The exclusive report has become a buzzword in the PR industry and can be a powerful tool to elevate your story. Essentially, it means pitching the story to one journalist or media outlet first, giving them sole access to an announcement until it reaches a wider audience. Often, this is an embargoed piece and it can include celebrity shopping at your brand, a new office opening, or the resignation/appointment of senior leadership.
Using this strategy effectively can help PR pros ensure their news is heard above the din of competing announcements and stories. And because exclusivity creates a sense of scarcity, people are more likely to share it with their networks and potential customers, which can catalyze word-of-mouth marketing.
But it’s important to note that the exclusive report must be offered to a journalist or media outlet that aligns with your brand’s target audience and goals, has the ability to quickly turn around a story, and is a known, trusted partner. It also requires an agreed-upon timeline for an embargo and clear agreements to avoid hiccups. “Batching or denying another publication the opportunity to have an exclusive can not only deter future interest in your brand’s news but can burn bridges that take months, if not years, to build,” Kirk says.
Ultimately, PR professionals should offer exclusive reports to the right journalists and media outlets at the right time, to maximize their impact. It takes thoughtful planning, time to secure an embargo period and create a quality story, as well as a strong understanding of the benefits of exclusivity.