A rare type of news article, an exclusive report grants sole access to a particular story or announcement to one journalist or media outlet and gives them “first dibs.” This strategy is typically reserved for impactful moments that may otherwise get lost in the din of competing articles or news reports.
It’s essential to select the journalist or media outlets that are most likely to be interested in an exclusive, based on their audience, editorial focus and past coverage. It’s also important to provide them with all the necessary information required for an accurate and thorough story, including high-resolution images and any documentation that expedites reporting. Finally, it’s important to clearly communicate the terms of the exclusivity, including an embargo period if applicable.
Offering an exclusive is a big deal for any journalist or media outlet and sends a strong message that you’re invested in building rapport and continuing to forge a relationship. It also makes your company’s news stand out from the competition. However, if you choose to offer an exclusive to a media outlet for a non-story or a story that’s already been shared, it can burn bridges and deter those journalists from covering your news in the future. A weak news angle that doesn’t have enough pique interest in the audience is unlikely to merit an exclusive, and reporters will quickly assess whether you’re trying to manipulate them. If they don’t run with the exclusive, you will have to wait until they’re ready to share another article on a new topic or announcement.