Last updated on Jul 4, 2024

You're faced with a journalist's exclusivity request. How do you handle pitching your story strategically?

Navigating a journalist's request for an exclusive story can be a challenging yet potentially rewarding aspect of your public relations strategy. When approached with such a request, it's crucial to weigh the benefits against the potential limitations. Granting exclusivity can result in in-depth coverage and a strong relationship with the journalist, but it may also limit your ability to reach a broader audience. Your decision should align with your overall PR objectives, considering the impact on your brand's visibility and the media outlet's reach and credibility.

1 Assess Value

Before agreeing to an exclusivity request, thoroughly evaluate the journalist's platform and audience. Consider whether the exclusive coverage will reach your target demographic effectively. Does the journalist or their media outlet have a track record of producing quality content that resonates with your audience? The value of exclusivity lies not just in the immediate coverage, but also in fostering a relationship that could yield future opportunities for your brand.

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Renee Barbee

VP of Marketing & Operations at La Nueva Voz, Pomona
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Let's take for example an envelope I received back in 2020 from someone who was working inside the Sheraton Hotel at the Fairplex. This person sent me several pages of names, email addresses and personal cell phone numbers of those who were working for the Los Angeles County Health Department and getting paid thousands of dollars to keep patients inside the hotel who had COVID. They were bribed with secret deliveries that arrived in pizza boxes to make sure the patients did not leave the hotel. I was the ONLY person who received the envelope and we, our publisher and I ran the story for 3 months and were able to get this illegal operation shut down. No other newspaper bothered to touch it! We also won an award for our coverage.

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2 Set Terms

If you decide to proceed with granting exclusivity, it's essential to clearly define the terms. Establish the scope and boundaries of the exclusive content, including the duration of the exclusivity and any particular angles or stories that are off-limits to other media outlets. This ensures that both you and the journalist have a mutual understanding of the agreement, reducing the risk of miscommunication or conflict down the line.

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Aryan Chaturvedi

LinkedIn Top Voice | Growth Strategist | PRO to Chancellor & Branding Strategist at Nims University
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Consider how the exclusivity might impact other media relationships. Communicate transparently with other journalists about the arrangement and assure them of future opportunities. Balance is key; while granting exclusivity can strengthen one relationship, maintaining open lines of communication with the wider media network ensures long-term credibility and access.

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3 Craft Story

With an exclusivity agreement in place, craft your story to maximize its impact. Since you're providing privileged access, ensure that the content is compelling and newsworthy. Tailor the narrative to align with the journalist's style and audience while maintaining your brand's voice. A well-crafted exclusive story can heighten interest and engagement, making it a win-win for both parties.

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4 Communicate Clearly

Clear communication is paramount when handling exclusivity requests. Keep an open line of communication with the journalist throughout the process. Provide them with all the necessary information, resources, and access they need to craft a comprehensive story. This not only aids in producing high-quality coverage but also helps build a strong, professional relationship with the journalist.

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5 Monitor Impact

Once the exclusive story is published, monitor its impact carefully. Analyze how it's received by the audience, track engagement metrics, and assess whether it meets your strategic goals. This data will inform your future decisions on whether to offer exclusivity again and can help refine your broader media strategy.

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6 Plan Ahead

Finally, think ahead to your next steps after the exclusive story runs. Plan how you will leverage the coverage to further your PR goals. Consider follow-up stories or additional content that can capitalize on the momentum generated by the exclusive piece. Strategically planning post-exclusivity actions can help maintain media interest and audience engagement over time.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're faced with a journalist's exclusivity request. How do you handle pitching your story strategically?

1

2

3

4

5

6

7

1 Assess Value

2 Set Terms

3 Craft Story

4 Communicate Clearly

5 Monitor Impact

6 Plan Ahead

7 Here’s what else to consider

Public Relations

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You're faced with a journalist's exclusivity request. How do you handle pitching your story strategically?

1

2

3

4

5

6

7

1 Assess Value

2 Set Terms

3 Craft Story

4 Communicate Clearly

5 Monitor Impact

6 Plan Ahead

7 Here’s what else to consider

Public Relations

Rate this article

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