An exclusive report is a news article that is not shared with other media outlets. This type of news story is often accompanied by an embargo period and can be a great way to create a sense of urgency, excitement, and exclusivity around an impactful announcement. However, PR professionals must be cautious not to overuse this tactic as it can backfire if the story doesn’t perform or if the other media feels cheated.
To be a successful strategy, an exclusive report must offer an original angle that is compelling and relevant to a specific audience. This could be insight from an interview with a subject matter expert or new information that has been gathered through public records. The report should be written in an engaging and creative manner that will add intrigue to the topic and make it a “must read.” In addition, it is important to properly target journalists and media outlets that are likely to want an exclusive in advance of the desired publication date and provide high-resolution images and any other documentation that will expedite the reporting process.
Offering an exclusive to a journalist or media outlet sends a signal that you value their coverage and are invested in building rapport and continuing a future relationship. While this is a great way to promote an announcement and generate buzz, it should be used sparingly. Reporters can quickly assess the value of your story and are likely to recognize when you’re attempting to exploit them by pitching them an exclusive that doesn’t deliver any real news or unique information.