An exclusive report is a news story that has not been published in any other media outlet. It typically has to be requested and vetted by the media outlet or journalist before they can run it. An exclusive can give a brand more credibility and attention from the media if it is able to get the story out first. It also helps build relationships with the media, which is important in PR.
Providing exclusivity to users can increase user engagement. Users will want to keep coming back to gain access to new content, and may recommend the brand to others. Exclusive content is also effective at building loyalty because of the psychology of scarcity — users believe that things that are harder to acquire are more valuable and worth the effort of obtaining them.
When pitching an exclusive to a reporter or media outlet, it’s important to be transparent about the terms of the agreement and clearly communicate any embargo periods. A long lead time gives the media outlet more room to conduct thorough research and quality reporting. It also shows that the brand values the reporter or media outlet’s coverage and wants to maintain a positive relationship with them in the future.
Obtaining an exclusive can be difficult, and the impact of a botched offer can have lasting consequences on the reputation of both the media outlet and the brand that provided the exclusive. In order to successfully leverage this strategy, it’s imperative that PR professionals select the right journalist or media outlet to work with, and honor their request for exclusivity in a timely manner.
