An exclusive report is a big deal for a journalist or media outlet. It signals that the organization values their audience and is invested in forging a relationship with them. Oftentimes, an exclusive involves the news of a major company announcement like an acquisition, new product launch or executive hire that will impact a business. Other times, it could be the story of a celebrity using your brand or the announcement of an important partnership or event.
Offering an exclusive to a journalist or media outlet gives them “first dibs” on sharing your news and creates an emotional draw that can increase engagement with the content. However, as with any PR strategy, there are key considerations to take into account before pursuing an exclusive.
One thing that many PR professionals overlook when pitching an exclusive is the impact on other journalists who may be trying to break a story at the same time. It is important to be prepared for hiccups and have a backup plan in case your chosen journalist moves on the story before you can reach them.
Another important consideration is the length of the embargo period. Kirk recommends that PR pros keep the exclusive under an embargo for no more than three to four days. This can help ensure that the reporter will have enough time to work the story into their schedule before other outlets are able to publish the story. Lastly, it’s important to write a tight pitch that clearly indicates that it is an exclusive and that you will be contacting the journalist directly rather than sending a mass email to several targets. The subject line should read EXCLUSIVE: