Desk-Side Briefing
An informal meeting with a journalist at their office to share news or build relationships.
Definition
A desk-side briefing is an in-person meeting—traditionally at a journalist's desk in their newsroom—where PR professionals share story ideas, provide background, or introduce executives. These intimate sessions build deeper relationships than phone pitches.
In the remote era, desk-sides increasingly happen virtually but maintain their informal, relationship-focused character.
Why It Matters
Desk-sides demonstrate commitment and respect for journalists' time. The personal connection makes future pitches more likely to receive attention.
These meetings often yield better story angles through genuine conversation than formal press events.
Examples in Practice
A PR agency arranges desk-sides with five top-tier tech reporters during their CEO's New York trip.
A desk-side with a trade publication editor leads to a byline opportunity and ongoing column contributions.
A startup founder's desk-side with a skeptical reporter results in a balanced feature rather than a critical takedown.