An exclusive report is a news article that’s not shared with other journalists and media outlets, giving one publication “first dibs.” It can be a powerful way for PR pros to share impactful announcements, but it requires thoughtful planning, time to secure an embargo period and quality content.
Joseph and Prewett also advise that the team behind an exclusive should ensure they’re targeting the right journalists with their pitch – understanding the publications, their audiences, editorial focus and past coverage. This will help to avoid any frustration or disappointment down the road if the journalist decides to pass on the opportunity.
Additionally, it’s important for a PR team to work with their journalist counterparts to understand what they may need from them in terms of background information and access to key people, as well as the timing of when the exclusive will be published. It’s essential that this is communicated clearly to avoid any misunderstandings or miscommunications with the reporter or their colleagues.
Offering an exclusive can be a great way for PR professionals to solidify and build trust with their journalist counterparts. However, it’s not a strategy to be used often. Only big newsworthy moments warrant an exclusive, such as a new acquisition or merger that will reshape the market, a high-profile partnership or collaboration or major product launch. Otherwise, reporters will quickly realize they’ve been offered an exclusive on a non-story and could view that as a low-priority or even disrespectful approach.