An exclusive report is news that has not been shared with other journalists or media outlets. It can be embargoed (meaning it is only available for one outlet until a certain date) or un-embargoed (meaning that other outlets may also publish the news).
A successful exclusive can drive significant buzz and visibility for a project or brand, and can help to forge strong relationships with journalists and media contacts. But executing an exclusive well requires meticulous planning and careful execution.
In order for a story to qualify as an exclusive, there must be something that no other journalist or media outlet has access to or information on, such as data acquired through interviews or public records, or a major announcement like a partnership deal or project launch. PR pros suggest that you only use the exclusivity strategy for news that is truly unique and worthy of being first.
Pitching an exclusive to a journalist or media outlet is a delicate and time-consuming process that requires thorough research into the publication’s audience, editorial focus, and previous coverage. You must offer a clear understanding of what is required in terms of time, resources, and any restrictions, such as an embargo period.
Additionally, it’s essential to provide high-resolution images and other information that can streamline the reporter’s reporting. In addition, gating content can be a effective way to create exclusivity, but only if the value of the report is clear to users and the restriction is applied sparingly.