An exclusive report is a news article that is not shared with other media outlets or publications. It can be an effective strategy to create buzz around impactful announcements or a way to stand out from the competition when the news has high value and interest for readers. However, PR pros should carefully consider whether a specific topic warrants exclusivity and ensure that the news is only offered to journalists with a strong level of interest in the subject matter or who have previously covered similar content.
It is important to clearly communicate the expectations of both parties involved and establish a deadline for when other media can publish the story. It is also helpful to include high-resolution images and any other documentation that will expedite the reporting process. Finally, gating content can be an effective tactic to build exclusivity, but organizations must be careful not to overdo it as this can reduce user engagement and detract from the overall value of the exclusive.
Creating a newsworthy story for an exclusive requires a lot of research, time and dedication. The story needs to be unique, provide context, have an expert source and be written in clear and concise language. Additionally, PR pros need to be prepared for any hiccups that may occur during the execution of an exclusive and think about what the larger implications of breaking a newsworthy story exclusively with one media outlet might mean for future relationships moving forward.