An exclusive report is a news article that is not shared with other media outlets. This type of news can be effective for PR professionals to share impactful announcements, but it comes with a number of risks that should be considered carefully.
PR experts say that it’s important to carefully consider whether the news you have warrants an exclusivity. There are many times when the news is significant enough, but it doesn’t mean that you should immediately offer an exclusive to a reporter or media outlet.
It’s critical that you know your audience and the reporters who cover your news. If you are offering an exclusive to a reporter or media outlet, it is essential that you call out this fact in the subject line of your pitch. This will help the reporter recognize the type of story that you are pitching and it helps set expectations for both parties.
Also, you should always give the reporter an opportunity to review the information and assets that you are sharing with them, including third-party references, on the record interviews, and any other background details. This will help the reporter determine if the news is truly unique and worthy of an exclusive, and it will also allow them to prepare for your interview with a spokesperson.
Finally, it’s always a good idea to offer an exclusive to a reporter or media outlets with whom you have an existing relationship. This will help ensure that you get the news in front of the right audience and it will also build trust and open the door for future collaborations.