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Battinto Batts
Senior Account Manager
battinto@rubincommunications.com
 Battinto Batts Jr. brings a unique depth and understanding of the local and national media to Rubin Communications Group. He understands what the media are looking for in a story and is able to advise clients on effective communications plans and strategies.
This expertise comes from Battinto working in various editorial capacities over two decades at five major metropolitan newspapers in Virginia and Florida, including: The Richmond Times-Dispatch, the South Florida Sun-Sentinel, The Daily Press, The Virginian-Pilot and the St. Petersburg Times.
Throughout his career, Battinto covered a variety of issues, ranging from state and local government, education, economic development and real estate to sports, music and fashion. He also served as an assignment editor, supervising reporters covering high profile stories such as the case of Terry Schiavo, a woman who was in a vegetative state and whose right to die was debated by the Florida Legislature, Congress and the President of the United States.
Most recently, he was responsible for covering economic development in Hampton Roads, interacting with high-level officials in city and state government in addition to lawyers, developers and real estate brokers.
He is a strong writer, speaker and master of language. He also has expertise in online journalism, including social media and the use of video on the Internet.
There aren’t many topics that Battinto Batts hadn’t written or edited stories on by the end of his 20-year career in newspapers. Public safety, city government, education, sports, business; Battinto estimates that he touched more than 10,000 stories over his career, a journey that took him from Richmond, Va. to South Florida, to Hampton Roads, to Tampa-St. Petersburg, and back to Hampton Roads.
Along the way, he learned how to work the police at a crime scene, can decipher a municipal budget, make sense of legal jargon and interpret the language from politicians. He knows a thing or two about development, including high-rise condos and office buildings. He’s also well versed on public/private partnerships. And is able to hold his own in bar discussion about what NFL team has the best defense. He argues vehemently for the Pittsburgh Steelers. End of discussion.
Not one to be intimidated by well-known people, he’s written profiles on such luminaries as Bruce Smith, Dan Hoffler, Mayor Holley, Sweetpea Whitaker and others. But he considers Peter Decker Jr. the most colorful character he ever encountered. This is from someone who has met Hulk Hogan, interviewed Snoop Dogg and M.C. Hammer and played in a charity softball game against Kevin Garnett, Allen Iverson and Magic Johnson. “I hit a triple off of Magic!”
He’s covered two presidents and has met President Obama, before he was president. “I told Barack my name and he said: “Your name is about as bad as mine.”
Battinto also has sat court side at NBA games and got one on one time with Michael Jordan in the Bulls’ locker room, albeit brief. He was also present when the 49ers dismantled the Chargers in Super Bowl XXIX.
So, when Battinto says he understands the media and what reporters and editors are looking for in a story, he’s not exaggerating. He’s lived the life of a journalist. A graduate of Virginia Commonwealth University with a Bachelor of Science degree in Mass Communications, Battinto also holds a Master of Arts degree in Media Management from Norfolk State University. He lives in Chesapeake with his wife and two children.
Special Thanks
Battinto's portrait was taken at downtown Norfolk's d'Art Center in the studio of Bob Holland.
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