An exclusive report is news that is not shared with any other media outlets or publications, often times embargoed until a certain date. This type of content strategy is effective because people tend to value things that are hard to come by. This can help build brand awareness and generate positive sentiment for your company, project or product.

Creating an exclusive can require a lot of time and energy, but it can lead to more in-depth coverage than a broadly distributed press release. This is due to the fact that journalists and editors are often able to dedicate more resources to exclusive stories, which can result in better quality articles.

To maximize your chances of success with an exclusive, be sure to carefully select the journalist or outlet you are pitching. It is best to avoid labeling every pitch as an “exclusive” because this can mislead or irritate journalists and may position you as the boy who cried wolf. Instead, only use the word “exclusive” in your subject line if it is true.

As a PR pro, it is important to be clear about the terms of an exclusive. For example, it is a good idea to include high-resolution images and other documentation that will streamline the reporting process and ensure accuracy. It is also essential to clearly state that the exclusive is only valid for one outlet or publication. This will prevent two different outlets from getting their hands on the story at the same time and potentially scuttling your chances of success.