A rare and coveted type of news article, an exclusive report is the kind that gets shared first with one media outlet or publication. While this tactic can be an effective way to build buzz around impactful announcements, PR pros must carefully consider what kinds of news or stories warrant an exclusive and ensure that they’re pitched to journalists who have a high level of interest in the topic or who have previously covered similar content.
To qualify as an exclusive, a story must contain information that other media outlets do not have access to or knowledge of, which can include data from interviews, public records or a new angle on an existing announcement. Exclusives also typically come with a set deadline, called an embargo, which prevents other outlets from publishing until the story runs at the chosen outlet.
Creating a compelling story that will generate attention for an exclusive takes time, research and planning. It’s important to identify the journalists and media outlets who are most likely to want an exclusive, and to target them in advance of the desired publication date. It’s also helpful to include high-resolution images and any other documentation that can expedite the reporting process.
Ultimately, PR pros must be selective about which exclusives they pursue. Using this strategy too frequently can detract from the value of your news and could tarnish your relationship with the journalist or publication. Ultimately, it’s all about the quality of the content and the value it provides to readers.