A rare and coveted type of news article, an exclusive report is a story that is only published in one media outlet. This can be an effective way for PR pros to share impactful announcements, but it requires careful consideration and preparation. In addition to research, a unique angle and relevant context, it also takes time to edit and revise the piece before publication.
For a successful exclusive, it’s important to carefully select journalists and media outlets that align with the company’s target audience and goals. This includes researching their editorial focus and previous coverage to understand what kind of content they typically cover. It’s also critical to clearly communicate what is required for an accurate and thorough story. This may include high-resolution images and other documentation that expedites the reporting process. Finally, an exclusivity strategy should only be used for genuinely newsworthy moments. Batching news and denying other journalists the opportunity to publish an exclusive can burn bridges and negatively affect the company’s media relations reputation moving forward.
Ultimately, only big things warrant an exclusive report – such as a major acquisition, a partnership with a celebrity or other high profile figure, or a launch that will change the industry. Using this tactic wisely can help PR pros ensure their news is heard above the din of competing announcements and stories. Exclusive reports also tend to be more shareable, creating a sense of urgency for others to get access.