When a story is exclusive, it means it’s not shared with any other media outlets or publications. This gives the news a sense of importance and prestige, which can make it more interesting to readers. Exclusives can also give PR pros more control over how the story is shaped, which can result in more comprehensive and detailed coverage than a broadly distributed press release.
As a result, when used strategically and cautiously, exclusives can be a powerful tool for generating visibility for your brand. The challenge is, of course, knowing which stories are worth the exclusivity.
Often, the news that warrants an exclusive is major, like a partnership announcement or a big project launch that’s expected to reshape an industry. However, if the news isn’t that significant it may not be worth an exclusive. It’s important to be honest about whether the news is worthy of an exclusive or not, and to communicate this to any journalists you plan to pitch.
When you’re ready to pitch an exclusive, it’s important to give yourself and the journalist enough time to develop the story. Aim for a deadline that is at least two weeks out, which will provide ample time to schedule interviews, secure assets, fact check and more. It’s also helpful to have a backup in case the story doesn’t take off, and to let journalists know you’ll be pitching other outlets as well. This helps to avoid breaking promises, which can tarnish your reputation and relationships with journalists.
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