A buzzword in the PR world, an exclusive report is a news story that’s pitched to one media outlet and has been promised not to be shared with other outlets. This type of story is a great way to gain an extra level of interest from a journalist, and it also shows that you value their coverage and are invested in building rapport with them for future reporting opportunities.
A successful exclusive report takes careful planning, a quality story and time to secure an embargo period. PR pros also need to know how to select the right journalists and media outlets to pitch, based on their reach, credibility and editorial focus.
To make an exclusive work, the news should be impactful and something that can’t be easily shared with other audiences. Examples of this include a celebrity shopping at a brand, a firm merger or acquisition, or a senior leadership team hire from a competitor.
As with any pitch, it’s important to choose the right journalists and media outlets and provide them with all the information they need to craft a strong, clear and compelling article. It’s also crucial to be upfront about the exclusivity of your news, as batching it with multiple outlets can tarnish your reputation and potentially deter them from offering you future reporting opportunities.