When a company or brand decides to offer one journalist or media outlet the opportunity to publish their news first, it’s known as an exclusive report. This can be a powerful tactic that can generate more substantial coverage than a widely distributed announcement. However, the weight of an exclusive isn’t something that can be flung around lightly and there are several considerations that PR professionals need to weigh before making this choice.
First and foremost, exclusivity should be reserved for news that warrants it. A big move like an acquisition, a round of funding that’s closing with notable investors, or a new partnership that has the potential to reshape the industry are examples of events that could warrant an exclusive. It’s important to do a little digging before pitching the idea of an exclusive to journalists, and to ensure that the news they cover is aligned with their audience and editorial focus.
Aside from that, it’s also important to think about what kind of timeframe is appropriate for an exclusive. Some journalists may need time to thoroughly research a story before they can write it and others might be under tight deadlines to meet their own publishing schedules. A well-considered exclusive can help PR pros and journalists both get the most out of the relationship, but if it’s a short window, other breaking news might cause them to shift their attention to another article instead of yours. To avoid this, it’s vital to be transparent about the expectations of both parties, including on the record vs off the record, and for attribution versus not for attribution.