A well-executed exclusive report can drive momentum and visibility for an event, project or company announcement. It can also forge stronger relationships with journalists and media outlets that will be beneficial for future projects and initiatives. The key is to carefully consider what qualifies as an exclusive and to ensure the news you are sharing is truly unique and worthy of being first.
It is also important to note that an exclusive does not mean you can’t share your news with other publications after it has been published once by the journalist you chose to partner with. However, if you are pitching the story as an exclusive, it should be embargoed until they have had a chance to publish the story. Otherwise, other breaking news may take priority and the exclusivity you have worked hard to create will be quickly lost.
Adding “EXCLUSIVE” to the subject line of every pitch isn’t going to get you very far. Exclusives are reserved for big news and should be pitched to a reporter who regularly covers that type of information or industry. Labeling your pitch this way will only mislead and irritate the journalist, positioning you as the boy who cried wolf and potentially hurting your credibility. Instead, focus on getting to know the reporters and publications you are pitching, understand their needs, audience and editorial focus on the subject, and tailor your content accordingly. This will help you to ensure you are providing a value-add and not just wasting the journalists’ time and your own resources.
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