An exclusive report is a news story that is shared with a single journalist or media outlet before anyone else. It can be a powerful tool for PR professionals to use to build trust with journalists, as well as pique their interest and create urgency around the news. However, it is important to note that navigating this type of strategy requires thoughtful planning and time to secure an embargo period, quality storytelling and back-up plans for if things don’t go as planned.
Joseph and Prewett suggest that when pitching an exclusive, PR pros should carefully consider the publication’s audience, editorial focus and past coverage before deciding to approach them with an offer. Also, it is essential to have a clear and concise agreement in place for the journalist to ensure that they understand what you are asking of them. This will help to prevent misunderstandings and confusion about the details of your request, as well as set clear expectations for how the story will appear in their publication.
Generally, only big news warrants an exclusive. This could include an acquisition, a new major project or partnership with a high-profile name, or a funding round that will reshape your company’s future direction.
Getting to this point takes months, or even years, of building trusted relationships with journalists and media outlets. It is important to remember that while an exclusive may flatter a writer and grab their attention, it doesn’t mean that the article will be successful in reaching its intended audience.
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