A buzzword in the PR world, an exclusive report gives a journalist sole access to a story before other publications. It can be a great way to elevate an announcement and create a sense of scarcity, driving more engagement with the story and brand. However, navigating an exclusive requires thoughtful planning, time to secure an embargo period and creating quality content.
Choosing the right journalists and media outlets to pitch an exclusive to is crucial, as it’s not something that can be offered to multiple publications at once. It should be targeted based on audience, editorial focus and past coverage to maximize the chance of it being accepted.
If an exclusive is accepted, it’s important to set clear expectations with the journalist to avoid any misunderstanding or frustration. Joseph and Prewett recommend being transparent about your expectations and the terms of the agreement (such as on the record, off the record or not for attribution), and also offering alternatives to cover the story if necessary.
When offering an exclusive, it’s important to remember that it should only be used for truly impactful moments. The story should be able to stand on its own and resonate with audiences. In order to be effective, it should also contain some level of surprise and curiosity – for example, profiling a senior leader in the legal industry who has recently been promoted or hired by the firm. This can help readers connect with the article and increase the chances of it going viral or being shared on social media.