While gating content can be a powerful tool to boost engagement, PR pros need to carefully consider which stories are worthy of exclusivity and ensure the value proposition justifies the restriction of access. It also requires a strong understanding of the media landscape and a clear agreement with the journalist/media outlet in order to prevent miscommunication.
PRos use exclusives sparingly and strategically to elevate important news that would otherwise get lost in the shuffle of daily announcements and media frenzy. However, the tactic comes with a few pitfalls that can damage relationships and tarnish the brand’s reputation.
One of the biggest mistakes is offering an exclusive to several journalists at once. Aside from the risk of burning bridges and causing conflict, this can create an imbalance in the relationship between your organization and the press. Additionally, if the selected reporter chooses not to run your news, or even worse, changes their mind last minute, it can deter other journalists and media outlets from pitching you in the future.
Joseph recommends contacting only one journalist at a time and clearly defining the terms of the agreement in your initial pitch. In addition, she suggests writing a short, succinct email to make the news stand out in the journalist’s inbox and use “EXCLUSIVE: [name of the reporter]” as the subject line so it is immediately noticeable in their inbox.