An exclusive report is news that does not appear in any other media outlet or publication, often times embargoed until a certain date. It is an effective way to build brand awareness and generate positive sentiment for your company, project or product. Exclusive content strategies are effective because people tend to assign greater value to things that are harder to come by. In addition, this type of strategy provides a sense of exclusivity to a smaller audience which can increase customer loyalty and participation in brand-related activities.
Before pitching an exclusive, it is important to decide if it is actually worth the effort and if it will really get the attention of the journalists you are targeting. It is also a good idea to research the journalists and outlets you are considering so that you can better understand their audiences, editorial focus and past coverage.
Once you have decided that an exclusive is the best route, it’s important to provide thorough and detailed materials to aid in the journalist/outlet’s reporting process. This includes high-resolution images and comprehensive information about the subject of the article. This helps the journalist/outlet to write a well-rounded piece that is factual and accurate.
It’s also a good idea to only pitch one journalist/outlet at a time, and be clear that it is an exclusive. Labeling every pitch as an “exclusive” can mislead or irritate journalists, and will ultimately position you as the boy who cried wolf.
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