Strategy of the Week

At a recent meeting of the PRSA National Capital Chapter, Steve Eldridge, "sprawl and crawl" (transportation) reporter for WTOP radio, advised communicators against giving
exclusives. "I would suggest avoiding exclusives," Eldridge said. "When an event is scheduled and [I've planned to attend], it's very disconcerting to read about what will be
happening at that event in the morning paper." Presenters also discussed the highly competitive nature of morning shows, telling PR pros never to send the same pitch to all the
a.m. programs.