The word exclusive is a big one in the world of media. It could be a local paper securing an exclusive interview with someone who went viral, or your favorite talk show securing the first-to-file on a jaw-dropping story. From a brand perspective, securing an exclusive can be a great way to show a journalist or news outlet that you value their coverage and want to build rapport.
However, when it comes to creating an exclusive report, there are a few things that you will need to keep in mind.
1. Importance: You will need to be able to demonstrate that the news you are sharing is meaningful enough to warrant an exclusive. This will require some research on the part of your team, as well as a clear understanding of what makes a story significant for your target audience.
2. Timelines: It is important to understand that exclusivity can mean a timeline for your news will need to be adjusted. It is likely that you will only have the ability to pitch one journalist/outlet at a time (unless you can secure multiple exclusives at once). It’s important to include response time and the time needed to follow up in your timeline so that you can plan accordingly.
3. Communication: It is important to communicate clearly with your journalist/outlet regarding the exclusivity of the news. This can include ensuring that they understand the importance of the news and agreeing to an embargo period for the story that will prevent other journalists from publishing the news at the same time.