When a company or brand decides to offer only one media outlet a chance at publishing their news first, it’s called an exclusive report. While some PR pros and journalists have mixed feelings on the weight of an exclusive, it can be a great way to ensure that a story gets covered.
To make a story an exclusive, it must be something that no other journalist or outlet has access to or information on. This means the brand needs to conduct thorough research and obtain data through interviews or public records. The story can also be a new angle that hasn’t been covered before or a breaking news story like a partnership announcement or major project launch.
Aside from the research, a lot of work goes into making an exclusive article, so it’s important to understand the needs and expectations of the journalist or outlet you’re pitching it to. For example, labeling everything an “exclusive” in the subject line of a pitch will only mislead or irritate journalists because it’s a clear signal that you haven’t taken the time to understand their needs and editorial focus on the topic.
It’s crucial to identify which journalists or outlets are a good fit for your exclusive story by researching their past articles and understanding their audience and editorial focus. You can then tailor your approach and messaging to align with those preferences. For example, if you’re a designer or architect, targeting interior design publications that focus on home improvement will increase the likelihood of your pitch being successful.