An exclusive report is a story that has been shared with only one publication or media outlet, which means they have sole access to the information and can be the first to publish it. It’s a great way for PR pros to ensure their news is heard above the din of other announcements and stories that have already been circulated, but it takes a unique angle, compelling information and relevant context to make a piece truly stand out.
A good rule of thumb is to consider whether something warrants exclusivity – only big things that will impact the future of a brand or industry should be considered an exclusive report. Examples might include an acquisition, a new partnership with a notable name or the closure of a round of funding that will significantly alter a company’s future trajectory.
It’s important to note that labeling every single pitch as an “exclusive” will not get you very far – in fact, it can actually damage your credibility. In addition to misleading journalists, it positions you as the boy who cried wolf and can lead them to question your authority. Instead, use the word exclusively sparingly to entice journalist interest and create a sense of urgency in your request.
Offering an exclusive also requires careful consideration of who to approach, and what terms you may offer. Taking into account each journalist’s reach, editorial focus and past coverage is crucial as is a clear understanding of any embargo periods that must be observed.