An exclusive report is a news story that is shared first by one media outlet. It is a highly coveted piece of content that can be used to build credibility and trust. Landing an exclusive requires careful planning and a deep understanding of each journalist’s audience, editorial focus and past coverage.
A good exclusive can stand out from the din of competing announcements and stories in a journalists’ inboxes, helping to raise your brand’s profile and drive high-priority business goals. Only the big stuff warrants an exclusive, such as a major acquisition, partnership with a high profile figure or a new launch that will have significant impact on your audiences.
It takes time to work through the details of an exclusive, and journalists are often up against deadlines and other commitments. Providing them with enough lead-time to make the piece is a win for everyone. A month is ideal, but even two to three weeks can be doable if you’ve got all your research and planned questions mapped out ahead of time.
PR pros typically work closely with the journalists that take up an exclusive, with more control over narrative and distribution than would be the case for a regular piece. This is a great way to build rapport and long-term relationships with the media. It also gives you more control over the story’s tone and language, ensuring it is accurate and that the key messages are heard loudly and clear.
About the Author
