An exclusive report is when a brand or company offers a single journalist or media outlet the chance to cover their news first, before anyone else. This can create a sense of exclusivity around the story, and can increase its impact.
However, there are also some risks associated with deciding to go the exclusive route, and it is important that you weigh these carefully before proceeding. If you are pitching an exclusive, it is important to make sure that the journalist or media outlet is a good fit for the news and will be able to do it justice.
Consider things like the reporter’s audience, editorial focus and past coverage. It’s also important to offer the exclusive well in advance of your desired publication date to give the journalist time to conduct thorough research and tell a compelling story. It is also worth pointing out that going exclusive can limit your ability to reach a wider audience through other media strategies such as press releases and targeted pitches.
In journalism an exclusive is called a scoop, and it can carry some significant weight in terms of prestige for the reporter who breaks it. However, you should be careful not to oversell the exclusive and promise more than is possible – this can tarnish your relationship with the journalist or outlet, and could lead to disappointment when you can’t deliver on what you have promised.