Philadelphia Business Editors Discuss Changes in the Newsroom, Useful Pitching Tips

December 15, 2010

By: Cecile Oreste, Media Relations Specialist/DC

Business Wire/Philadelphia hosted a “Meet the Editors” event on Tuesday, December 7th. The panel discussion, moderated by Cecile Oreste of Business Wire, featured Craig Ey, Editor of the Philadelphia Business Journal, and Brian Toolan, Business Editor of The Philadelphia Inquirer. More than 60 public relations and communications professionals attended the event at the Union League of Philadelphia. Attendees contributed to the conversation in a question and answer section and also by live tweeting the event using the #BWEvents hash tag.

Brian Toolan, Business Editor, The Philadelphia Inquirer

Unique Angle

Ey and Toolan started the discussion by defining what makes their publications unique. Ey pointed out that the Business Journal finds story angles that would appeal to small- and medium-sized business owners. Their readership comes from selling their expertise and the long tenure of their reporting staff. Toolan of the Inquirer said the paper prides itself in providing exclusive information with real consequence. He pointed out that there is a lot of money left on the table for any story. It just depends on how curious you are as a reporter.

Role of Social Media

Both editors said there is still much to learn about social media and its role in the newsroom, but agreed that the tools are useful for monitoring trends and confirming information with sources. These resources can serve as an early warning about what is happening in a particular industry and also be the first alert for breaking news.

Looking to the Future

In regards to the future of their respective media outlets, Ey talked about the importance of attracting younger readers and changing the perception of the publication so it’s not “your daddy’s paper.” He discussed the editorial decision to include more stories about restaurants and retail, two topics that seem to appeal to a younger demographic. For the Inquirer, creating a successful business model for online news is imperative to the publication’s growth. Toolan mentioned mobile technologies and apps as playing an integral part in this process.

Craig Ey, Editor, Philadelphia Business Journal

Pitching Advice

In addition, Toolan and Ey provided useful pitching and media relations tips. Toolan stressed the need for releases to be newsworthy. Think about what the story means for the readership of the paper and make sure it includes fresh and interesting information. Ey mentioned the Seven Principles for Business Journal Reporters which public relations professionals can take into consideration when writing their press releases. The tips are paraphrased below:

1)      Answer the questions: So what? Who cares?

2)      Write and edit short.

3)      Think about visuals for every story.

4)      Dig up news.

5)      Identify the money element in every story.

6)      Provide solid news so readers can more effectively run their businesses.

7)      We cover business. Exclusively.

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit

Follow Business Wire events on Twitter! Hash tag #bwevents

Upcoming Business Wire Events – April 20 Edition

April 20, 2009


Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

Lunch & Learn: Press Releases as Web Pages and Marketing in a Down Economy

Hosted by Business Wire Phoenix

Join Business Wire Phoenix for a two-part lunch seminar. Business Wire Account Executive & New Media Specialist Malcolm Atherton leads “Part I: Your Release Wants to Be a Mini Web Page,” a discussion on developing release content for long tail online visibility. Then, Jeff Luth, President, Luth Communications, presents “Part II: Fear and Loathing in Your Marketing Department: Positioning for the Upturn,” a discussion on best practices for marketing departments during the down economy. This event is free for all attendees.

Tuesday, April 21 at 11:30am MT
Union Square Boardroom
6991 E. Camelback Rd. Suite D-210, Scottsdale, AZ 85251
To register: RSVP by Friday, April 17 to Billy Russell at or call 480-990-9942 or visit

The Role of the Canadian Media in the North American Energy Sector

Hosted by Business Wire Canada

Join Business Wire Canada and a dynamic panel of industry experts for an interactive discussion about the role of the Canadian media in the North American Energy sector. Panelists include Charles Frank, Business Editor, Calgary Herald; Claudia Cattaneo, Calgary bureau chief, Financial Post; Gordon Jaremko, Editor, Alberta Oil Magazine; and Wilf Gobert, Chairman, Calgary Economic Development. This event is free for all attendees.

Thursday, April 23 at 2:00pm MT
Fairmont Palliser Hotel, Leduc Room
133 9th Avenue SW, Calgary, Alberta , Canada
To register: Please RSVP by April 17 to Rhianna Padamsey at

Effective Communication Strategies in Challenging Times

Hosted by Business Wire Charlotte

Join Business Wire Charlotte for lunch and a discussion about effectively communicating your message during challenging times. Listen and learn best practices from both IR and PR professionals in the field as well as members of the media. Panelists include Kiley Rawlins, VP of Investor Relations & Communications, Family Dollar Stores; Patrick Scott, Business Editor, The Charlotte Observer; and Laurie Tardif, Media Relations Manager, Goodrich Corporation. Brandon Uttley, APR, President, PRSA Charlotte and Web Business Freedom will moderate. This event is free for Business Wire members and $10 for non-members.

Tuesday, April 28 at 11:30pm ET
The Morehead Inn

1122 E. Morehead St., Charlotte, NC  28204
To register:  Please RSVP to Angela Hayworth at or 704-347-1590 by Thursday, April 23.

Business Reporting: Meet the Media Covering Tech and Business in Sacramento

Hosted by Business Wire Sacramento

For this Conference Series Media Breakfast, a panel of local tech media share and discuss how they report on the business and technology stories that are unique to Sacramento and add their perspective on this important topic. Learn best practices in business media relations. Panelists include Melanie Turner, Technology Reporter, Sacramento Business Journal; Joe Barr, News Director, Capital Public Radio; and Chad Vander Veen, Associate Editor, Government Technology. This event is free for all attendees.

Thursday, April 30 at 8:30am  PT
California Chamber of Commerce
1215 K Street 14th Floor, Sacramento, CA 95814
To register: RSVP to Trina Laird at or call (916) 772-2570 by Tuesday, April 28th

The Changing Media Landscape

Hosted by Business Wire Philadelphia

Business Wire, Philadelphia’s only local wire service, and the Science Center partner for this media panel discussion on media relations in a Web 2.0 world. We’ve brought together some of the area’s top journalists and bloggers, including Bernard Dagenais, Editor, Philadelphia Business Journal; Mike Armstrong, Business Columnist, PhillyInc Blog Editor, Co-Host of Philadelphia Business Today, and Business Columnist for The Philadelphia Inquirer; Ed Silverman, Bureau Chief, The Pink Sheet and In Vivo blogs, Elsevier Business Intelligence and Founder of the Pharmalot blog, to share their thoughts on media relations and the future of the industry. This event is free for Science Center and Business Wire members, and $25 for non-members.

Friday, May 1 at 8:00am ET
University City Science Center
3711 Market Street, Suite 800, Conference Room Fuller A&B, Philadelphia, PA 19104
To register: Please RSVP to Kate Carr at with the subject line: Media Breakfast: Changing Media Landscape Registration by Wednesday, April 22.

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit


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