An Exclusive Look at Bloomberg: What Reporters Want

Have you ever been curious about what happens behind the scenes of up-to-the-minute news agencies? Well I have. So the communications professional in me jumped at the opportunity to hear a few words from Bloomberg LP’s news professionals at “An Exclusive Look at Bloomberg”, a recent event hosted by The New York Chapter of the Public Relations Society of America (PRSA-NY). (And to be honest, the kid in me reveled at the chance to tour the agency’s television studios and news room located in the Bloomberg Tower in Midtown New York City.)

As part of PRSA-NY’s “Inside the Media” series, this event offered members from the Investor Relations, Public Relations and Corporate Communications fields a valuable opportunity to learn how the $6.9 billion global financial news and data company gets its news. After all, in order to build a mutually beneficial relationship with reporters and media staff it is important to learn what makes them tick. Well, at Bloomberg, founded by popular New York City Mayor Michael Bloomberg back in 1981, “transparency” is a core value that repeatedly comes through – from the architectural design of its light-filled glass headquarters to the openness of its news staff about what gets reporters' attention.

After our tour of the Bloomberg Tower, we gathered to get some insight into the news industry from Karen Toulon, Bloomberg’s New York Bureau Chief, and her colleague, Bernice Napach, a TV segment Producer at Bloomberg News.

Here’s How to Get a Reporter’s Attention:

  • Be concise. Your first words count, so use the email subject line and your intro paragraph wisely.
  • Send breaking news. Make your pitch newsy and real.
  • Use Social Media to build a relationship with reporters. Follow them on Twitter. Retweet their articles. Maintain an ongoing discussion on industry trends.
  • Give them an ‘exclusive’ story or interview. Reporters love that!
  • Send a link to a video of an articulate potential TV guest that can speak to a highly relevant topic.
  • Think about what is happening around the world before you pitch a story. Is it a holiday, month-end or earnings period when reporters are already super busy?
  • Be honest. Get back to a reporter ASAP, especially if something changes on your end.


  1. Sharon -- There is also a Twitter chat #journchat. "A weekly (Mon 7-8pm CT) conversation between journalists, bloggers and public relations folks. Moderated by PRsarahevans." I haven't tuned in to one yet but a colleague tells me they are interesting and useful. FYI.


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