Media Experts Offering Exclusives Play with Fire, Risk Getting Burned

When secured Samuel L. Jackson as the voice-over talent for its 2000 Super Bowl spot, the online firm's agency, Burson-Marsteller, offered the dish as an exclusive
to USA Today. "It wasn't front page news, but USA Today was important to us, so we gave it to them," says Peter Himler, managing director, media relations at
Burson's U.S. corporate financial practice.