A strong exclusive report can elevate a brand’s story and make it stand out from the crowd of competing announcements, but navigating this PR tactic requires thoughtful planning and time to secure an embargo period. A quality exclusive story requires unique information and context, a compelling angle and expert writing to add authority and credibility.
An exclusive report is an article that one publication publishes before—or instead of—any other version of the news. It can be a written piece or a video and may involve a celebrity, an event or the resignation/appointment of a senior leader. This type of news carries high value or interest to the target audience and can help establish a reputation, drive traffic, and boost search engine optimization.
Only big things warrant an exclusive report, such as a firm merger or acquisition, a major project launch, partnership with a celebrity or other high profile figure or a significant announcement that will impact a company’s customers or the industry. PR pros must carefully select journalists and media outlets to approach, understand their audiences, editorial focus and past coverage to offer an exclusive.
It’s also critical that a PR professional be prepared for hiccups in timing and offer an alternative angle for the journalist should the initial story not resonate. Batching or denying another media outlet an opportunity for an exclusive can burn bridges with media contacts and damage a company’s media relations reputation moving forward.
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