A rare and coveted type of news article, an exclusive report gives a single journalist or media outlet sole access to an announcement before it goes public. This tactic can be effective for PR pros, as it elevates the news above the din of competing announcements and stories and creates a sense of scarcity that drives social sharing. But it’s important to carefully select the journalists and media outlets that align with the company’s audience and goals and make clear agreements about what is being shared and when, including an embargo period if necessary.
Ultimately, to be considered an exclusive, the news must have a unique angle that has not already been shared with other media outlets. This may be insight gained from a new interview with a subject matter expert or new information obtained through public records. It’s also essential to pitch the exclusive to journalists and media outlets that are interested in the story, as well as research their editorial focus and past coverage to ensure they have the capacity to cover it. And finally, it’s crucial to be prepared to quickly provide high-resolution images and other documentation that expedites the reporting process.
In addition to being strategic, the most successful exclusive reports are a result of months – if not years – of developing trusted relationships with media professionals. And it’s critical to remember that while offering an exclusive can flatter a journalist and pique interest, the final article still needs to be compelling and deliver value to readers.
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