strategy for PR veterans like Sherrie Handrinos, founder of Houston-based Boost 1 Marketing & PR. She led our podcast series on the topic. In Heard on the Streets: The Power of Influencer Marketing, Handrinos took a deeper dive into how influencers shape brand visibility and customer engagement, offering real-world examples and her expertise. Read her story. You can also check out the podcast series here.

3. Michelle Mekky: The Power of Storytelling and Effective Media Relations

   Michelle Mekky, an award-winning broadcast journalist and PR professional, launched her own agency, Mekky Media Relations, Inc, helping clients ranging from startups to industry leaders tell stories that inspire action and growth. In her Heard on the Streets feature, Mekky shared her journey to becoming a Chicago PR leader and discussed what true media relations means. She also offered tips for staying ahead in an evolving communications landscape. Read it here.

4. Sierra Rainge: Building Strategic Partnerships and Venturing Into Entertainment PR

   What began as a passion for storytelling and amplifying voices has grown into a successful career in strategic communications for Florida-based PR pioneer and author Sierra Rainge. Rainge, founder of Live Limitless Media Group, reflected on her years in the industry, where she has helped transform brands into valuable business assets and represented bestselling authors, celebrities and entrepreneurs. She also shared her accomplishments in entertainment PR and the importance of building strong, strategic partnerships along the way. Check out her feature story.

5. Pam Perry: Using Storytelling to Craft Strategic PR Campaigns

   Ask clients about Pam Perry PR and they’ll tell you this: when you hire her firm, you get Pam Perry herself — not an associate, not a partner, but Perry — a visionary whose track record proves her dedication to delivering PR campaigns that have elevated brands. The PR veteran opened up about how her early love for writing, her time in Detroit media and her drive to help others be seen all shaped the work she does today. Read more here.

6. Keisha Pickett Boyd: Big Results From a Small Boutique Firm

   Just because a public relations firm is smaller doesn’t mean it can’t deliver big results. Keisha Pickett Boyd knows that firsthand. She owns Pickett Public Relations Group, a boutique firm offering services ranging from brand and communications strategy to media training and online promotions. In her Heard on the Streets feature, Boyd also discussed what it means to lead communications in the transportation sector in her full-time career, working in an industry that affects nearly everyone in some way. Find out more here.

Could artificial intelligence proficiency tests be part of the future of comms jobs? Love it or hate it, AI is becoming ingrained in nearly every major industry, including public relations — and it’s not just a fad.

And while technology accelerates, so do expectations that communications professionals showcase measurable results from their PR work, said Phil Rabin, a veteran PR practitioner, journalist and editor of Capitol Communicator.

In an exclusive interview with EIN Presswire, Rabin expounded on how the industry has transformed with AI and major mergers among PR firms. He also addressed a taboo subject for many communicators: showing measurable results from public relations campaigns.

For Rabin, whose career spans print, broadcast and communications, the transformation is here to stay. He has also been involved for almost two decades with Capitol Communicator, an online resource for communicators in Washington, D.C., Maryland and Virginia.

As for AI, Rabin believes it is quickly becoming a necessity for communicators. In fact, about 75% of PR professionals use AI tools in their work, and 80% of communications leaders consider AI essential to the future of the industry, according to a 2025 report.

Rabin pointed to a Capitol Communicator post, stating “employers will increasingly ask candidates who want to join the organization’s communications staff “to take AI tests … and may hire the proficient AI users.”

In addition, the post reads, as time progresses, “employers will demand continued (AI) testing as part of ongoing employment.”

Rabin said: “I don’t know of any other profession where employers will continue to test employees to see if they are current with what’s happening in their field…(and) wouldn’t it be embarrassing if your CEO’s children know more about AI and social media than members of the communications staff.”

But technology is only part of the equation, he argues. The larger challenge is credibility, particularly when communications teams fail to align their work with core business priorities.

