An exclusive report is news that does not appear in any other media outlet or publication, often times embargoed until a specific date. This strategy can help create a sense of exclusivity and increase the impact of the story.
When deciding to go the exclusive route it is important to identify journalists and outlets that will be a good fit for your story. This can be done by researching their past articles and understanding their editorial focus and audience. By doing this you can ensure that they will be able to provide your story with the context and credibility it needs to succeed.
It is also important to be clear with journalists about the terms of an exclusive. Be sure that they understand that they will be the only media outlet that can publish this information and that it will be embargoed until a certain time. If this is not made clear it can lead to miscommunication and misunderstandings that can tarnish the relationship between you and the journalist.
Finally, it is important to only offer an exclusive on something that truly warrants it. For example, an acquisition or a closing round of funding that could have significant impact on a brand or industry are perfect examples of when an exclusive might be appropriate. Likewise, if you are pitching an exclusive to the New York Times, Washington Post and USA Today then you should make sure that they will be willing to take on the burden of being first with your story.