An exclusive report is a piece of news that has been shared with a single journalist or media outlet before being distributed to other outlets. As a PR strategy, this can be helpful for generating attention to a product launch or significant business announcement. The guest on this episode, Noah Prewett, a reporter with the NY Post’s Business desk, explained that landing an exclusive is often a result of building trust and long-term relationships with journalists. Additionally, he says that offering a story as an exclusive will give a reporter more incentive to cover the news because it will put them ahead of other publications in their reporting on the subject.
The success of an exclusive report will ultimately depend on the quality of the news and the value that it creates for readers. For example, the news could be something like a round of funding closing with an interesting group of investors or a new partnership that has the potential to reshape an industry.
In addition to the importance of the news, it is critical for PR pros to understand the impact that exclusive content can have on a brand’s audience. The psychology behind this strategy is simple: People tend to assign greater value to things that are harder to obtain, creating a sense of exclusivity among users that can lead to increased engagement and brand loyalty.
Gating content is a popular strategy, but it’s important to strike the right balance with exclusivity. Overgating can be frustrating for users and decrease overall engagement. As a result, organizations should only use this tactic to provide valuable, unique content that justifies access restrictions.