A room filled with top PR professionals were recently treated to an informative and insightful Gorkana media briefing from select members of the Thomson Reuters editorial staff, who hammered home the fact that the best stories are often controversial and never short-lived.

Reuters is not about the quick hit; they are looking for the home runs – The editorial team covers all variety of subject matter and has broad geographic reach. Reuters TV aims to be “Defining, durable, and memorable” due to the tech savvy nature of its website viewers. The channel also does not recycle content from other media platforms unlike its competitors, according to Dan Colarusso, Head of Global Programming. Breakingviews, dubbed the “Semi-Autonomous Republic of Commentaristan” by Americas Editor Rob Cox, consists of pieces that are meant to feel “inside and smart” and aim to promote public debate with the help of PRs and their clients.

‘Till death do us part – Colarusso believes that relationships between journalists and PRs are a commitment and when “You’re in, you’re in”. Deputy Editor-in-Chief Paul Ingrassia adds that it’s important to build a good foundation for your work relationships, and this is often best accomplished by setting up face to face meetings with journalists. Younger journalists are often very accommodating in this regard and will be good contacts to have as they move forward with their careers.

Pitching is personal – Do not send blind emails or pitches that begin with “Dear Financial Professional” pleaded Cox. Know who you are reaching out to and what they cover. Ingrassia added that time is money, and a PR should make sure they’re bringing something of value to the table.

Going global? Reuters already is – Thomson Reuters currently publishes material in 10-12 languages, and 40 percent of breaking news writers are Asia-based, according to Cox. Ingrassia believes their stories are especially influential due to the prevalence of Reuters Terminals amongst the tools of the world’s financial elite. Whether meant for the few or the many, an exceptional story pitched to a Thompson Reuters journalist has a solid chance of winning you the approbation of not only your client, but also your peers.

Gorkana Media Database clients have access to even more need-to-know information and helpful hints shared by these journalists. Preferences regarding deadlines, connections between departments, and current hot topics are continuously added to the database to support more effective and relevant pitches for the PR and communications community.