In our interview focusing on his industry takeaways, Rabin talks about the moment it became clear how much the business world is beginning to expect ROI from PR, his early work in media relations for America’s space missions at Cape Kennedy, and the guidance he now shares with rising PR professionals.

(ROI, short for return on investment, tells a business whether it made or lost money compared to what was invested.)

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Q: How did you get your start?

A: When I was in my senior year at New York University, I also had an entry-level job at NBC/WNBC-TV News in Rockefeller Center in Manhattan — I went to NYU in the morning and early afternoon; and then went to NBC, where I worked until 11:00 or 11:30 p.m. At NBC/WNBC, I did everything from answering phone calls, to getting sports scores on the 11 p.m. WNBC newscast, distributing wire service stories to reporters, and assisting in NBC’s coverage of America’s manned spaceflight endeavors. At the time, the U.S. was involved in the Vietnam war and there was a good chance that after graduating from NYU I could be drafted into the Army and sent to Vietnam.

A correspondent who I worked with on NBC’s space coverage suggested that, because of my knowledge of the space program, I could be an asset to the Air Force if I was sent to Cape Kennedy/Cape Canaveral. (Cape Canaveral/Cape Kennedy refers to essentially the same area but, when I was there, the military portion was called Cape Kennedy Air Force Station.) It turned out that most manned spaceflight activities from the Cape had a military component. So, I joined the Air Force, was sent to Officer Training School in Texas, and then to Patrick Air Force Base, which is close to the Cape in Florida. At Cape Kennedy, among other things, I worked with the national news media covering launches, produced audio reports on Air Force activities, wrote for the base newspaper, and was the countdown “voice” for Air Force unmanned launches.

Q: What did you do after you left the Air Force?

A: I joined the Air Force Reserve at Andrews AFB where, among other things, I worked with the national and local news media covering VIP arrivals and departures, and was the narrator for the annual “open house” that attracted hundreds of thousands of people yearly. I retired as a Lieutenant Colonel.

While in the Reserve, a part-time job, I had a number of full/part-time and freelance jobs including producing film and news media material for a national trade association, working for two communications agencies, holding senior-level communications positions at two non-profit organizations, being co-author of a weekly newspaper column for 17 years on developments in communications, writing for PR Week, being co-owner of a four-color magazine and website on trends in communications, being a news anchor on all-news WTOP radio, running meet-the-media seminars nationwide for communicators who wanted to stay current with developments in PR and the media, and had a one-time walk-on role in a local theater production of “Hello Dolly.”

Q: What changes have you seen during the decades you have been in communications?

A: The changes have been — and will continue to be — profound. But, perhaps, the biggest change has not been the tools we use, but the fact that our success — and perhaps continued employment — will be measured based on ROI, the return on investment that an organization wants from its communications program.

Also, one of the fundamental changes facing the PR community is how to reach the audiences we need to reach. For those who have not followed the recent fate of newspapers, The Washington Post, recently announced it was cutting 30 percent of its workforce, including 300 reporters. And, the Atlanta Journal-Constitution, which stopped print editions and went all-digital at the end of 2025, announced it was cutting roughly 15% of its staff. And, change is also impacting broadcasting.

In addition, agency consolidation will result in significant job shifts. In fact, the recent merger of two large agencies — Omnicom and IPG — may have resulted in the loss of 10,000 jobs. Then, Omnicom merged Golin and Ketchum, and is folding Porter Novelli into FleishmanHillard. It did not announce how many people would be impacted by these changes.

Q: How important is it for PR professionals to focus on ROI?

A: A few years ago I attended a conference where one of the speakers was a former CEO and he talked about how members of his senior staff understood the importance of measuring ROI — everyone but his communications team. He described, with some disdain, how his communications staff was talking to him about an exhibit they created for a conference. And, the CEO said he wondered if his communications team had an understanding of the goals of his business - not how attractive the display was. In fact, he asked, did you ever wonder why so few communicators became CEOs? His answer was that communicators don’t talk ROI, the language of business.

