A coveted type of news article, an exclusive report gives a journalist or media outlet sole access to a piece of news before it’s shared with other outlets. This can be an effective way for PR pros to share impactful announcements that may struggle to break through the din of competing stories and news in a busy media landscape.
When determining whether an exclusive is warranted, it’s important to consider the merits of the news and what will make it stand out. “An exclusivity is only meaningful if you can provide an angle that no one else has,” Prewett says. “This could be a new data point, an industry trend, an event, or an unannounced product launch.”
Once you have an agreement in place, it’s important to choose the right journalists and media outlets. A journalist’s reach, credibility, and previous coverage are all important factors. It’s also crucial to offer the exclusive well in advance of your desired publication date, which allows for thorough research and quality storytelling. Lastly, make sure everyone involved is clear on the terms of the exclusive and any embargo period.
Writing a good exclusive report requires a lot of hard work and planning. To ensure the article is successful, it’s essential to have a unique angle, include relevant context, and use clear and concise language. Additionally, it’s a good idea to proofread the article for spelling and grammar errors before sending it off. Finally, don’t get too caught up on making the first draft perfect; it’s okay to have a few rough patches at the beginning.