There’s no shortage of news moments that warrant the headline “exclusive.” From local journalists getting tips on a big story before everyone else to well-placed media exclusives that catalyze broader coverage, PR pros have a lot of flexibility when it comes to generating content that stands out. However, deciding when and how to deliver an exclusive can be tricky.
To qualify as an exclusive, the news must be something that no other journalist or media outlet has access to or information on yet. This typically requires extensive research, whether through interviews or public records to ensure the story is accurate and reliable. It’s also important to pitch the right journalists and media outlets, ensuring they align with your client’s audience and editorial focus. It’s helpful to research their past coverage, and even look at the types of stories they publish in advance of pitching an exclusive.
Aside from identifying the right journalists and publications, it’s crucial to clearly communicate the terms of an exclusive. It’s common to include an embargo period (a time in the future during which other outlets can publish the story) and other specific requirements such as providing all the relevant information at a certain time.
While the weight of an exclusive can be heavy, it’s important to understand that it can also limit the amount of coverage a brand gets in the initial phase. It limits the opportunity for a broader initial launch, and it may not be possible to negotiate the same level of exclusivity with multiple outlets.