As another example: I was at a social event with a man who was the head of a trade association based in D.C. We were there because we knew his wife. At one point, he asked me what I did for a living and I told him I was in communications and he responded with “I have no need for people like you.” Based on these experiences, communications professionals will not be taken seriously in the C-suite until they show measurable value to those they serve.

Q: What advice do you have for those entering the PR field or those who want to stay in it?

A: Here are two points: You have to stay nimble. Business, in general, will continue to be focused on the bottom line and if you can not show your worth to your organization’s leadership, which will change from time to time, you might find yourself searching for another job or career. The second is to hang around people brighter than you. I met a number of them when I was in the Air Force. One of them was a Colonel who led Air Force operations at the Cape. He had three college degrees and was so bright that he was sent to the Naval Academy in Annapolis to teach engineering to Navy cadets. And independently, I got to spend 10 hours on a Navy ballistic missile submarine undergoing sea trials. I saw the caliber of the officers — former Naval Academy cadets now officers — and they were the brightest group of people I have ever been around. It was eye opening to me. So, hang around bright people. They force you to think and produce to your highest potential.

Hello 👋

Though February is the shortest month of the year, we hope you’ve still managed to flood the headlines. After all, news doesn’t sleep and the PR industry never really slows down.

For us, it’s been a busy but productive stretch at EIN Presswire. We’re teaming up with college students on a campaign that gives young PR trailblazers a platform to amplify their voices about the power of the modern-day press release.

We’re also just days away from a coding marathon featuring students across Central Europe whose data analytics skills will be put to the ultimate test.

Plus, our EIN Presswire team members from all corners of the world gathered in sunny Florida to talk about the future of news and platform upgrades designed to help you gain an even better experience.

Keep scrolling for the details and more in this month’s edition of EIN Essentials.

If you haven’t already, hit the button below to subscribe to stay updated on articles and content about the evolving PR industry.

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Inside this issue:

1. 2026 Miami workshop

2. Hackathon returns

3. PR student campaign

4. Results-driven press releases

Big Ideas in the MIA 🌞

During our EIN Presswire workshop in Miami, excitement filled the conference room as customer service reps and leaders rolled up their sleeves and dove into bold, fresh ideas to boost brand awareness and customer experience.

Of course, there was some fun too: A boat ride across the beautiful waters of Miami Beach. A hunt for the best Cuban sandwich in Little Havana. And one of our customer service team members even won a free vacation for her and her loved ones.

So what did this three-day meeting mean for you? More visibility. New tools are rolling. Better performance. And platform updates built to make your experience smoother and your results stronger.

Students Will Shake Up the News Business in 2026 Hackathon 👩‍💻

We’re counting down to Newsmatics’ 2026 Hackathon, scheduled for Feb. 27-28, where students in Brno, Czechia will pull an all-nighter, showcasing their data analytics and coding skills.

And the cool thing about the friendly competition: teams will have a chance to win cash prizes. Hosted by Newsmatics, the parent company of EIN Presswire, participants will have access to real-world news data and tools to build solutions company leaders could actually use.

Read more here.

The Next Gen of PR Is Putting Press Releases at the Forefront 🔌

We’ve been talking a lot in 2025 about the value of press releases in the age of AI. Now we’re handing the mic to the next generation of PR professionals who are proving just how powerful modern news releases can be in today’s communications landscape.

Led by our intern, Lilibet Kirwan, Newsmatics is collaborating with student firms to showcase how they’re using press releases to gain media attention and boost AI visibility in search results.

Find out more here.

How to Write an Effective Press Release to Gain Results ✍️

Wonder why more brands are suddenly being sourced by AI tools? One big reason is strategic press release distribution.

But it’s not just about pushing out a release. You should have a strategy. That’s why we broke down the key elements of an effective news release, including how to structure it in the age of AI. Stay tuned for our white paper on this important topic.

We also unpack common jargon used by distribution platforms, all in layman’s terms, and brought in an expert from our EIN Presswire team to share her knowledge.

