In PR terms, an exclusive report refers to a story or piece of news that is not shared with other journalists or media outlets until it is published. The strategy can help elevate an announcement above the din of competing stories and news, but it can also require careful planning, time to secure an embargo period, and the ability to craft a quality story that will be compelling and engaging for readers.
For PR professionals, offering an exclusive to a journalist can be a powerful enticement and shows that the firm or client is invested in building rapport with the journalist, ensuring future opportunities for coverage. Ideally, the exclusive should be pitched well in advance of your desired publication date to ensure that journalist has ample time for research and to work with the information to develop an exciting story.
As a best practice, it is important to only offer an exclusive for something that is truly unique and of significant interest to the media or journalist. If not carefully managed, an exclusivity can backfire and burn the relationship that has been built. In addition, it is important that the exclusive is clearly communicated and understood by all parties so that there are no misunderstandings as to expectations or obligations.
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