An exclusive report has become a buzzword in the PR industry that can help PR pros ensure their news rises above the din of competing announcements and stories. The strategy involves pitching an announcement to a journalist or media outlet exclusively, giving them “first dibs” on the story until it is published and shared with a wider audience. It’s a powerful way to build rapport with journalists and can also serve as an incentive for them to cover the news.
When to consider an exclusive report
Generally, PR pros will reserve exclusive reports for impactful announcements that could potentially reshape the future direction of a company or brand. This might include a new partnership or acquisition, the signing of a high-profile celebrity, or a funding round that will significantly alter a company’s future trajectory.
In order to make an exclusive announcement successful, Joseph and Prewett advise that it be something “newsworthy, unique and compelling.” They suggest leveraging data or statistics, an interesting angle on a known fact, or providing a different perspective that the journalists may not have considered. They also recommend offering an embargo period if possible, which can help set a clear timeframe for other journalists to publish the same story. They also warn against labeling every news item you send as an exclusive, as it can irritate journalists who can see right through this tactic. They instead recommend clearly stating the type of news you are pitching in your subject line to avoid any miscommunications and misunderstandings.