Check out our comprehensive guide covering PR, SEO and AI visibility.

Craving more PR insights, tips or exclusive content?

Subscribe now to the EIN Presswire Substack to stay updated on the latest in the evolving PR industry. Follow us on our socials: Instagram, Facebook, and LinkedIn.

📰 In this week’s industry news, Newsmatics is gearing up for its 2026 Hackathon, a Pennsylvania destination marketing group earns top PR honors, and a UF scholar urges communicators to keep human oversight front and center as AI accelerates. Plus, a media analyst breaks down the growing Colbert–CBS feud. We have those stories and more below.

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GO Laurel Highlands Wins PRSA Renaissance Award for Winter Campaign – GO Laurel Highlands earned a Renaissance Award from the Public Relations Society of America’s Pittsburgh Chapter for its Winter Hangout campaign last year. The destination marketing organization, which promotes Fayette, Somerset and Westmoreland counties, was recognized in the Influencer Relations category and was the only DMO honored among western Pennsylvania agencies and firms. The three-day campaign brought nine content creators to the region, showcasing outdoor recreation, dining, craft beverages and more. Find out more.

Newsmatics Hackathon Returns With Student Data Analytics Competition – Fresh off a successful debut, Newsmatics is revving up its 2026 Hackathon, inviting students to compete for cash prizes again in an AI-driven news data challenge. The 24-hour competition will feature student teams tackling real-world news data challenges using AI-powered tools. Newsmatics is the parent company of EIN Presswire. The Feb. 27–28 coding marathon will take place in Brno, where students will work overnight to develop solutions focused on fake news detection, trend forecasting, investigative journalism support tools and advanced data analytics. This press release was distributed by EIN Presswire.

As AI Accelerates in Strategic Communication, UF Scholar Calls for Human Oversight – Evan Kropp, Ph.D., executive director of Distance Education at the University of Florida College of Journalism and Communications, wrote an insightful piece on the emergence of artificial intelligence in strategic communication. Kropp touched on how it enables deeper audience insight and more efficient messaging. He also warned of the ethical, cultural and operational challenges that demand thoughtful human oversight. “From chatbots and sentiment analysis to image generation, AI allows organizations to effectively reach people across languages, cultures and platforms,” Kropp wrote. “However, the integration of artificial intelligence in communication also raises significant ethical concerns about privacy, bias, accuracy and transparency.” Read more here.

REMIXED Releases Guide to High-Impact Marketing Campaigns – REMIXED has published a new article outlining the core elements of building marketing campaigns that deliver measurable results. The guide highlights goal alignment, audience insight, creative execution, and ongoing performance measurement as key drivers of success. CEO Douglas Berger says impactful campaigns are built on strategy, clarity, and disciplined execution across channels. This news was featured in Florida Marketing News, part of Affinity Group Publishing.

Media Analyst Weighs In on Colbert–CBS Feud – The public dispute between The Late Show host Stephen Colbert and CBS has sparked national conversation. Media analyst and Tanner Friedman Public Relations co-founder Matt Friedman breaks down the back-and-forth, including debate over the FCC’s Equal Time Rule and what it could mean for networks and political coverage. Watch the video here.

Have industry news to share with us? Send us a message or email at issac.morgan@newsmatics.com.

Michaela Jackson, part of the risk assessment team at EIN Presswire, contributed to this article.

Let’s face it. When you start looking for ways to get your news in front of the media (and now AI tools), it can feel overwhelming because there are so many channels of communications to consider. It’s not always clear which ones are worth your time or money.

One effective tool that has been around for more than a century is sending press releases through distribution platforms. These specialized services offer a way to share company news, updates and announcements about your brand or business with a wide network of media outlets without having to track down countless journalist emails or phone numbers.

However, people new to PR can sometimes find the terminology on these distribution websites confusing. Don’t panic. These terms become much easier to understand once you grasp the basics.

