When a journalist or media outlet is offered an exclusive, they have sole access to a story that is not shared with other outlets until a specific time. An exclusive can be embargoed or un-embargoed, but the story should have something unique about it that others don’t have access to already. This could be insight from an interview with a subject matter expert, data that is released for the first time or information obtained through public records.
An exclusive report can be an effective tool for PR professionals to share impactful news, but it’s important to weigh the pros and cons before deciding to offer one. It can be easy to get caught up in the idea of flattering a writer by giving them something they won’t have access to anywhere else, but an exclusive should really be about what’s best for the company and its audiences.
Choosing the right journalists to offer an exclusive to can make all the difference. For example, if you’re trying to get a startup’s voice heard above all of the noise in Silicon Valley, offering an exclusive to a well-known publication can help them secure that first round of coverage. It’s also a great way to build trust with journalists, which can be helpful for forging stronger relationships in the future. In addition, it’s a good practice to only offer an exclusive to one publication at a time. This helps avoid the cynicism that comes from having the same story spread across multiple channels at once.
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