An exclusive report is a news item that a single media outlet can publish before (and/or at the same time as) any other outlets. In the PR industry, exclusives are used strategically to gain audience attention and build reputation – as well as drive traffic and/or sales. However, offering an exclusive report also comes with risks. Ultimately, whether an exclusive report is a powerful tool to help your organization, project or brand rise above the din of competing announcements depends on the quality of the story and how the news is delivered.
As a general rule, PR professionals should use exclusive reports sparingly, only for truly newsworthy moments that will capture readers’ interest and create a sense of urgency. Often, these events include celebrity shopping at your brand or announcing the departure/appointment of a senior leader. It is important to keep in mind that journalists and editors know when they are being given an exclusive and can quickly assess the news value of your offering. If they see you offer an exclusive for a non-story, they may think you are only trying to manipulate them and will likely not trust your brand in the future.
Choosing which journalist or media outlet to pitch an exclusive to is important and requires a deep understanding of the publication’s audiences, editorial focus and past coverage. It is also critical to clearly communicate the exclusivity terms and conditions, such as an embargo date.