Terms like syndication, GEO, and distribution reports can sound like a foreign language. For those who find themselves navigating uncharted territory, we’ve broken down some of the common jargon you’ll see on EIN Presswire and other press release distribution platforms.

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What is a press release?

First, let’s start off with what a press release is (and what it isn’t). Sometimes also referred to as “media alerts,” a press release is a 500-700 word formal announcement from a company or brand to inform the public, the media, and shareholders about new developments or upcoming events.

Press releases are:

• Written from a neutral, third-person perspective. Instead of “We are proud to announce…” a press release would say, “Company Name is proud to announce…”

• Making a clear, timely, newsworthy announcement. Common angles include: promotions or staff appointments, quarterly financial updates, company statements on current events, achievements, awards, and milestones, business expansions, and the introduction of new products or services.

• Written by following a specific press release format. Typically, this includes a headline, a dateline, an intro paragraph, body content, a boiler plate, and contact information.

• Great tools for marketing, boosting brand awareness, and improving SEO/GEO.

Press releases are not:

• Advertisements. If the content is primarily aimed at selling a product or service, without any newsworthy or informative elements, then it is an advertisement and not a press release. Hyperbolic claims, overly promotional language, and superlatives should be avoided.

• Opinion pieces, otherwise known as “op-eds.” If the primary purpose of the content is to persuade the public to your stance on an issue or relies on personal opinions and interpretations of facts, then it is an opinion piece and not a press release. Exposés and open letters often also fall into this category.

• Potentially libelous, harmful, or malicious.

Why is this important?

Press releases are one of the most commonly used tools for brand strategy, and it’s been that way for over a century! Press releases have been around since 1906, and they’ve endured as a staple of the marketing and PR industry because of their effectiveness and universal accessibility. All of the biggest brands in the world utilize press releases to get their message to consumers, shareholders, and the media. So, whether they’re a new brand just beginning their journey, a well-established company looking to boost their online presence, or a PR agent tasked with enhancing the digital marketing strategy of their clients, press releases are a critical piece of today’s online news landscape.

Further reading: How to Write a GREAT Press Release

What is a boilerplate?

A boilerplate is the part of a press release where you tell your audience about your business or brand. It’s a concise, compelling paragraph that explains what you do, why, and how. It may also cite things like ownership, growth data, and the organization’s website to inform (and impress) the audience.

Shortening your brand’s mission statement and purpose into 3-5 sentences may seem like a tall order. However, it’s more simple than you might think. Here’s an example of an EIN Presswire boilerplate to consider:

About EIN Presswire

EIN Presswire, Everyone’s Internet News Presswire, founded by industry experts, delivers breaking news to a global audience through innovative, cost-effective distribution channels, making it a leading hub for professionals seeking to share or discover news efficiently and effectively. EIN Presswire is an operating division of Newsmatics Inc., a Washington, D.C.-based news tech company. Learn more by visiting www.einpresswire.com.

Why is it essential?

Boilerplates cover the main features of a brand in a way that is easily understood by readers, journalists, search engines, and AI tools. They help you control your brand’s narrative and spread awareness by condensing a company’s information into a citable, indexable, and memorable format. It’s a key feature of writing an effective, professional press release!

Further reading: Master the Press Release: Key Elements That Build Credibility and Reach

What is a newsroom?

Think of a newsroom as an online hub where all of a company’s press releases and recent news is gathered in one place. You can browse their recent headlines and catch up on their latest updates. Usually newsrooms also display the company’s logo and press contact information.

Why is this important?

Newsrooms are frequently used by journalists, industry professionals, and stakeholders to stay informed about a brand or organization. They offer a credible information source for artificial intelligence tools and search engines to pull answers from.

Further reading: Newsroom Setup & Use Guide

What is a newswire?

Though the term may sound ancient to some, newswires (or “wire services”) are used every day by journalists and news consumers alike to receive critical news updates, and by brands and companies to get those updates to the public. Newswires are a time-tested and strategic way to get news to the masses.

