Last updated on Jul 12, 2024

You're facing a journalist's demand for story exclusivity. How do you navigate and meet their expectations?

In the dynamic world of public relations, you may find yourself in the hot seat with a journalist seeking an exclusive story. Navigating this request requires a blend of tact, strategy, and understanding the media landscape. The key is to balance the journalist's need for a scoop with your responsibility to your organization or client. This article will guide you through meeting a journalist's expectations without compromising your position.

1 Assess Value

When a journalist demands exclusivity, your first move is to assess the value of complying. Consider the reach and influence of the outlet, the potential impact on your brand, and whether the story aligns with your strategic goals. Remember, granting exclusivity should be a mutually beneficial arrangement. If the journalist's platform offers significant exposure or caters to your target audience, it may be worth the trade-off. However, always weigh the benefits against the risk of alienating other media contacts.

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Mohammad Zaid

Business Analyst at Borgfy | Venture Studio-Building Tech Ideas | MBA | Digital Health | Mobile Apps
- Emphasize the unique angle or insights your story offers. - Clarify the benefits of exclusivity for in-depth coverage. - Respectfully highlight the importance of broader media outreach. - Negotiate with transparency and mutual respect for a favorable agreement.
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Eddie Tabakman 🎙️

Eddie the Media Trainer 🎙️
As I see it, this is, essentially, a negotiation. And you need to figure out who has more of the power in this negotiation. 95% of the time (especially if you're pitching), it's the reporter. And so, if they want exclusivity, you may need to grant it to them in order to get the story to run. Also, if its a juicy enough story, chances are other outlets will pick it up from when the first outlet covered it.
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Tarab Ahmed

Crafting Visual Wonders | Inspiring Through Imagination | Media Relations |Crises Management| Optimizing Your Online Presence for Success Storytelling Through Marketing | Connecting Brands with Audiences
Assess the story's newsworthiness and the journalist's reputation. If granting exclusivity aligns with your goals, clearly define the scope, duration, and any embargo periods. However, if multiple outlets are crucial, explore options like simultaneous releases with embargoes or offering exclusive details or interviews. Maintaining open communication and respecting deadlines is essential for a positive outcome.
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2 Set Terms

Once you've decided to proceed with an exclusive, it's crucial to set clear terms. Discuss and agree upon the scope of exclusivity—is it for a particular angle, a time period, or specific information? Ensure that both parties understand what is being exchanged. This clarity will prevent misunderstandings and maintain a healthy relationship with the journalist and their outlet. It's also essential to determine the aftermath of the exclusive: how will you disseminate the information afterward, and what follow-ups, if any, are expected?

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Eddie Tabakman 🎙️

Eddie the Media Trainer 🎙️
This, I think, is where people tend to trip up most frequently. The best thing you can do is really dive in to the nitty-gritty details. - How long is something exclusive for? - What specifically is exclusive? - How do you deal with the fall out / follow up? - Will there be a "part 2" to the story? Is that exclusive, too? - Are you separating exclusivity based on medium (eg, a tv exclusive vs an online exclusive) - Etc.
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3 Control Timing

Timing is everything in public relations, especially when dealing with exclusives. You must maintain control over when the story breaks to align with your strategic objectives. Coordinate with the journalist to set a release date that works for both of you. This collaboration not only builds trust but also ensures that the story has the desired impact. If your story is time-sensitive or connected to an event, ensure that the journalist is aware and agrees to publish within your required timeframe.

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Aryan Chaturvedi

PRO to Chairperson & Branding Strategist at Nims University
Establish a clear timeline for any follow-up information or interviews that might be necessary. Provide the journalist with all relevant details well in advance, allowing them ample time to prepare. This proactive approach demonstrates your commitment to the partnership and helps to ensure that the story is accurately and effectively communicated. Furthermore, keeping other media outlets informed about the exclusivity agreement can prevent misunderstandings and maintain good relations across the board.
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4 Communicate Internally

Before moving forward with an exclusive, it's imperative to communicate internally. Ensure that all relevant team members are aware of the decision and understand the implications. This step is vital to prevent any conflicting messages or accidental leaks that could jeopardize the exclusive arrangement. A unified front will reinforce the story's impact and protect the integrity of your relationship with the journalist.

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5 Manage Follow-Up

After granting exclusivity and the story has been published, manage follow-up diligently. Be prepared to answer additional questions from other journalists and explain why exclusivity was granted. It's important to maintain transparency while also respecting the agreement made with the original journalist. This follow-up phase is an opportunity to amplify the story further and engage with a broader media audience, without breaching trust.

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6 Evaluate Outcome

Finally, take time to evaluate the outcome of granting exclusivity. Did it achieve your strategic goals? How did it affect your relationship with the media? Use this experience as a learning opportunity for future interactions with journalists. Reflecting on both the successes and challenges will refine your approach to handling exclusive story requests and strengthen your overall public relations strategy.

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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 facing a journalist's demand for story exclusivity. How do you navigate and meet their expectations?

1

2

3

4

5

6

7

1 Assess Value

2 Set Terms

3 Control Timing

4 Communicate Internally

5 Manage Follow-Up

6 Evaluate Outcome

7 Here’s what else to consider

Public Relations

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You're facing a journalist's demand for story exclusivity. How do you navigate and meet their expectations?

1

2

3

4

5

6

7

1 Assess Value

2 Set Terms

3 Control Timing

4 Communicate Internally

5 Manage Follow-Up

6 Evaluate Outcome

7 Here’s what else to consider

Public Relations

Rate this article

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