The buzz word “exclusive report” can feel like a PR sleight of hand, but in the hands of a skilled communications professional, exclusives can elevate your media relations program. In essence, the term means pitching an announcement exclusively to a journalist or media outlet, often with an embargo period until the news can be published more widely. Examples of this might include celebrity shopping at a brand, new leadership hires or promotions, and major acquisitions that will impact the future of a business.
PRos can make exclusives work for them by carefully selecting a reporter or media outlet that aligns with their audience, has the capacity to report on the story, and who has a history of doing so. And they can ensure a smooth process by giving the reporter ample time to research and write their story – ideally a month, but two-to-three weeks is doable.
PRos also need to be careful not to overuse the exclusive report designation, says Prewett. “Adding ‘exclusive’ to every single pitch can mislead (and irritate) journalists and position you as the boy who cried wolf.” Batching exclusives isn’t only bad for credibility, it can burn bridges and tarnish relationships. Instead, save the exclusives for big, newsworthy moments.
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