In today’s digital world, a newswire is a service or online platform that sends news and announcements to journalists, editorial departments, news outlets, and media databases for publication. Basically, it gets your news where it needs to go.

Newswires act as a bridge between organizations and the media outlets they want to reach, making sure important updates reach the right platforms quickly in a format reporters are ready to use.

EIN Presswire is considered a newswire because we distribute to a wide range of online platforms, media databases, and news outlets. These sources are then used by search engines and LLMs (Large Language Models) to provide answers to questions the public is searching for.

Why is this useful?

Most individuals and businesses don’t have direct publishing relationships with news platforms, media databases, and journalists. That’s where newswires come in. Wire services are especially useful for small and mid-sized businesses, self-promoters, and startup brands that don’t always have dedicated PR teams, or for adhoc announcements that need to go out fast. Researching media outlets, building distribution lists, and finding journalist and editor emails is time-consuming and tedious, but a newswire does that heavy-lifting for you.

Further reading: More Than Announcements: Press Releases In The AI Era Focus On Scalable, Search-Friendly Content

What is syndication?

If you’ve worked in the PR world, you’ve probably heard this term before, but you may not be familiar with what it actually means.

In the context of media and content, syndication is the mass transfer of content, usually between a publisher and news outlets or media databases. This is typically an automated process done through a variety of methods - from APIs, to RSS feeds, to content management systems.

Why is this important?

Syndication is a part of the magic sauce that makes press release distribution platforms like EIN Presswire such a valuable tool in content strategy. The platform builds the syndication tools and media relationships so you can focus on putting out great content about your brand.

Further reading: Why Press Release Distribution is More Than Just a ‘Send’ Button

What is a distribution report?

After a press release is published by a distribution platform like EIN Presswire, clients receive a distribution report for that release.

Think of it as a “report card” showing how and where your news was distributed.

A distribution report is a document provided after publication that tracks where the press release was delivered. For EIN Presswire, your report will give you links to where your release was syndicated across our distribution network, including placement on major news sites and partner platforms such as Google News, AP News, the National Law Review, and the USA TODAY Network, as well as how your release is visible in search engines like Google.

EIN Presswire’s distribution reports also include AI-related visibility information, reflecting how press releases may appear or be referenced in ChatGPT. This new addition shows the growing role of AI in how people discover and consume news.

Check out a sample distribution report from EIN Presswire.

Why is this useful?

Distribution reports give you a clearer picture of how your news is being distributed and discovered. The way people search for and consume information continues to evolve, with AI tools becoming increasingly common. These insights help you better understand your reach across online platforms.

Further reading: Get Your Brand Discovered by AI

What is a media list?

Media lists are lists or databases of press contacts (journalists, editorial teams, bloggers, newspapers, radio stations, etc.) that usually contains contact information and notes about what topics are covered by each contact. These lists are used by public relations pros to get in direct contact with a journalist or organization about a subject they may be interested in running a piece about. They’re also used by press release distribution platforms to share news with the media about a specific topic or location.

EIN Presswire makes its media lists public via our World Media Directory. Take a look at our United States national media list to see an example of what media lists look like.

Why is it important?

Most media professionals will tell you that networking is a key part of the public relations business. The same can also be said for press release distribution! That’s why so many people turn to distribution companies like EIN Presswire - media lists are ready-made, and we take care of sending the release to relevant contacts for you, so you can get exposure with top editorial rooms at the click of a button.

Further reading: How EIN Presswire Took the Pain Out of Cold Emails

What is SEO?

When someone searches for a brand or topic online, content should be easy to locate.

The goal is simple. Make content easier to discover when people search for relevant topics or keywords on platforms such as Google. Ranking on the first page of search results is often the target.

In a nutshell, SEO (Search Engine Optimization) is the process of improving how well content appears in search engine results. Effective SEO helps content rank higher so people do not have to search extensively to find it.

Why is this important?

Higher visibility in search results means the likelihood that content will be seen, read, and shared. For businesses and brands, strong SEO helps ensure their news and information reach the right audience in an increasingly digital search environment.

