It is not worth debating who benefits more by having a good working relationship with reporters when you are a PR professional. But there is no doubt there are benefits to both sides. Reporters learn who to rely on, as does the PR professional. Earlier this year I had an opportunity to offer an exclusive story, a story that I knew would “blow up” or “go viral” based on global fame of the defendant and the plaintiff. It was essential to manage the story and the clients’ expectations and figuring out which media outlet to offer the exclusive was as an important as crafting the message. Over the years I have developed a strong relationship with a particular reporter in Los Angeles who I know, like and trust. The added benefit is he is at a media outlet that is widely regarded as one of the top news outlets in…