An exclusive report is a piece of news that is not shared with any other media outlets before it is published. Often times, this is a result of a new partnership or big launch that has the potential to be game changing for an industry. It could also be a new product feature or the result of a unique research initiative that is groundbreaking in the field. Regardless of the reason, an exclusive story is one that isn’t to be shared until it has been fully written and approved for publication.
This type of news is a win-win for everyone involved. For brands, the exclusive gives them a chance to gain momentum and amplify their announcement to a broader audience. It also gives journalists a chance to be the first on the scene to share the news, giving them prestige as they break it before their competitors. This can also be a great way for PR teams to build trust with journalists and potentially forge long-term relationships.
As with any other PR tactic, a key factor in success is knowing what warrants an exclusive and who to pitch the story to. Simply adding “EXCLUSIVE” to the subject line of a pitch will not only mislead and irritate journalists, it will put you in the position of the boy who cried wolf. It’s only worth pursuing an exclusive for news that is truly big, newsworthy and worthy of attention.
Be sure to choose a journalist or outlet who can do the news justice and will make it stand out from the pack. Doing this will ensure a quality article that is accurate, clear and concise. Provide them with all the information they need including high-resolution images, third-party references and other supporting documents to streamline their reporting process.
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