An exclusive report is a story that gives sole access to an announcement to one journalist or media outlet, giving them “first dibs.” It is not a common news strategy, but can be an effective way to ensure your news rises above the din of competing stories and announcements.
A successful exclusive requires careful planning, time to negotiate an embargo period and a commitment to only use this strategy for genuinely newsworthy moments. It also means carefully selecting journalists and media outlets that align with the company’s audience and goals and researching their editorial focus and previous coverage to understand what kind of content they typically cover. Then, you must be prepared to quickly supply high-resolution images and other documentation that expedites the reporting process. And finally, it is critical to clearly communicate the terms of an exclusivity agreement and provide an agreed-upon timeline to prevent hiccups along the way.
An exclusive is a big deal for any journalist or media outlet. Offering an exclusive sends a strong signal that you value and appreciate their audience and that you want to forge a relationship with them. To make sure you deliver on that promise, it’s crucial to write a compelling story with unique information and relevant context. You should also include clear and concise language and edit and revise the article to ensure it is accurate and flows well. Batching or denying another publication the opportunity to publish an exclusive can tarnish your reputation and damage relationships that take months, if not years, to build.
