An exclusive report is a type of news article that is published in one place before—and often instead of—any other outlet. This strategy is a powerful tool for PR pros to share impactful announcements and elevate their stories above the din of competing announcements and articles.
To be effective, however, this tactic requires thoughtful planning and time to secure an embargo period and craft a quality story. It also requires a strong understanding of the journalist or media outlet you are pitching, including their audience and editorial focus as well as past coverage in these areas. Then, it’s important to work with a trusted partner who will understand your timelines and be able to quickly turn around the report, ensuring a smooth process from start to finish.
In addition, it’s critical that the exclusive be offered to a journalist or media outlet that aligns with the company’s target audience and goals. It is also a good idea to consider the ability of that individual to quickly turn around a report and ensure that they are able to honor the agreed-upon deadline for an embargo. Finally, it’s important to avoid batching news and denying other outlets the opportunity for an exclusive because it can burn bridges that may take months, or even years, to build.
Only big news deserves an exclusive, like a high-profile partnership or acquisition, the resignation or appointment of a senior leader, a new office opening or a product launch that will disrupt the industry. PR professionals who use this strategy wisely can help their news rise above the din of competing announcements and articles while creating a sense of urgency that drives reader engagement and word-of-mouth marketing.