An exclusive report is a news article that is not shared with other journalists or media outlets. It can have a big impact and generate significant buzz for a project, company or brand when executed well. An exclusive also allows PR pros to build rapport and long term relationships with the journalist or outlet that is privileged to have first access to the information.
Creating an exclusive report requires thorough research and careful planning. The key is to find an angle that has not been covered before, whether it’s a round of funding that is closing with interesting investors or a new partnership that has the potential to reshape an industry. Journalists typically have more time and resources dedicated to stories that are exclusive, which can result in more detailed and accurate coverage compared to a press release that is widely distributed.
Joseph recommends that PR pros approach their target journalist or outlet with the question: “If this was the only coverage on this story would you be happy?” If the answer is yes, an exclusive may be worth pursuing.
When an exclusive is negotiated, it is important that the journalist or media outlet understands all the terms of the deal. For example, the reporter must be made aware that they are not allowed to share the information with other media outlets until certain conditions have been met (embargo period or exclusivity). Providing high-resolution images and comprehensive information can help streamline the reporting process.