An exclusive report is a news article that’s not available on other channels. It’s a special story that demands attention, and is usually crafted with an eye towards building trust and credibility. It takes research, a clear and compelling angle, exclusive information, editing, and a formal style that can add power to the message.
Only big things warrant exclusive reports. This could be an acquisition of a competitor, an announcement that will change the industry or your customers, or an event or initiative that has never happened before and can’t happen again. A major launch or partnership with a big name might also warrant exclusives.
If you decide to go for an exclusive, only pitch it to one journalist/media outlet at a time. It’s not a good idea to label every single thing as an “exclusive” in the subject line of your email pitches, as this will only mislead and irritate journalists who can see through this tactic.
If you are offering an exclusive, do your homework to find a journalist who can make it work and who will truly appreciate your effort in making it happen for them. This will help you build rapport and a relationship that can be used in the future, and may help you get even more value from the story you are offering up.