You don’t need to work in media to know that the word “exclusive” is a big deal. A well-executed exclusive can elevate a brand announcement from industry update to breaking news. It can also bolster a journalist’s credibility and reputation with their audience. But the word comes with some hefty responsibilities and etiquette.
When you pitch a reporter an exclusive, it means that they will be the first to share this news with their audience (or at least their audience before other publications). This is different from an embargo which requires a publication to wait for other sources to publish before sharing. Exclusives may be granted for sit-down interviews (often negotiated by press offices to control message framing), large investigative collaborations with multiple outlets or an embargoed release that can’t be broken before a specific date for legal reasons.
Adding “EXCLUSIVE” to the subject line of every pitch isn’t just an effective way to get email opens, it’s a quick way to burn bridges with journalists and make them very grumpy. Exclusivity is only reserved for the most significant, newsworthy moments. Labeling every pitch an exclusive will confuse your audience and put you in the position of the boy who cried wolf.