An exclusive report is a term that’s become a buzzword in the PR industry to describe an announcement that only one journalist or media outlet receives sole access to until it’s shared with a broader audience. This strategy is a powerful tool that can elevate a story and create a sense of scarcity, making people more likely to share the news and increase its potential impact. But it requires careful planning and time to secure an embargo period and write a quality story.
It’s also important to choose the right journalists and media outlets to pitch an exclusive to – based on their editorial focus and previous coverage. And it’s critical to be clear and upfront about any stipulations – such as on the record, off the record, not for attribution – that are part of the deal.
When you give an exclusive to a journalist or media outlet, it signals that you are invested in building rapport and continuing to build their trust as a partner. And because exclusives are rare and coveted, it’s important to ensure that the content you are pitching is truly unique. A good exclusive should include a unique angle and relevant context, as well as high-resolution images. It should also be shared with the journalists and media outlets early and in advance of the desired publishing date. This will allow them to research the story and report on it in a timely manner.
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