The Rules of PR Exclusives
Written by Rylie Miller
My Yaya (grandmother) has a secret shortbread recipe. She’s never shared it with anyone before.
After years of multiple family members pining after it, she told me (in confidence) she would give it to me when I turned 30. Why? Because I’m the only person who hasn’t asked her for it and the only grandchild who’s shown a true interest in baking. The five-year time constraint was just to add a little dramatic effect.
While this anecdote is wholesome, it highlights the value and appeal of exclusivity in storytelling.
Like a coveted family recipe, an exclusive story is a prized possession in the media relations world. There’s a reason why 55% of journalists want an exclusive news story, according to a recent Cision survey. The media wants something nobody else has and the opportunity to share it first.
Pitching and securing exclusives is a delicate game with a lot of nuances, pros, and cons. With the help of my colleagues, we’re going to break them down so you have the full picture before offering one.
A PR Exclusive: What is It?
“Offering an exclusive news story” is granting a single journalist or outlet the sole right to:
Break a story; or
Conduct an interview; or
Get their hands on certain pieces of information before anyone else.
This “arrangement” allows them to be the first and only source to get the tea for a specific period, giving them the unique opportunity to cover the story in-depth.
The process – from deciding whether or not an exclusive is worth it to identifying the right targets and more – can be complex. You have to consider everything from timing, level of trust with the target reporter, what they may require for exclusivity, and so on. Not every exclusive equals a straightforward path from the initial agreement to coverage.
You may have also heard of the term embargoes in media relations before. Exclusives and embargoes often get lumped together as one but they shouldn't be. They are similar but different.
TLDR: With an exclusive, you give a certain reporter/media outlet unique access to an aspect or part of the story (whether that's data, financials, or an exclusive interview with a spokesperson, etc.). Embargoes are more about timing, and involve sharing information with multiple outlets simultaneously, with an agreement that they all publish a story at a specified future time. Don’t worry, we’ve got a full piece on navigating embargoes to help set the record straight.
The Benefits of Giving Media the PR Exclusive
There are benefits for all parties involved when an exclusive goes off without a hitch. At a high level, offering a PR exclusive helps solidify a relationship, fosters trust, and opens the door for future collaborations.
For the PR Pros:
If the PR pro did their homework, it should lead to a detailed story reaching the right audiences and driving a high-priority business goal.
Exclusives offer a greater sense of control in terms of the narrative and distribution. PR pros work closely with the journalist who accepts the offer, with more of a say in the final story’s tone and messaging.
For the Journalists:
Publishing a story first and exclusively gives reporters some “street cred.” It helps them stand out in the industry and positions them as a solid source for breaking news moments.
Exclusive content can lead to an increase in traffic and engagement surrounding an outlet or a journalist’s stories.
What Makes Something… Exclusive?
While a great tactic to get email opens, adding “EXCLUSIVE” to the subject line of every single pitch isn’t going to get you very far.
Exclusives are for BIG, newsworthy moments. Labeling everything an “exclusive” will mislead (and irritate) journalists and also position you and your brand as a “boy who cried wolf.”. It damages credibility and throws any chance at building a relationship away.
To cut to the chase: Nobody cares about the new website re-design (even though it’s beautiful and took a lot of work – we see you!). Minor things – participation in an industry event, news that’s already publicly available, a webinar you’re hosting, regular financial reporting, course-of-business product updates – aren’t exclusive-worthy.
What exactly warrants exclusivity? Let’s take a look.
Exclusive Opportunity 1: A Major Business Development
If something is brewing that will reshape the market or future of a brand, an exclusive is an option. Think of moments like…
An acquisition – two companies or industry leaders coming together as one. Offering the inside scoop from the CEOs, why they’re making this move, and what the future holds for customers is an opportunity for a high-impact story. It also gives brands a chance to flex their competitive advantage.
Closing a round of funding – maybe a Series A funding round just wrapped with prominent or surprising investors. Where is it going to take the company? Going in-depth on the full story could grab other investors’ and potential partners' attention.
Unexpected leadership changes – is there a new C-Suite executive joining the team? Maybe they’re from a big-name brand, or even the competition. Offering exclusive commentary on why this shift is happening and how the company’s vision or trajectory will change requires an inside POV. (Your company does need to meet certain size or impact thresholds, as shared by Don Fluckinger in one of our Carved Out Conversations on LinkedIn Live.)
Big launch or partnership – if there is a partnership between two brands, like getting the rights to use intellectual property in a new line of products or services. Getting the exclusive scoop from the folks behind the partnerships themselves is something a journalist would want to learn about and speak about first. When Upper Deck got the right to the DC Universe, Forbes was the first to share the heroic news.
Exclusive Opportunity 2: High-Profile Interviews
We’ve seen it throughout history before: celebrities sitting down with figures like Oprah Winfrey, Barbara Walters, and even influencer and podcaster Alex Cooper to share their side of the story. Choosing who, how, and where to share their news, especially when it’s a sensitive, high-profile topic, deserves some tight-knit exclusivity.
Access to an executive interview: This in itself can create the exclusive story. Being the only outlet that’s going to sit down with a CEO to hear more about their vision and strategies generates unique angles.
Exclusive opportunity at an event – You can look at this from different angles. First, if you’re hosting an event that will gather a lot of leaders in one room, consider offering exclusivity to media partners. Can one reporter be in the room for content sessions so that they can use what they see and hear for follow-up stories? What about offering a journalist a chance to host a fireside chat with a prominent personality on stage? At Contentstack’s annual customer conferences, ContentCon, CMSWire exclusively unveiled the Composable Charter collectively created by over 100 brands at the event.
