A “exclusive report” is news that has not been shared with other outlets or publications. PR pros pitch this kind of news to a media contact with the understanding that they will have the first opportunity to run it (and potentially be given embargos). It can add an extra boost to a story and provide journalists and editors with the chance to claim that they were first on the scene, giving them added prestige and authority. For PR pros, offering an exclusive is an effective way to build rapport with a journalist and forge strong relationships with them.
However, it’s important for brands to carefully evaluate if a particular piece of news is worth an exclusive. Minor things – such as participation in an industry event, something that is already public information or a webinar you’re hosting – aren’t worthy of the label. The word ‘exclusive’ should be reserved for something truly big and newsworthy.
Aside from making sure that the news is worthy of an exclusive, it’s crucial for PR pros to carefully consider who they are offering the news to. It’s worth pitching an exclusive to a reporter that covers your industry and has a proven track record of reporting on this type of thing. This will not only ensure that they are the most interested party, but also give them a reason to be excited about the story, which in turn will boost its likelihood of being published.