An exclusive report is a news item that’s not shared with other publications, giving one outlet “first dibs.” PR pros use the strategy to promote impactful announcements, build brand trust and credibility and get their stories in front of the right audiences. It’s a delicate strategy, however, that requires thoughtful planning, time to secure an embargo period and quality content.
Using the word “exclusive” in your pitch subject lines can mislead and irritate journalists, positioning you as the boy who cried wolf. Rather, only offer an exclusive to outlets that can deliver the highest value and interest for their audience. It’s also important to remember that not every moment warrants exclusivity. Joseph and Prewett recommend only considering an exclusive if it’s truly unique and valuable to the journalist’s audience – examples include data, a high-profile acquisition or partnership and major product launches.
Ultimately, the key to success is honoring your promise. Media relations is about relationships, so batching an exclusive to several outlets could tarnish your reputation and sour your future relationship with that journalist. Likewise, it’s critical to be clear about your expectations and only share an exclusive with journalists who have been respectful of your deadlines in the past.
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