An exclusive report is a news article that is not shared with other media outlets, granting a journalist first dibs on publishing the story. This tactic can be an effective way to share impactful announcements, especially in a world where it’s often difficult to break through the din of competing news. However, successfully pitching an exclusive can be a complex endeavor that requires careful strategy and relationship building.
Ultimately, the best exclusives are those that have genuine news value, which can be determined by analyzing the current competitive landscape, the journalist’s editorial focus and recent coverage (Muck Rack research suggests journalists spend just 3-5 seconds reading pitch emails). An exclusive also needs to be compelling from a storytelling perspective, and PR pros should take care to ensure that the story is unique and relevant, with clear context and inclusion of exclusive information.
It’s worth noting that executing an exclusive can be a time-consuming process, requiring months, if not years, of nurturing trusted relationships with journalists. Additionally, granting an exclusive to one journalist means refusing other media outlets the same opportunity, which can tarnish future relationships and potentially burn bridges. Despite these risks, PR professionals who are able to execute an exclusive effectively can generate significant visibility and credibility for their clients and brands. This comprehensive guide will walk through the essentials of crafting exclusive pitches, selecting the right media targets and structuring mutually beneficial agreements that serve both journalists and PR professionals.