You’ve probably heard the term “exclusive report” tossed around before, perhaps in a news broadcast or a conversation with a colleague. It’s an exclusive piece of news that gives a journalist first access to important information or developments in the field, creating excitement and anticipation amongst audiences.
It’s a big commitment, and you want to be sure that it’s worth the effort to pitch to an outlet. Consider the size of their audience, the credibility of the publication, and the likelihood that they’ll follow up on a story you pitch. If you’re going to pursue an exclusive, it’s a good idea to give yourself and the reporter ample time to develop the story – from interviews to asset preparation and research. Thoroughly preparing your materials – including high-resolution images, project descriptions, and third party references – streamlines the reporting process and increases the likelihood of a positive coverage outcome.
Pitching an exclusive to a reporter or media outlet sends a message that you value their coverage and are invested in building rapport and a continuing relationship. It also offers them the added incentive to break the story and gain a competitive advantage over other outlets that may be able to report on it later. An exclusive isn’t to be confused with a scoop, which means that other media can’t air the same information. Instead, an exclusive is exclusive to one particular media outlet to start with. Then, other outlets can report on the same story but with a reference to the original source.
