An exclusive report is a news story that one publication runs exclusively, oftentimes because they broke the news first or gained sole access to a document or source before other media outlets. They are a critical component of journalism and can drive subscriptions, citations, and journalistic prestige. They also can be strategically given to favored outlets by political actors to shape a news cycle. Examples include exclusive interviews with politicians or company leaders, embargoed releases given to a single outlet before public release, and investigative collaborations like the Panama Papers or Pandora Papers.
For PR professionals, securing an exclusive can be a valuable opportunity to build trust and rapport with journalists, get detailed information to the right audiences, and support a high-priority business goal. The key is to understand what makes a story worthy of an exclusive and to approach each situation with a thoughtful strategy.
The first step is to identify a reporter or media outlet that aligns with the moment and can deliver an impactful piece of coverage. Next, choose a date that allows time for research and interview preparation (and any legal approvals) before the exclusivity period begins. Baking in a month gives the journalist a chance to work this new material into their editorial calendar, which can help reduce last minute requests for additional information. And finally, be clear with the journalist about the terms of the exclusivity – that way everyone knows what is expected of them.