An exclusive report is a piece of news or content that only one publication has access to before it goes public. Whether you offer or ask for it, an exclusive can give the media/newspaper a reason to push your announcement above the din of competing stories — they will be invested in the success of the story because there is a chance they won’t be the only one who breaks the news.
A big advantage of an exclusive is that it helps you to forge stronger relationships with journalists because you are offering them first access. This is especially beneficial for law firms trying to make a name for themselves in the legal landscape, where it can be difficult to get their voice heard amongst all of the noise. Taking the time to build trust with journalists through exclusives shows you value their coverage and want to continue your relationship moving forward.
But, before you decide to go for an exclusive, be sure the story is truly newsworthy. It’s easy to get caught up in the buzz of an exclusive and end up letting your team pitch something that isn’t worth the extra attention. Whether it’s a new round of funding from a well-known investor or an internal promotion that will reshape your firm, the excitement around an exclusive can sometimes be overinflated.
Another disadvantage of an exclusive is that you’re essentially burning bridges with every other journalist/media outlet out there. They may still choose to run your story, but they will be less likely to work with you again in the future.
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