An exclusive report can be a valuable asset to any PR strategy, driving major buzz and visibility for a project or brand. But it’s important to understand the implications before you decide to offer up a scoop. When done well, an exclusive can make a big impact on the media and boost your reputation with the journalist you’re pitching. It can also be a great way to forge stronger relationships with journalists and other outlets. However, when offered to the wrong reporter or outlet, it can backfire.
Ultimately, an exclusive is only worth doing for news that’s truly unique and worthy of being first. It can be a new angle that’s not been covered before, a significant round of funding with interesting investors, or a big partnership announcement that could reshape an industry. For example, a news story like this would be valued by a reporter at the NY Post who focuses on breaking business news.
As PR pros, it’s critical to select the right reporter and outlet for an exclusive. It should be a publication that aligns with your client’s target audience and their editorial focus, as well as a journalist you can work with. Be sure to set clear deadlines and an embargo period to allow time for thorough reporting and quality storytelling.
The downside of offering an exclusive to a journalist or outlet is that you risk alienating literally every other outlet in the market who wants to publish the same news. This can be a big risk to take, particularly if you’ve burned journalists in the past.