An exclusive report gives a journalist or media outlet sole access to a piece of news before it’s published in another source. It is often accompanied by a set deadline, called an embargo, that prevents other outlets from reporting the same news at that time or even later.
Exclusives can be a great way to secure attention for an impactful announcement, particularly when a firm has developed a solid relationship with a reporter and/or media outlet. They also help a story stand out more than a widely distributed press release.
To create an exclusive, PR professionals need to choose a relevant and interesting topic, conduct thorough research, develop a unique angle, and provide context to the audience. They also need to consider the timing of the story and ensure they have a clear agreement with their chosen outlet that they will not pitch the news to any other outlets.
A well-crafted exclusive will include information that other outlets can’t obtain, either from interviews or through public records. Additionally, the information should be credible and accurate. Finally, it’s important to use concise language that is easy to read.
It can be challenging to find the right balance between providing a truly exclusive and overgating content that may frustrate or detract from overall engagement. Ultimately, the value of an exclusive news article must outweigh any potential negative effects.
