In journalism, “exclusive report” is a term that can mean anything from the first story to an exclusive interview. It usually refers to a story that a media outlet holds off on publishing until it has shared the news with other outlets, meaning that no one else can publish it for a period of time. It’s a big deal because it means that the reporter and the news organization will be in the spotlight as being the first to break the news, earning them prestige and boosting their reputations.
However, offering an exclusive to a reporter or publication comes with its own risks as well. The most obvious is that other journalists will likely find out that you’re giving away a scoop, potentially alienating them when the other stories break. In addition, if the story is not a hugely significant development (e.g., a celebrity or businessperson’s new book), it may not be worth the exclusivity that you’re demanding.
Providing journalists with comprehensive and detailed materials for an exclusive can help streamline the reporting process and improve the likelihood of favorable coverage. This includes high-resolution images, project descriptions, and other supporting documentation that helps them understand the significance of a topic or initiative. It’s important to follow up with reporters appropriately, staying professional and courteous while demonstrating your enthusiasm for working together. Be sure to include an embargo period in your pitch, clearly communicating that the information is off the record until a specific agreement has been made so that there is no confusion about the status of a potential collaboration.