An exclusive report is a news article that has been given sole access to one journalist or media outlet, giving them the opportunity to be the first to publish. It can be a great way to create buzz around impactful announcements or help brands stand out from the competition when the news is significant or highly relevant.
PR pros who want to leverage this strategy should be mindful of when an exclusive is warranted. In general, it should be reserved for something that will have a meaningful or dramatic effect on a market, industry or brand, such as a firm merger or acquisition, a new office opening, a senior or team hire from a competitor, or a leadership change. It also requires careful research to ensure that the information being shared is truly unique and includes necessary context for readers. It also requires an agreed-upon timeline for an embargo and clear agreements to avoid hiccups that can derail the entire process.
Offering an exclusive sends a strong signal to journalists that you value their audience and are invested in building rapport and a future relationship. But it’s important to be transparent about the fact that you are offering an exclusive and honor that commitment – batching or denying another publication the chance to have an exclusive can tarnish your reputation and burn bridges that take months, if not years, to build.