"I just want to say one thing to everyone in the room. We got your fax, thank you very much," Reuters West Coast Financial Editor Kevin Krolicki jokingly told about 75 PR Pros March 6 at the Hilton Hotel, Woodland Hills, Calif.

"Reuters is an old and new company. It is over 100 years old, based in London. For most of that time it was principally writing world news for Britain. Writing news for the American audience is a relatively new thing, only about 10 years old," explained Krolicki.

Reuters wants exclusives

"Reuters does welcome news about technology and science -- Windows development seems significant, so we're interested in writing about those," said Krolicki.

"We want exclusive stories. We want the news before anyone else, and we want it alone, which is getting harder and harder. Beyond that we want to be able to bring context in real time, as our audience is reading our news as quick as it comes through the desk.

"So increasingly, the competition is not who had it first, but who explains best the fastest. If you can help us do that, and put the news in context, it certainly will help us," he said.

"Over the last 10 years Reuters has gone from two reporters to about 20 in California alone. It shows the importance of telling business stories here to audiences globally," he said.

"Reuters has really two markets for its news: Wholesaler of news to other media outlets such as newspapers and TV stations like CNN and selling to financial institutions in real time," said Korlicki.

The Los Angeles Daily News is looking for stories that make readers react, says editor Ron Kaye.

"We're a newspaper for the working class, middle class," he said. "The stories are less oriented to business talking to business. We're trying to communicate the message to ordinary people, consumers, workers and the people who are out there, whose live's are like anyone else's lives." (See chart)

Kaye has worked at the Los Angeles Daily News since 1985. He can be reached at ron.kaye@dailynews.com.

SFBJ has different goals

"The San Fernando Business Journal is now about six years old. "We have different goals than the Los Angeles Daily News or other papers," said editor Michael Hart.

"Our hope is when you see the paper you get a good mix of what you would want from a business publications regardless of where it came from, and also the best of what you would see in a community publication. This is where you get what's going on in the Valley's business community. It's recognizing businesses, which are achieving great things in their company," said Hart.

"We also report on who bought which company, who's doing a good job or not, and who's moving in to help others do a good job.

"We'll also report on what's happening at LA City Hall and Sacramento that impacts your business in the Valley," he added.

Do's and don'ts to get into
the San Fernando Valley Business Journal

Hart may be reached at mhart@sfvbj.com.