An exclusive report is an embargoed piece of news that one journalist or media outlet has sole access to until it reaches a larger audience. This strategy can help PR pros ensure their announcements are heard above the din of competing stories and announcements, as well as catalyze word-of-mouth marketing by creating a sense of urgency and scarcity around a story. An example of an exclusive might be a celebrity shopping at a brand or the resignation/appointment of a key leader.
When it comes to pitching an exclusive, it is crucial to select journalists and media outlets that align with the organization’s target audience and goals, have the capacity to quickly turn around a story, and are known, trusted partners. Kirk suggests including the type of story-an exclusive-in the subject line and clearly describing the news value in the body of the email to help set expectations from the outset. It is also important to have a clear timeline for the exclusivity and have clear agreements in place to prevent hiccups.
A successful exclusive news article requires extensive research and thorough reporting to develop a unique angle that provides relevant context for the topic. The story must also include exclusive information, which can be gleaned from interviews or public records. Finally, the news article should be written using clear and concise language and be edited and revised multiple times to avoid spelling errors and awkward phrasing. Batching or denying another publication the opportunity to have an exclusive can tarnish a reputation and damage relationships that take months, if not years, to build.
About the Author
