An exclusive report is a news article that is not shared with other media outlets. It takes a lot of planning and dedication to write a quality exclusive report because it requires a unique angle, compelling information, and context to ensure the story stands out from the competition. However, it is a powerful tool that can help PR pros share impactful announcements with their audience.
Exclusives have become a buzzword in the PR industry, and when used effectively, can be an effective way to elevate a press release. However, PR pros must carefully select journalists and media outlets that align with the client’s target audience and goals. This may include researching the publications’ editorial focus and previous coverage. It is also important to provide high-resolution images and any other documentation that can expedite the reporting process. Additionally, PR professionals must be ready to face any hiccups that may arise during the process of securing an exclusivity, such as when a journalist decides to cover a different aspect of a story or has a different agenda than originally expected.
Only big things warrant an exclusive – for example, a major acquisition, a partnership with a celebrity or high-profile figure, a launch that will reshape the industry, or a milestone event like closing a large round of funding with prominent investors. Using this tactic wisely can help PR pros ensure their news is heard above the din of competing announcements and stories, and creates a sense of scarcity that can drive audience engagement.
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