An exclusive report is news that a journalist or media outlet has first access to and can publish before anyone else. It’s a big deal for journalists and can be a way to build trust and influencer relationships. However, there is a fine line between offering an exclusive and overstating it to be seen as important. It is important to assess the weight of a story and its impact on audiences before labeling it as an exclusive or risk alienating journalists.
Depending on the story, an exclusive can be anything from a high profile interview with a celebrity or key influencer to a big partnership announcement or major project launch. It can also be a unique angle that hasn’t been covered before or a breaking piece of news such as the acquisition of intellectual property by a design brand.
When pitching an exclusive, it’s important to consider the journalist or media outlet’s audience, editorial focus and past coverage in order to ensure it has the potential to be a big deal for their readers or viewers. It’s also important to offer the exclusivity well in advance of any desired publication dates to allow time for thorough research and quality storytelling. It is crucial to be clear about the terms of the exclusive, including an embargo period to avoid confusion or miscommunication.
Pitching an exclusive sends a message to the journalist or media outlet that you are invested in building rapport and continuing to build the relationship, as well as adding value beyond what is available from competing outlets and publications. Providing extensive supporting materials and details, such as high-resolution images and descriptions of the projects, can streamline their reporting process and increase the quality of the final article.