An exclusive is a story that only one reporter or a small group of reporters has obtained. In media relations, offering an exclusive means giving one outlet the story first, and alone, in return for prominent coverage, before the news is shared more widely.
The Agility PR glossary defines an exclusive as a story that only one reporter or a small group of reporters has obtained. For journalists, that is valuable: being first with a story is a competitive advantage. For a source, offering an exclusive is a way to secure serious attention from one outlet that might otherwise be lost in a crowd.
The trade-off is that other outlets are, by definition, left out. An exclusive can win a stronger, more prominent story, but it can also annoy reporters who were not chosen, and it depends on the chosen outlet actually running the story. Because of this, exclusives are best saved for news that is genuinely significant to that outlet's audience.
An exclusive often works together with an embargo. The reporter receives the information early, agrees to hold it until a set time, and the wider release goes out after the exclusive story runs. The terms should be agreed clearly beforehand, in writing where possible: what is included, how long the exclusivity lasts, and what happens if the story is delayed.
How to: 1) Pick the one outlet and reporter whose audience matters most for this news. 2) Offer the exclusive in a short pitch with the headline fact and a date. 3) Agree the terms, including the exclusive window. 4) Do not shop the same story elsewhere during that window. 5) Release the story to everyone else after the exclusive runs, and thank the reporter without asking for changes.
QUESTIONS
What is an exclusive in PR?
It is a story offered to, or obtained by, only one reporter or a small group before anyone else. The source gives up wide early distribution in exchange for a stronger, more prominent piece.
What is the difference between an exclusive and an embargo?
An exclusive limits who gets the story first. An embargo limits when anyone can publish it. They are often combined: one outlet gets the story early under embargo, then everyone else gets it at the release time.
Should I offer an exclusive for every announcement?
No. Save exclusives for news that is truly significant to a particular outlet's audience. Offering one for minor news wastes goodwill, and offering the same 'exclusive' to several reporters damages trust.
What are the risks of an exclusive?
The chosen outlet may run the story small or late, and reporters who were excluded may feel slighted. Agree terms up front, and be honest about the news value so the outlet can decide if it is worth its time.
SOURCES
Last reviewed