If a new ambassador or spokesperson joins forces with a brand – having them sit down with the media to give the backstory on “why,” what’s to come, and speak on behalf of the brand adds credibility and value to the overall news. When video game ecommerce platform G2A.com partnered with FC Barcelona striker, Rob Lewandowski, journalist Grant Taylor-Hill was able to meet with him IRL to get the scoop. This 1:1 interview offered a chance to learn more about the partnership, what it meant to Lewandowski, and what’s to come on a personal level.
Exclusive Opportunity 3: Product Launches
Not every product launch is necessarily worthy of an exclusive. But, there are some exceptions.
A totally new line of service – outside of what your brand has ever done before, can pique a journalist's interest. For example, Upper Deck launched the first-of-its-kind digital trading card platform e-Pack nearly a decade ago, they gave the inside scoop to Beckett. The series of articles gave a behind-the-scenes look at how the platform came to be and what it meant for the industry at large.
An absolute disruption – When OpenAI announced the launch of ChatGPT in 2022, TechCrunch delivered the exclusive scoop on what it meant for just about every industry moving forward. ChatGPT quickly became one of the fastest-growing consumer software applications in history.
Exclusive Opportunity 4: Unveiling New Research
New third-party research can be worthy of an exclusive in several ways.
First, you can offer a target outlet the opportunity to see the research first in exchange for the opportunity to cover it first. You can also parcel out sections of the research to different media depending on what's most relevant to them. We've had success with both of these approaches. For example, new research focused on retail marketing and tech topics parcelled out to marketing and martech media respectively.
If you own research that has become a hot commodity over time, then you have way more options in your exclusivity strategy (and we also hope you have a robust marketing campaign making the release bigger and better every year).
Who Do I Give My Exclusive News Story To?
Once you’ve determined that your news is juicy enough to be considered ✨exclusive ✨ it’s time to figure out who to offer it to.
When doing your research, start by asking:
Has this journalist done an exclusive in the past and how did it turn out?
Does this journalist’s outlet or beat align with the audience I’m targeting and the goal I’m striving for?
Does the journalist's outlet and reputation have the reach and influence to maximize the story's impact?
Do I have an existing relationship with this journalist that I can leverage? Or is this someone I’m trying to develop a relationship with?
PRO TIP: It may not be a traditional journalist! With next-gen media on the rise – and depending on the announcement at hand – consider if there is a Substacker, influencer, podcaster, or freelancer who could break the news.
“Choosing who to give an exclusive to is all about finding the right fit, and it’s not necessarily always national media. It's important to focus on outlets and journalists that align with the story you're pitching. It's also about identifying who you want to build or strengthen relationships with,” said Carver Marely Arias. “When done right, an exclusive not only boosts your client's visibility but helps build meaningful relationships.”
How to Pitch An Exclusive Story
Now it’s time to land the story.
Kicking off with the basics, you’ll want to personalize your outreach. Show, don’t tell how it relates to their beat by referencing recent coverage or building off one of their angles. How will this news be relevant to their readers?
Without going too much into detail, include something along the lines of “I have some information about *INSERT BRAND NAME HERE* that I’d love to share with you for an exclusive story opportunity. Are you interested? Let me know by *THIS DATE*”
PRO TIP: Only pitch one outlet at a time – take into account response time and one follow up into your timeline so you’re clear on when it’s time to reach out to the next target . You don’t want multiple outlets accepting an exclusive simultaneously. Including a deadline for response is important so you can move on to your next target.
For everything to go as planned, the following elements must be solidified.
Confidentiality
Exclusive news is often sensitive, at least for a period of time. When a reporter agrees to cover an exclusive, they must also give you their word they won’t publish the information before the agreed-upon outlet deadline, safeguarding the brand and spokespeople at stake. (Like an embargo!)
Appropriate Timelines
As you build your strategy and timeline, consider how long it will take to secure an exclusive and then the time it will take to execute it.
“When a reporter accepts an exclusive news story opportunity, they’re going to need time to take everything in. Giving ample time to conduct interviews, do additional research, and make sure that it fits into their editorial calendar sets everyone up for success,” said Matt Burkey.
Baking in extra time for all of the above, plus any legal approvals and unexpected bumps in the road, keeps you from having to hound reporters last minute for updates. A month is ideal, but two-to-three weeks is also doable.
Resources
You want all details finalized — from the press release and overall messaging, to prepped spokespeople, data, and assets (images, videos, prototypes, demos of software, case studies, etc.)
Get ahead of the game by having media briefs and anticipated questions already in the works. This way, once a time is agreed upon, interviews can kick off sooner rather than later.
Once the journalist accepts, they can get down to researching and writing without having to keep reaching out for more information to fill holes.
PRO TIP: In the event something is inaccurate in the final piece, be mindful when asking for corrections. Take a moment to assess the situation. Start by thanking the reporter for the coverage if it's positive. Then, differentiate between factual errors and subjective elements like tone or opinion, only address factual inaccuracies. Be kind and provide all necessary information to streamline the process.
PR Exclusives Create Bigger Opportunities
Landing an exclusive isn’t just a PR win — it’s a smart move that, when done right, creates value for both the brand and the journalist. They help build trust with media and brands, and get the story across to the right audiences. While not every single moment is worthy of an exclusive, the right partner can help you navigate each opportunity for its potential.