What you are providing is news, not advertising. Nothing you can do will convince and editor more quickly of your ignorance of the news business than to call your news advertising. And remember, it is always the media's right to decide what news runs and what form it runs. From You Information that is comprehensible to and genuinely interesting to their audience. What the media wants and expects is news delivered in a timely fashion.
Professionalism means an understanding of the environment that the media works in.
Find out what their deadlines are, and respect them. Find out how they prefer to receive information - by hard copy, fax, email, or over the phone. Learn and use the formats in which they prefer to receive the news. Summary Education is a big part of your job. You understand the jargon, the significance of the swimmer's achievements, and which events on the calendar are routine and which are special.