An exclusive report is a piece of news that does not appear in any other media outlet or publication. This type of story may be embargoed (available to only one medium until a certain date) or un-embargoed (anyone can publish the news at any time). PR pros often use exclusives to generate buzz and excitement around impactful announcements, like a major round of funding with some interesting investors or a new partnership that has the potential to disrupt an industry.
In order to maximize the effectiveness of an exclusive, PR experts recommend choosing journalists or media outlets that align with your target audience and goals. They also suggest offering the exclusive well in advance of your desired publication date to ensure sufficient lead time for thorough research and quality storytelling.
Additionally, it is crucial to clearly communicate the terms of an exclusive with a journalist. PR expert Sara Joseph suggests clearly labeling pitches as exclusives and laying out all the relevant details, including any possible timelines and embargo periods. She adds that it is important to remember that an exclusive only works when there is truly a sense of urgency and exclusivity around the news.
Another risk of an exclusive is burning a bridge with a journalist or media outlet. If you offer an exclusive to a reporter and they choose not to run the story, or worse, change their minds last minute, it can have lasting effects on your relationship moving forward.
About the Author
