An exclusive report is a news article that doesn’t get published anywhere else, giving a media outlet an extra incentive to write the story because they won’t be competing with other publications. It also shows a brand is invested in building rapport with journalists and their outlets and investing in their future relationship, which is key to media relations success. However, securing an exclusive can be tricky because it can deter the interest of other publications and burn bridges that could take months (if not years) to rebuild.

To offer an exclusive, a PR team must be prepared with the right facts and details for the story, have a well-established relationship with the journalist or media outlet, agree on a timeline for an embargo and have clear agreements to avoid any hiccups. PR pros should also keep in mind that batching an exclusive to multiple journalists can tarnish the reputation of your brand and deter future relationships with other media outlets – especially when it’s a big story or something that needs to be handled with care.

Most importantly, it’s crucial to only pitch an exclusive when the moment is truly newsworthy and worthy of being shared first. A new website re-design, participation in an event and regular financial reporting are not exclusive-worthy moments. Additionally, adding “EXCLUSIVE” to the subject line of every pitch will irritate journalists and make you look like the boy who cried wolf. Instead, be sure to call out that type of pitch in the subject line so it’s easily recognizable.