An exclusive report is a news article that is not shared with other media outlets or publications. This type of news announcement can help a brand get above the din of competing news and announcements by making their announcement seem more impactful and interesting. It can also boost the reputation of a company or brand by establishing them as a trustworthy source. However, the exclusive approach can be risky and is often more effective when used sparingly.
In order to be effective, an exclusive report must be offered to a journalist or media outlet that aligns with the target audience and goals of the company, has a history of covering this topic and is a known, trusted partner. It also requires a good amount of lead time to ensure that the reporter can thoroughly research the story and develop a strong angle. It is important to include high-resolution images and other documentation that will expedite the reporting process. Finally, the PR team must be prepared to honor the exclusive agreement with a mutually agreed upon embargo period. Batching an exclusive to multiple media outlets can tarnish a relationship and deter future interest in your company or brand.
Only certain types of news merit an exclusive report, such as a big announcement from a company or event, a new partnership or announcement with a high profile person or a significant new product release. An exclusive report can also be a great way to build trust and a solid rapport with a journalist or media outlet, which can be very beneficial in the long run.
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