An exclusive report is a news story that is distributed to only one media outlet or publication before other outlets can publish it. This type of strategy is often used for impactful announcements that would otherwise get lost in the din of competing stories and information. When PR pros pitch an exclusive report to a journalist or outlet, they typically include a statement that specifies the story is under embargo and won’t be published until an agreed upon date and time.
This type of approach is effective because it taps into the psychological principle that people assign greater value to things that are harder to acquire or obtain. Exclusive content is also more shareable and creates social proof that can boost credibility and brand awareness. But the challenge is that executing an exclusive report requires extensive planning and careful execution. It can take months, if not years, to build trusted relationships with journalists and media outlets. And even if you do, it’s still important to be selective about the exclusives you offer and ensure the information is truly worthy of a standalone piece.
In order for a story to qualify as an exclusive, it needs to contain information that is not available anywhere else. This could be insight from an interview with a subject matter expert or new data gathered through public records. Also, it’s important to carefully research the journalist and media outlet to understand their editorial focus and the kind of topics they cover so you can provide them with relevant context that adds value to the story. And finally, make sure you’re prepared to quickly supply high-resolution images and other documentation that expedites the reporting process.