When executed well, a news exclusive can generate a big buzz and boost visibility for your project or brand. But it also comes with its fair share of risks. One of the biggest is that if you give a story to one journalist or media outlet exclusively, it denies other journalists the opportunity to run the news. This can burn bridges in the long run, negatively impacting future media relations with other outlets and reporters.
To avoid this pitfall, experts suggest only pitching an exclusive when the news is truly a first-to-market development. Prewett says PR pros should do their homework to understand the audience, editorial focus, and previous coverage of a particular outlet or journalist before asking for an exclusive. They should also be prepared to provide thorough and detailed information, including high-resolution images, project descriptions, and any other documentation that would streamline the reporting process for journalists and editors.
The exclusivity strategy can be effective for law firms, which often have to compete with large corporate clients for attention and coverage. An exclusive can help to elevate a message that may otherwise fall on deaf ears among a sea of competing announcements, such as a firm merger or acquisition, a new office opening, a senior or team hire from a competitor, or the resignation/appointment of a senior leader.