An exclusive report gives sole access to a big announcement to a journalist or media outlet, giving them “first dibs” on sharing the news. This can be a great way to ensure that your news rises above the din of competing stories and announcements but it requires careful planning and execution. A key to success is choosing the right journalists and media outlets that align with your client’s target audiences and goals, have the ability to quickly turn around a story and can be trusted partners. It also requires an agreed-upon timeline for an embargo and clear agreements to avoid misunderstandings or delays. Batching the offer of an exclusive can tarnish a relationship that may take months, if not years, to build and ultimately deter other media outlets from taking you up on future stories.
Whether your news is a new product launch, a corporate milestone or a major acquisition, an exclusive can help get the attention and coverage you are looking for. It is important to make sure that the exclusive you are pitching will truly add value to the publication and provide the journalist with enough context, high-resolution images and other documentation to expedite the reporting process. It is also important to only pitch one journalist or media outlet at a time. Putting “exclusive” in the subject line of every single pitch can mislead and irritate journalists who will quickly recognize this as a tactic that positions your brand like the boy who cried wolf.