An exclusive report gives a journalist or media outlet sole access to an aspect of news. This could include data obtained through interviews or public records, an announcement like a new partnership or project launch, or a milestone event that will reshape a brand’s future. “The news warranting an exclusive should be a truly unique opportunity that will impact the industry,” Joseph says. “This could be a large round of funding with prominent investors that will bring significant momentum, a high-profile acquisition or something else of major significance.”
As PR pros, securing an exclusive can have big impact and is an effective way to reach the right audience in a timely manner. However, the process of landing an exclusive can be tricky and requires careful planning and time to secure an embargo period. It also takes months, if not years, to build strong, trusted relationships with journalists and media outlets. So, when done incorrectly, an exclusive can damage those bridges.
PR professionals should only offer an exclusive to a journalist/media outlet that is a good fit for the story and will truly appreciate it. They should also be transparent about their expectations for the story, including if it’s on the record, off the record or not for attribution. It’s also important to note that offering an exclusive to a journalist or media outlet that already has a similar story in the works can deter interest from other publications and hurt your reputation for the long term.