An exclusive report is news that has not been shared with other media outlets prior to publication. It can be an effective strategy for a PR team to get impactful news out quickly and generate excitement amongst journalists and readers.
However, it is important to note that exclusives should only be used for highly relevant news that has a unique angle or a clear impact. An exclusive is only worth it if you are able to convince a journalist at a well-respected news outlet that it’s the only place for their readers to find out more about this specific piece of information, such as a major round of funding or a new partnership that has the potential to revolutionize an industry.
When it comes to pitching an exclusive, experts recommend starting with reporters at high-tier publications where the news desk focuses on breaking news. In these cases, the reporter will put a premium on being the first to share the news, and offering an exclusive is a surefire way to secure coverage for the story.
As with all PR, it’s essential to remember that a successful pitch will be grounded in solid research and thorough writing. It is best to reread and edit your draft several times, especially when it comes to hard-news reporting, so that the five W’s (who, what, where, when, why) are all covered. Then, if you have time, it’s a good idea to add in some quotes from people who are directly involved with the news.
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