An exclusive report is a story that has been shared with only one journalist or media outlet and can’t be published elsewhere. This type of news is often used for high-profile announcements like a major acquisition, closing a funding round with key investors or partners, new partnerships, expansions and even rebrandings.
PR professionals are often tasked with determining how best to communicate brand news to the right audiences and when it makes sense to take an exclusive approach, it can be effective in forging stronger relationships with journalists and media outlets in the long run. Offering a journalist first access to important news allows them the opportunity to break the story themselves and can be an attractive proposition for staff writers who have quotas to fill during busy times and freelancers seeking to stand out from the competition.
When pitching an exclusive, it’s important to identify the journalist or outlet that is best suited to the announcement based on their audience, editorial focus and previous coverage. This will help to ensure that the news aligns with their interests and allows for a seamless integration into their publication. It’s also crucial to clearly articulate the terms of the exclusivity and any embargo periods that may be in place to avoid confusion or miscommunication.
Keeping in touch with the journalist and/or editor is also vital, as it can be easy for a story to fall off their radar when other breaking news takes priority. A polite, yet strategic follow up email or phone call can be beneficial to keeping the story alive while respecting their time and allowing them the freedom of choice in what they publish and where.