An exclusive report is news that a media outlet publishes or broadcasts before — and often instead of — any other news source. While there are many ways to get a story into the press, grabbing the attention of the right reporter at the right time is key for PR pros looking for maximum impact and reach. An exclusive can be a powerful tool, but it comes with serious risks. It’s important to understand the nuances of offering an exclusive and how to manage those risks so you can reap the benefits.
Typically, only major news events warrant an exclusive, and only one title or publication is the best choice for the story. For example, a brand may decide to offer an exclusive on a big acquisition that will significantly affect the market or company’s future direction, or perhaps they are closing a funding round with prominent investors. These types of high-impact developments should be considered for an exclusive, as they’ll capture the interest and imagination of journalists.
While it can be tempting to label every pitch as an exclusive to boost email open rates, remember that this tactic can quickly damage a journalist’s trust. Reporters can easily assess when you’re trying to manipulate them and will take note of a non-exclusive report being published by another source. In addition, labeling everything as an exclusive will make you sound like the boy who cried wolf and may deter other media outlets from reaching out to you in the future.
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