We’ve all seen a headline that reads “exclusive report.” This is news coverage that has not been shared with other media outlets. For PR professionals, this type of news can create big visibility and buzz for your brand or project. When executed well, it can also drive a lot of attention and engagement on social media. But, securing an exclusive can be tricky and requires careful planning and execution to ensure the story gets the publicity you want.
It is important to clearly define what your exclusivity entails and negotiate it with each journalist. Often, this can include an embargo period that determines when other media outlets can publish the story. Having this clear agreement from the outset can help reduce confusion and miscommunication, ultimately ensuring that your exclusive is delivered in a timely manner and with the desired impact.
In addition, securing an exclusive can allow you to work closely with a journalist and their team to ensure that they understand the full context of your news, which can result in more accurate and detailed reporting compared to a more broadly distributed announcement. It is also a great way to build rapport with journalists and to establish future opportunities for your company or projects.
However, it is important to note that only a few projects and moments are exclusive enough to be worth the exclusivity. Minor things, like a new website re-design or participation in an industry event, are generally not worthy of an exclusive. Also, labeling everything as an exclusive may confuse and irritate journalists (think: the boy who cried wolf), and can harm your credibility in the future.