When it comes to media relations, the word “exclusive” adds a certain clout that makes people want to hear more. Exclusives are like giving one journalist or publication first dibs on a story, meaning they will be the first to share their coverage with their audience. They’re more likely to devote significant time and resources to the piece, which can lead to more thorough coverage compared to broadly distributed press releases that may only receive cursory treatment.
When considering whether to offer an exclusive, it’s important to weigh both the benefits and risks. There’s a lot of noise out there and it can be difficult for a brand to make itself heard over the crowd. Offering an exclusive can provide a boost to a floundering announcement by giving the news/publishing team some extra incentive to push the story forward.
An exclusive can be embargoed (meaning it’s only available to a single outlet until a set date) or un-embargoed, depending on the specific circumstances. If you decide to go with an exclusive, be sure to provide high-resolution images and detailed project descriptions to streamline the reporting process for journalists and editors.
It’s important to note that an exclusive is not a legally negotiated agreement and doesn’t automatically guarantee that your story will be covered. When determining whether or not to pitch an exclusive, it’s crucial to study the editorial focus of the reporter and ensure that your story aligns with their beat. Also, it’s important to avoid labeling every pitch as an exclusive – this will only mislead and irritate journalists and position you as the boy who cried wolf.