An exclusive report is a buzzword in the PR world that refers to giving a journalist or media outlet sole access to a story or piece of news until it’s published. This type of story can help elevate a brand announcement above the din of competing headlines and can drive more engagement.
Typically, an exclusive story is embargoed and can include a celebrity shopping at a brand, a firm merger or acquisition, a new office opening, a team hire from a competitor or the resignation/appointment of senior leadership. The benefits of an exclusive are that it gives the journalist or media outlet a unique angle to tell your news and also signals that you value their coverage and are invested in building rapport with them and continuing a relationship.
In order to successfully execute an exclusive, PR professionals need to carefully select journalists and media outlets that align with the company’s audience and goals, understand their editorial focus and previous coverage in related areas and then be prepared to quickly supply high-resolution images or other documentation that expedites the reporting process. They must also clearly communicate the terms of an exclusivity agreement to avoid hiccups along the way.
In addition, if an exclusive report is not honored by the media partner, it can damage relationships and reputation. The impact may not be immediately evident in the resulting article but can have lasting implications on your ability to offer exclusives in the future.
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