Further reading: How Press Releases Improve SEO and AI Reach

What is GEO?

The way people look for information about topics, companies, and brands is continuously evolving.

Instead of relying only on traditional search engines, more people are asking questions directly to AI chatbots and tools such as ChatGPT, Claude, Grok and Gemini. The cool thing is people are receiving conversational answers.

GEO (Generative Engine Optimization) focuses on helping content appear in responses generated by AI-powered tools. Rather than showing a list of links, these systems generate direct answers by drawing from the content they have learned and summarized.

Why is this essential?

As AI tools become a more common way people discover information, visibility within AI-generated responses matters. GEO helps ensure that accurate, relevant brand content is more likely to be reflected in those answers, alongside traditional search visibility.

Further reading: Toolkit for AI-Driven Communications

So, what’s next?

Now that you’ve learned some of the basic PR jargon, you’re better equipped to understand how press release distribution works. Did we miss anything? Comment below!

📰 In this week’s industry news, the communications world had no shortage of headlines. President Donald Trump acknowledged his administration’s PR struggles as ICE faces mounting backlash, a boutique PR agency marked two decades in business, and a Virginia marketing CEO was honored during Black History Month. We have those stories and more.

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Black CEO of Marketing Firm Honored by Virginia Business Magazine – During Black History Month, Maurisa Turner Potts, CEO of Alexandria-based boutique marketing firm Spotted MP, was named to the 2026 Virginia Black Business Leaders list. She was featured in Capitol Communicator, where she called the recognition especially meaningful during a month honoring Black pioneers and coinciding with the magazine’s 100th anniversary. Potts noted Virginia’s role in shaping her career and leadership journey. Overall, Virginia Business Magazine named 29 leaders to the prestigious list, recognizing contributions and impact across the Commonwealth. Capitol Communicator has more here.

Trump Says His Team Struggles With PR Amid ICE Backlash – President Donald Trump said his administration is “not good at public relations” amid heightened criticism over Immigration and Customs Enforcement’s often aggressive tactics. In an interview with NBC News, Trump defended ICE’s work while acknowledging public‑perception problems, citing comments from podcast host Joe Rogan and recent polling showing growing disapproval of immigration enforcement. Trump praised Rogan and said the two recently discussed ICE issues, even as surveys suggest many Americans believe the agency has gone too far. Read more from The Hill here.

Dominic Hawkins Named PRSA’s 2025 PR Pro of the Year – Dominic Hawkins is having a standout year and was recently profiled in Capitol Communicator. PRSA named the NAACP vice president of communications its 2025 Public Relations Professional of the Year, and the Washington Business Journal included him on its “40 Under 40” list. Hawkins was recognized for leading high‑impact communications for the 116‑year‑old civil rights organization, including national media campaigns and voter‑engagement efforts during a challenging political moment. Read more about Hawkins here.

Magnolia Public Relations Celebrates 20 Years in Business – Magnolia Public Relations is marking two decades as a boutique agency serving fashion, lifestyle and family brands. Founded by Adrienne Dorsey in 2006, the LA- and NYC-based firm has secured coverage for clients in top-tier and niche outlets as it expands services to include influencer relations, strategic consulting and an AI-informed PR approach. The agency says the shift toward AI has renewed demand for earned media and high-quality storytelling. This press release was distributed through EIN Presswire.

Spain Fights Against ‘Social Media Giants’ Over Harmful Content – Spanish Prime Minister Pedro Sánchez has proposed banning social media use for children under 16 and holding platform executives accountable for allegedly featuring illegal or harmful content, calling today’s platforms a digital “Wild West.” The plan has drawn sharp backlash from tech leaders, including X owner Elon Musk and Telegram founder Pavel Durov, who warn the measures threaten internet freedoms. This piece was published in German Media Today, part of Affinity Group Publishing.

Have industry news to share with us? Send us a message or email at issac.morgan@newsmatics.com.