An exclusive report allows a journalist sole access to a news story before it’s published elsewhere. It can create a buzz around impactful announcements or news that may be difficult to garner attention otherwise.
When deciding to offer an exclusive, it is important that the news angle is strong enough to warrant exclusivity. If it’s not, the reporter is likely to quickly assess that you are trying to entrap them and will not view your firm or client as a trustworthy partner for future exclusives.
Journalists and media outlets also take great pride in being able to offer their readers unique, first-hand information that they cannot find anywhere else. This means that you will need to provide new insights from an expert interview, data collected through public records or a fresh perspective on a familiar announcement.
If you are pitching an exclusive, make sure you do so well in advance of the desired publication date to ensure that there is adequate time for research and quality storytelling. Additionally, you will need to be prepared to quickly supply high-resolution images and any other documentation that expedites the reporting process.
Gating content can also be a powerful way to create exclusivity, but it is critical to strike the right balance. Overgating content can reduce engagement, so it’s important to be selective about which stories you choose to gate and ensure that the value proposition clearly justifies access restrictions.