An exclusive report is news that’s pitched to one media outlet first and not shared with others, providing a sense of exclusivity and excitement that can help drive buzz and visibility. PR pros often use this strategy to announce impactful news such as a project launch, major client win or new office opening, as well as to build relationships with journalists and media contacts.
When planning for an exclusive, it’s important to select the journalist or media outlet carefully, considering their reach, credibility and previous coverage in similar areas. Timing is also key – offering the exclusive to an outlet well in advance of your desired publication date can allow for more time for thorough research and quality storytelling. Additionally, being clear about the terms of the exclusive – including any embargo periods – is crucial to ensure that all parties are on the same page.
Creating a compelling exclusive requires an original angle that hasn’t been covered before. This could be an insight gleaned from an interview with a subject matter expert, data released for the first time or information sourced from public records. It’s also essential to plan ahead and conduct thorough interviews before pitching, ensuring that the story is newsworthy and that you have enough material to support your claims.