An exclusive report has become a buzzword in the PR industry to describe an announcement that one journalist or media outlet receives sole access to until it’s shared with a broader audience. It’s a strategy that can help elevate a news item above the din of competing stories and announcements and potentially drive traffic or brand loyalty. It requires thoughtful planning, time to secure an embargo period and a clear agreement.
It’s important to choose a journalist or media outlet that aligns with the brand’s target audience and goals, has the ability to quickly turn around a story and is a trusted partner. It also requires careful consideration of the timeline and how long an exclusive will last. Batching an exclusive offer to several outlets may not only tarnish the brand’s reputation as a reliable source of information, but could also deter future interest in other news items and burn bridges that took months (if not years) to build.
As a general rule, an exclusive should be offered to a journalist or media outlet that’s been covering the company, its products, services and/or competitors for a long period of time and has demonstrated a commitment to the coverage and a genuine interest in continuing the relationship with the brand. This way, the journalists will be more likely to take advantage of the opportunity to have an exclusive and give it their full attention. An example of a good exclusive would be celebrity shopping at a retailer, the launch of a new product or service, firm mergers/acquisitions or resignation/appointment of senior leadership.