A well-executed exclusive report can boost the credibility and reach of your news, and can make you stand out to journalists. But the process can be tricky, and there are many things that can go wrong along the way.
When to Consider an Exclusive
PR experts agree that exclusives should only be used for significant announcements, such as a major product launch, acquisition or new leadership appointment that may change the future of your company or industry. You should also consider whether you have the data, details and third-party references to offer a compelling story. And if you are going to pitch an exclusive, make sure to choose a journalist and publication carefully – and be clear about your terms.
It’s important to give the reporter the time and space they need to get the story right. This means scheduling interviews, preparing assets and fact checking. Plus, PR experts advise that you only pitch one outlet at a time and clearly label your pitch as an exclusive in the subject line to avoid confusion and irritability.
Journalists have busy schedules and it’s easy for other breaking stories to overshadow your exclusive. So if you aren’t careful, you could lose your chance for early coverage and miss out on potential traction for your news. But if you are smart, take the time to plan and execute your exclusive carefully, and only use it when it’s appropriate, you can maximize the benefits for your news and company.
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