An exclusive report is a PR buzzword that refers to a news announcement that’s not shared with other publications, giving one publication “first dibs.” While this strategy can be effective in ensuring your story rises above the din of competing announcements and stories, it requires careful planning, time to secure an embargo period and quality content. And it should be reserved for genuinely newsworthy moments.
A big launch, a new partnership or the resignation/appointment of senior leadership are good candidates for an exclusive. But it’s important to be selective about which journalists and media outlets you pitch, as a reporter who receives an exclusive from one publication is likely to be jaded by the experience. It’s also critical to understand the editorial focus and history of each outlet you approach — this will help ensure your exclusive is a win for both parties.
Lastly, it’s important to clearly communicate the terms of your exclusive and provide a timeline that allows for a smooth transition to the next phase of your campaign. For example, it’s best to only offer an exclusive to one outlet at a time, as journalists are often up against deadlines and may be unable to meet your request.
And be sure to call out that you’re pitching an exclusive in the subject line of your email, says Sara Joseph, EVP, Lifestyle & Hospitality at BerlinRosen. Otherwise, you’ll risk positioning yourself and your client as the boy who cried wolf and mislead (and irritate) journalists.