An exclusive report has become a PR industry buzzword and can be a powerful tool to help elevate newsworthy moments. In essence, it means pitching a story to a journalist or media outlet exclusively and giving them sole access until the news reaches a larger audience, such as through an embargoed release. Examples of this can include a celebrity shopping at your brand, an announcement of a new partnership or big launch, the departure/appointment of a senior leader and so on. Using an exclusive can make your news stand out in a sea of competing stories, and can drive high-priority business goals.
It takes thoughtful planning and a good understanding of the value of an exclusive to execute one effectively. Choosing the right journalist or media outlet, baking in time for an appropriate embargo period, and clearly agreeing to all terms of the exclusive are key. If not done correctly, it can backfire and create a negative experience for all involved.
Kirk says to avoid overusing the word “exclusive” in pitches, and only use it for major, newsworthy moments that warrant the attention of a journalist. Calling everything an exclusive can mislead journalists and position you as a boy who cried wolf, detracting from your credibility and possibly burning bridges that took months, or even years, to build.
PR pros often work closely with journalists on exclusives and have a greater say in the final story, which is another reason it’s important to choose the right journalist or media outlet for an exclusive. If not, it can lead to a frustrating process of back-and-forth on small edits and inconsistencies that take away from the overall value of the story.