An exclusive report is news that appears first in a single media outlet. This can be an embargoed story that isn’t published until a set date or an un-embargoed story that is released at the same time as other outlets. Regardless of whether it’s embargoed or not, an exclusive can have a big impact on the coverage and readership of your brand. While PR pros and journalists may have mixed feelings about the weight of an exclusive, it can be a powerful tool in getting your story covered and driving engagement.
The deciding factor in whether or not an exclusive is worth it is if your news warrants it. A big round of funding with new investors, a significant partnership that will have an impact on your industry, or a company milestone like a project launch or acquisition could be worth the exclusivity. But don’t label every pitch as an exclusive – that’s likely to mislead and irritate reporters and put your brand in the “boy who cried wolf” position.
Once you’ve decided to go with an exclusive, give yourself and the reporter enough time to develop the story. That’s especially important if the story is going to be an embargoed one. It allows both parties to schedule interviews, provide assets, fact check, and ensure that all of the information in the final piece is accurate. It also lets both parties focus on the news itself and avoid having to keep reaching out for more information just to fill in gaps in the story.