An exclusive report is news that has not been shared with other media outlets. When executed well, it can drive a big buzz and increase visibility for a project or company. It can also help forge stronger relationships with journalists and other media contacts.
But the key to success with an exclusive report is making sure that it’s something truly unique and worthy of being first. “There needs to be an element of exclusivity,” says Prewett, who suggests that PR pros look for an angle that has not been explored or a development that is highly sensitive and potentially newsworthy.
Another key to a successful exclusive report is providing thorough and detailed information to facilitate journalists and editors in their reporting. This can include high-resolution images, project descriptions and other documentation that can streamline the reporting process. “This helps to build trust with the journalist and editor and ensures that the story you create is accurate,” says Joseph.
Another consideration for PR pros is what exactly qualifies as an exclusive, since the term can be misleading and mislead journalists. For instance, a $15M investment round may not be worthy of an exclusive if other investors are not interesting or prominent. That is why it is important for PR pros to research journalists and media outlets carefully, to understand their audience and editorial focus, and be clear about what constitutes an exclusive and if there are any embargoes involved. Then, if the reporter is interested, they will know what to expect and be more likely to follow through on your request.
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