An exclusive report is a story that is not shared with any other media outlet. By giving a single journalist first dibs on the news, it can create a sense of exclusivity and urgency that makes it more impactful for readers and journalists alike. This tactic can be especially helpful if you are trying to garner interest around a particularly exciting moment or announcement.
As a PR professional, it’s important to only use this strategy for truly exclusive news that warrants the extra attention and priority. Otherwise, you risk being seen as the boy who cried wolf and alienating literally every other journalist out there who may now be more reluctant to work with you in the future.
When To Pitch An Exclusive
When deciding when to pitch an exclusive, it’s important to give yourself and your reporter plenty of time to develop the story. This will allow for a thorough fact check, high-resolution images and other documentation to streamline the process for both parties. Also, remember to only pitch one outlet at a time and be clear with the editor/producer on your expectations of response and timing so that they don’t accept your offer from multiple outlets simultaneously.
As with any press release, there are some things that just don’t warrant an exclusive. For example, a small business opening their doors for the first time is probably not something worth an exclusive, but a big launch or new partnership that could potentially reshape the future of your industry may be.