An exclusive report is a story that is pitched to one media outlet or publication first, before it is shared with anyone else. This creates a sense of exclusivity around the story, making it more compelling and impactful for journalists and readers alike.
Generally, news that warrants exclusivity is major, like an acquisition (like two companies joining forces) or a big project launch. This is especially true if the project is expected to reshape the market or future of your business. Other stories that might require an exclusive include a big partnership with another brand, or closing a round of funding with major investors.
As a note of caution, it’s best to be very selective about when you choose to go the exclusive route. While this tactic can be very effective, if you pitch an exclusive to multiple outlets, it could potentially alienate them in the future. If you burn a journalist or outlet, they may not be as willing to jump on your next project, no matter how great it is.
Furthermore, don’t label every single pitch an “exclusive.” This will confuse and irritate journalists, and you will be positioned as the boy who cried wolf. Only use this tactic for genuinely newsworthy moments. And don’t forget to provide high-resolution images and other documentation to streamline the reporting process for journalists and editors. This is the key to maintaining a positive relationship with your target media and ensures that the piece you create will be as impactful as possible.