An exclusive report has become a buzzword in the PR industry, but it requires careful thought and planning to execute well. It means pitching the news to one journalist or media outlet and giving them sole access to an announcement until it reaches a wider audience — usually via embargo. Joseph and Prewett agree that it’s best to use this strategy sparingly, and only for genuinely newsworthy announcements.
To do this, carefully select the journalists or media outlets that align with your audience and goals, and research their editorial focus and previous coverage. Also, it’s important to be prepared to quickly supply the journalist with any high-resolution images or other documentation that expedites the reporting process. And finally, don’t forget to clearly communicate that this is an exclusive offer in your pitch email.
While exclusives flatter reporters and pique interest, they don’t guarantee that the story will get picked up or shared. “Journalists are up against the gun on timing to turn around stories, and too short a window may require them to pass on the exclusive, even if it is something they want to report on,” Prewett says.
And if you do decide to go down this route, Prewett advises to have back-up stories ready to be pitched to a broader media audience in the event that the journalist isn’t able to secure an exclusive report. This way, you won’t leave the door open for a competitor to grab your exclusive and run with it.