A well-placed exclusive report is a powerful way to generate media coverage, but it requires careful consideration of the impact, timing, and cost. It’s also important to ensure that the news is truly unique and will add value for journalists and readers. A few tips from our PR experts include:
Only big things warrant an exclusive, whether it’s a major acquisition, a partnership with a celebrity or other high profile figure or a launch that will change your industry. Only then will you be able to ensure that the news is heard above the din of other announcements and stories competing for attention.
Before pitching, do some research into the journalist or publication to understand their audience, editorial focus and previous coverage. Then, tailor your content to align with their interests. Be sure to mention that it’s an exclusive in the subject line of your email so that it is clearly differentiated from other press releases. And remember to offer a clear embargo period if appropriate (i.e. a set date when the story is only available to one publication).
Ideally, your exclusive should be something that no other media outlets have access to or information on. This could be data that you have gathered through interviews or public records, or a new angle that has not been explored by other publications. To develop this, consider speaking to subject matter experts and conducting thorough research. Include this information and context in your article and use clear, concise language to make the article easy to read.
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