In the field of PR, gossip reporters are really important, because they really essentially help create a buzz for a client. Gossip reporters are, can be, your weekly magazines, from People, to Us Weekly, to Life and Self, to InTouch, to Star, to your weekly gossip columns, which, in New York, it's Page 6, and The Daily News Confidential.
It's really important to create a real give and take relationship. You scratch their back, they'll scratch yours. You help them find a good juicy story angle, they'll help you run your client or protect your client when you need them to be protected. It's all about being fair. They have a job to do too; their job is to report gossip, but it's our job to ensure it's being promoted correctly, and fairly. I think it's important to have a relationship with them. Don't lie to them because they'll know. But be human with them. And again, I can't reiterate it enough, it is a give and take relationship.