The exclusive report has become a buzzword in PR but it’s still a powerful tool that can help elevate an announcement and build momentum. Essentially, it refers to giving a journalist or media outlet sole access to a piece of news until it reaches a broader audience, often through an embargo. Examples of this include celebrity shopping at a brand, firm mergers or acquisitions, office openings and the departure/appointment of senior leadership. In this environment of din, where it’s challenging to cut through the noise and reach your target audiences, securing an exclusive can give you that added push that is needed to ensure that your message is heard.
To successfully execute an exclusive, PR professionals must take time to select journalists and outlets that align with their audience and goals, have the ability to turn around a story quickly and be known as trusted partners. They must also be prepared to provide high-resolution images and any other documentation that may expedite the reporting process. Additionally, an agreement must be in place to clearly communicate the terms of an embargo period and prevent hiccups along the way.
While an exclusive can flatter a writer and pique interest, PR experts warn that it’s important not to over-use this strategy. Batching or denying another publication the opportunity to share a story will ultimately damage reputations and can hurt relationships that have taken months, if not years, to build. This is especially true when an exclusive isn’t deserved and can come off as insensitive to those with whom a relationship has been built.