An exclusive report is a buzzword in PR that refers to a specific journalist or media outlet receiving sole access to an announcement until it reaches a wider audience. This can be used to drive interest in a new product, service or event and creates the perception of exclusivity that may elevate an announcement above the din of competing stories.

Kirk suggests only offering an exclusive to a journalist or media outlet that aligns with the brand’s target audiences and goals, has the ability to quickly turn around a story and is a known, trusted partner. It’s also important to make sure the timeline for an embargo is agreed upon and clear agreements are put in place to avoid hiccups and potential miscommunications.

PR pros can also use an exclusive to build rapport with a journalist and demonstrate that the brand is invested in building a long-term relationship and continues to invest in quality content. And if something is wrong in the resulting piece, being respectful and responding quickly can help salvage the relationship, says Kirk.

However, merely labeling everything as an exclusive will not only mislead journalists and hurt your credibility but also position you as the boy who cried wolf. Exclusives should be reserved for big, newsworthy moments and shouldn’t be offered for minor things like participation in an industry event or a re-design of the website. That’s just not newsworthy. And it’s not fair to the journalist, who would likely have more to add to a piece about a non-exclusive story than what could be included in an exclusive.