An exclusive report is a news article that’s not shared with other media outlets, giving one publication first dibs on the story. It can be a powerful way for PR professionals to share impactful announcements and build brand trust and credibility. But it’s not an effective strategy for every story and requires thoughtful planning, time to secure an embargo period, quality content and more.
Only big newsworthy moments warrant exclusivity, such as an acquisition or a merger that will reshape the market, a high-profile partnership or acquisition and major product launches. Often times, these moments require data, exclusive interviews or other key information that can’t be found anywhere else.
A strong exclusive also needs to be backed by a credible source who has the authority to share the story, as well as an audience that will care about the news. This is why it’s important to carefully research your target journalists and media outlets to understand their audiences, editorial focus and past coverage. And, always pitch the right story to the right journalist at the right time — this can make or break your success.
Additionally, putting “EXCLUSIVE” in the subject line of your pitches is not only misleading but also annoying to journalists. They can quickly see through this tactic and can feel slighted by your lack of respect for their time and attention. Adding this phrase to every single email will only mislead and irritate them and position your brand as the “boy who cried wolf.” Only use this technique for big newsworthy stories that aren’t easily available elsewhere.