An exclusive report is a story that has been given to one journalist or media outlet as an “exclusive” which means it cannot be broadcast or published anywhere else. Depending on the nature of the news, the exclusivity may be for an interview with a high profile figure, it may mean a first-to-file or it could be that other media can’t share the story before a certain point (this is often called an embargo). Pitching an exclusive is not a decision to take lightly because it sends the message that you are invested in building rapport and continuing your relationship with this reporter/outlet. This will give them an extra incentive to cover the news ahead of any competing outlets and publications.
When does a story deserve an exclusive?
It’s important to be very clear about the difference between an exclusive and a standard press release as journalists can get confused. It’s also important to understand that when you label something an exclusive you are limiting the number of outlets that can publish the news and, as such, potentially leaving valuable coverage behind. It’s best to only use the exclusive label when you are confident that it is a truly unique and compelling story that deserves to be seen and heard.
When you are considering whether or not a piece of news is worthy of an exclusive, the most important thing to remember is that it must be newsworthy. The best way to test this is to ask yourself if you would be happy with it being the only coverage of your news item for a certain period of time.