An exclusive report is news that has been shared with a single journalist or media outlet before being distributed to other outlets. Often, this is because a news item is of extraordinary originality, importance, surprise, or secrecy. This type of story can make a big impact on brand awareness and can be very useful for startups that have difficulty getting their voice heard in a noisy world.
There are many ways to pitch a story as an exclusive. You can send it far and wide to a national media list. Or you can choose to work with a few select journalists who are likely to be interested in the topic. The downside of the latter option is that you risk alienating journalists who might otherwise be receptive to your news. In the worst case scenario, these journalists could refuse to cover your news in future because of the negative association with a previous exclusive they received from another source.
When to Consider an Exclusive
Before you decide to pursue an exclusive, take the time to conduct thorough research and find a unique angle on your news. This can be achieved through researching existing reports, conducting interviews, or even using public records to uncover new developments.
The key is to pick something truly newsworthy that has the potential to capture the interest of a specific journalist or publication. It’s not enough to simply announce your latest product launch or share a round of funding, it must be a story that is likely to cause ripples in the industry and spark interest.
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