An exclusive report is a news story that’s not shared with other journalists or media outlets before it’s published. This type of news is often given a heightened sense of importance because it’s not a widespread announcement that everyone can read and potentially respond to at the same time.
PR professionals must be careful to only pitch a story as an exclusive when it’s truly worthy of this status. Announcing a round of funding with an interesting investor, for example, could warrant an exclusive because it’s a significant milestone that might help a company grow and gain recognition. However, announcing that your company has partnered with a famous brand, for example, isn’t likely to warrant an exclusive because it’s not a particularly unique or exciting announcement.
When PR pros do pitch an exclusive, they must make sure they’re targeting the right journalists/outlets and understand their audience and editorial focus. They must also be clear about the timing and any embargos that may be involved.
Ultimately, a well-penned exclusive can be powerful in its impact because it allows a journalist the opportunity to fully consider and analyze your news before publishing. This means they’re more likely to treat it with the same care and attention as their own work, leading to better coverage than might be possible in a more broadly distributed announcement. Joseph and Prewett also emphasize the importance of setting clear expectations with a journalist before pitching an exclusive. This includes clarifying the terms of the partnership – including on-the-record, off-the-record, for attribution, etc.