"The Economist," bemoans Andy Rowlands, the director of corporate, issues and technology practice at the public relations [3] giant Burson-Marsteller [4], "is one of the most influential, but also most difficult places to secure coverage." The former head of PR for the London-based magazine (now a PR consultant), Eileen Wise, suggests that persistence pays off. "It is beneficial for senior PR people to build up a relationship with some of the business and economic writers. Once they have built up a good rapport and the journalists understand about their company or clients they will find, in time, that the journalists may start coming to them when they need information or comment on a particular subject or industry," she said. Michael Gonzalez, a senior media consultant at Lewis PR, told PR Week that "it takes time, effort and understanding, but it will all be worth it if you crack The Economist."