When a company or brand shares a story that is exclusive to one media outlet or publication, it can be an effective way to generate buzz and visibility. This type of news is often embargoed until a certain date and can have a sense of prestige attached to it because journalists want to be the first to report on the news, adding a level of exclusivity that increases readership.
To be an effective tool, an exclusive report needs to be well executed, which includes carefully selecting the journalists or outlets to pitch it to and ensuring they are the right fit for the news. This can be done by researching the publications’ past coverage and identifying what types of stories they typically cover. It can also be helpful to provide high-resolution images and other documentation to expedite the reporting process.
Ultimately, it’s important to remember that exclusive reports only work when the news is truly exceptional and warrants an element of exclusivity, such as an acquisition or a project launch that will reshape the future of your company or industry. It’s not appropriate to label every press release as an exclusive, which can confuse and irritate journalists and positions your organization like the boy who cried wolf.
Choosing to offer an exclusive report can be a powerful strategy when it is used in conjunction with other marketing tools, such as a well-written press release, video and boosted social posts. It can also be leveraged to boost brand awareness in an effort to build a following and encourage loyalty among customers.
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