An exclusive report is news that one media outlet publishes before any others. It’s a powerful tool that PR pros can leverage to build momentum for a project or brand and can lead to increased engagement from target audiences. While it takes more time to work with journalists on an exclusive, it can also provide a greater sense of control over narrative and distribution, which is important for delivering on high-priority business goals.
A key to successful reporting on an exclusive is having a clear and compelling story that will interest journalists. The exclusive should be about something truly unique and valuable, like data you’ve obtained through interviews or public records, a new partnership or acquisition or an event that is sure to generate buzz (like a product launch).
Another critical factor is to set expectations with reporters on how long it will take for them to publish the story. “Journalists are up against deadlines and have to turn around stories in a timely manner,” says Joseph. “If you’re giving them a very short window to cover your story, they may need to pass on it in favor of other breaking news.”
Finally, only pitch the exclusive to one journalist/media outlet at a time. Labeling everything as an exclusive in your email pitches will mislead and irritate journalists, and it will put you in the bad light of being a boy who cried wolf. Also, avoid lumping an exclusive together with embargoes, as they have very different rules and processes for distributing content.
About the Author
