An exclusive report is a news article that one media outlet publishes first, and does not share with any other outlets. This can be an effective way for PR pros to share impactful announcements and create a sense of exclusivity, but it requires careful consideration, preparation and execution. This includes thorough research, a unique angle, relevant context, and careful editing and revision. It is also critical to avoid over-gating content, as this can frustrate users and deter engagement.
PR professionals should offer an exclusive to journalists and media outlets that align with their target audience and goals, and who have the capacity and interest to quickly turn around a story. This may include researching their editorial focus and previous coverage to understand what kind of information they typically cover. Additionally, it’s important to be prepared to quickly provide high-resolution images and any other documentation that expedites the reporting process. Finally, PR professionals should be mindful of batching exclusives or denying other publications the opportunity to have an exclusive and avoid burning bridges that could deter future interest in their brand’s news.
When used effectively, an exclusive can be a powerful tool to elevate a story above the din of competing announcements and stories. It can also drive social proof and reinforce a feeling of exclusivity amongst audiences, which is often a key driver of engagement. However, navigating an exclusive can be tricky and requires careful consideration to avoid burnout, misalignment with strategic objectives, or even legal issues.
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