An exclusive report is a story that hasn’t been shared with other media outlets, and it can create big visibility and buzz for your business. But PR pros must understand how to use the strategy wisely – it requires careful planning and access, and months (if not years) of building trusted relationships with reporters and editors.
To offer a reporter an exclusive, you give them full dibs on the news and promise that no other media outlet will publish or broadcast it until your chosen journalist shares it first. Katie says it’s important to “offer an exclusive to only one reporter, and make sure you follow through on the promise of not sharing with anyone else.” Batching multiple journalists and denying them the opportunity to publish an exclusive can burn bridges with them and potentially damage your media relations reputation moving forward.
It’s also important to pitch an exclusive only when the announcement is truly newsworthy. “For example, if your firm has just added new leadership, announced a merger or acquisition, or a key hire from a competitor, these are good candidates for exclusives,” Sara Joseph, EVP, Lifestyle & Hospitality at BerlinRosen, tells us. And she recommends highlighting that your pitch is an exclusive in the subject line of the email to help it stand out in a reporter’s inbox. As a bonus, exclusive content tends to be more shareable, which can catalyze a domino effect of brand awareness and referrals.