An exclusive report is a story that is pitched to one media outlet or publication only. This can be because the journalist/outlet has secured an exclusive interview with a high profile person, it’s their first-to-file or it could be that they are offering the story as a one off so it can’t appear elsewhere – think “Scoop” which does mean that other media can’t broadcast the same information.
Pitching an exclusive to a media or news outlet will send a message that you value their coverage and are investing in building rapport and a continuing relationship with them. This also gives them the extra incentive to cover your story above and beyond any other competing outlets and publications.
In a time when everyone has access to all of the information on the internet at any given moment, exclusivity is a huge selling point. It’s what makes a story interesting and attention-grabbing.
If something is happening that is going to reshape the future of a company, industry or brand then an exclusive can be a very effective way to grab attention and gain media coverage. Examples of this would be a new partnership or acquisition, a celebrity coming on board, a big business announcement and so on.
When pitching an exclusive it is important to clearly communicate with the journalist/outlet that it is off the record until terms are agreed upon. It is also a good idea to include a clear embargo period in your agreement so that other outlets can’t publish the same content at the same time.