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.”