An exclusive report is news that is pitched to a specific journalist or media outlet before – or in some cases instead of – other publications. It is one of many strategic PR tactics that can elevate a news announcement and catalyze audience engagement. However, gating content without a clear value proposition can quickly frustrate and discourage users, making it important to balance exclusivity with limited-time offers that create a sense of urgency for potential new customers.
To effectively execute an exclusive, a PR professional should select appropriate journalists and media outlets to target based on their editorial focus and past coverage of similar stories. Then, the agency should provide high-resolution images and any other documentation that expedites the reporting process. It’s also important to communicate clearly with the journalists about any and all expectations, including stipulations like on the record or not for attribution.
Using the exclusivity of an exclusive to share impactful news can help ensure that a company’s news rises above the din of competing announcements and stories. However, the strategy requires careful planning and time to secure an embargo period. It’s also important to have a backup plan in case the media target doesn’t run with the story or falls through. In addition, if the exclusive isn’t executed well, it can tarnish future relationships with journalists and media outlets. Ultimately, offering an exclusive takes significant time and effort to manage and can be risky for PR professionals who aren’t prepared for a hiccup in the execution.