An exclusive report is news coverage that hasn’t been shared with other media outlets or publications. It may be embargoed or it may simply be that no other media has access to the information you are sharing with them.
Exclusives can add a lot of weight to your story and they can be powerful in gaining the attention and support you need from your audience. However, if you do decide to go the exclusive route it is important to think through your strategy carefully before executing it. There is a risk that by giving your exclusive to just one media outlet or publication you will miss out on other opportunities for coverage and may even alienate or annoy the journalist.
As PR pros we need to be careful when deciding to offer an exclusive to a journalist or media outlet as it can have a negative effect on our reputation. Ultimately, exclusives are only worth it for news that is truly unique and worthy of attention. Whether that is a round of funding closing with interesting investors or a partnership announcement that will have a significant impact on your industry.
Writing a good exclusive requires extensive research, finding and including a unique angle, providing context and clear and concise language, as well as thorough editing and revision. In addition, it is a good idea to provide additional supporting materials for journalists and editors in order to streamline their reporting.