An exclusive report is news that hasn’t been shared with other media outlets. A well-executed exclusive can create buzz, drive brand visibility and forge stronger relationships with key journalists. However, offering an exclusive comes with some risks that PR pros must be aware of.
If you’re considering offering an exclusive, it’s critical that you research the reporter and outlet thoroughly to ensure they’re a good fit for your announcement. Look at the reporter’s past work, understand their audience and editorial focus, and ensure you can provide the information they need in a timely manner.
Also be careful not to label every pitch as an exclusive, as this will confuse and irritate journalists. It will also make you appear like the boy who cried wolf – only using this strategy for genuinely newsworthy moments.
When you do offer an exclusive, be sure to communicate the terms clearly and negotiate whether or not other outlets are allowed to share the news after the initial publication date. Also be prepared for hiccups, like other breaking news or a reschedule that pushes the story back. A solid communication strategy will include a press release and social media posts that can be distributed as a follow up to an exclusive.