An exclusive report is a highly coveted type of news article. It gives a journalist or media outlet sole access to an announcement until it is released to the public. This can be an effective way for PR pros to elevate the impact of their news and create a sense of urgency. However, it takes careful planning, time to secure an embargo period and a quality story to ensure maximum impact.
While offering an exclusive is an important aspect of a PR strategy, it’s also risky to rely on this tactic too heavily. If a PR team offers an exclusive for a marginal story angle, it may quickly deter journalists from wanting to work with them again. And if the media outlet doesn’t run with the news, it can be demoralizing to other reporters who are watching to see what stories are being rejected.
In order to offer an exclusive, a PR professional needs to research the journalists and media outlets they’re targeting and their previous coverage. They should also provide high-resolution images and any other documentation that helps expedite the reporting process. And of course, being transparent about any and all expectations—including stipulations like on the record or not for attribution—is essential to ensure success.