A news article that is not shared with other media outlets or channels, an exclusive report is a way to create buzz around impactful and shareable news. It requires a lot of research, dedication and time to produce, but the payoff can be significant if it is executed well.
PR experts say that the most effective strategy for delivering an exclusive is to ensure that the content is truly unique and provides insight into your brand. They recommend focusing on the most compelling elements of the report, including a clear and compelling angle, exclusive information, expert editing, and a formal style that adds credibility. Only big things warrant an exclusive, such as a major acquisition or announcement that will impact your company or customers. A big launch or partnership with a high profile name also might warrant an exclusive, especially if it’s one that can’t be replicated in the future.
When deciding to offer an exclusive, experts recommend targeting journalists and media outlets with the right audience and editorial focus, and taking the time to understand their past coverage. They also advise ensuring that all the information they need is available, including high-resolution images and other documentation to expedite reporting. They advise avoiding batching or denying access to other reporters, which can burn bridges and negatively affect your media relations reputation moving forward.
Finally, experts agree that when pitching an exclusive, it’s important to keep the pitch short and sweet. They suggest using “EXCLUSIVE” in the subject line to stand out in the reporter’s inbox.
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