An exclusive report is news that has not been shared with other media outlets. When executed well, this tactic can generate a lot of buzz and visibility for a project or company. It can also be a great way to forge stronger relationships with key journalists and media contacts. PR pros typically only consider an exclusive for news that is truly unique and worthy of being first. For example, a $15M investment round with new investors may be an exciting story, but it is unlikely to generate a lot of attention as a standalone piece without additional context.
The psychology behind an exclusive is that people feel a greater sense of value for something that is scarce. It also helps to create a sense of exclusivity and belonging, which is often a core component of brand loyalty.
The biggest challenges with this strategy are that it takes months, if not years, to develop trusted relationships with journalists and other media contacts. It can also be challenging to maintain professionalism when sharing a potentially negative story with one journalist and then denying them the opportunity to share it with their peers. Additionally, the decision to go with an exclusive can burn bridges with journalists that could be detrimental to your media relations strategy moving forward. As a result, it is important to only use this tactic for newsworthy events and be very transparent about the exclusive arrangement. Additionally, it is essential to be able to provide high-resolution images and other detailed information to support journalists in their reporting.