An exclusive report is an article that is not available to other media outlets. A good exclusive requires time, research and dedication to write and publish. An exclusive report may include a variety of elements, including identifying a story idea, conducting thorough research, writing a storyline with a unique angle, providing context, including exclusive information and using clear and concise language. It can also require extensive editing and revisions.
For journalists, an exclusive can be an excellent way to gain first-to-file status and boost their credibility with readers. However, there are some downsides to exclusivity, too: Sometimes other breaking news will overshadow the exclusive, causing it to be delayed in publication or diminished in prominence. Additionally, limiting initial coverage to one outlet can miss the opportunity for broader simultaneous coverage, which is essential for achieving maximum visibility for your announcement.
Before pitching an exclusive, make sure your news is worthy. It must be something that is truly unique and of interest to your audience. For example, a major merger or acquisition is newsworthy and could warrant an exclusive. The same goes for a new product launch or a CEO making a major announcement. Avoid pitching everything as an exclusive — this will only confuse and irritate journalists. Instead, pitch your news to a few key journalists that you trust and who are already covering your industry. This will help to build rapport with them and set the stage for continued engagement down the road.