An exclusive report is a piece of news that doesn’t make it to other publications. This strategy can be used to ensure that a brand’s announcement is heard above the din of competing stories and to build a strong relationship with journalists.
However, this tactic can be difficult to execute effectively. It requires a unique angle, compelling information and relevant context. It also takes time to turn around the story, particularly if an embargo is involved. In many cases, it can take months to prepare for an exclusive, so it is important to consider carefully how and when to use this tool.
Joseph notes that PR pros should only use an exclusivity strategy for genuinely newsworthy moments. It’s also important to be mindful of how and who to pitch to in order to avoid a negative outcome. “Batching or denying another publication the opportunity to publish an exclusive can not only deter future interest in a story, but it may burn bridges that can take months, if not years, to rebuild,” she says.
To be successful with an exclusive, PR teams should select journalists and media outlets that align with the company’s target audience and goals, have a history of covering similar topics and have the capacity to quickly turn around a story. They should also create clear agreements about an embargo timeline to avoid hiccups and ensure that the story is accurate and high-quality. And they should be prepared to provide additional assets, such as high-resolution images, if needed.