An exclusive report is an announcement that a PR professional pitches solely or first to a journalist or media outlet, giving them sole access until it reaches a broader audience. Often, this is accompanied by an embargo. This strategy is used to ensure that your news can be heard above the din of competing announcements and stories. It can also increase engagement and shareability by creating a sense of scarcity.
The effectiveness of this strategy is driven by a fundamental principle in human psychology: people tend to assign higher value to things that are harder to acquire. Exclusive content can also create a sense of belonging to a select group, which in turn drives brand loyalty and participation.
When done well, an exclusive report can have a significant impact on your brand’s overall reputation and media relations. However, it’s important to use this tactic wisely and only for truly newsworthy moments. For example, an exclusive story should be tied to a new piece of information that can only be obtained through an interview or public records or a big project milestone that could affect future customers.
It’s also critical to research journalists and media outlets carefully to identify the ones most likely to be interested in your exclusive. This includes learning about their audiences, editorial focus and past coverage. It’s also important to be prepared to quickly provide high-resolution images and any other documentation that will expedite the reporting process.