8 tips to coordinate a media exclusive

PR professionals walk a fine line when synchronizing an exclusive. It’s a delicate process, even for the seasoned.

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Coordinating an exclusive story with a top media outlet often brings accolades to PR pros.

Warm, fuzzy feelings also bubble up in newsrooms, as fiercely competitive reporters and producers jockey for first dibs on a fresh or breaking story. Journalists want to feel special, an important dynamic for communicators to understand when offering an exclusive.

These tips can help you avoid missteps during the process:

1. Make sure you have something new to offer.

Exclusives can happen only if your story is unique. Often, organizations are so close to their own activities that they convince themselves they have something distinctive, even though it’s virtually the same as what their competitors offer. Due diligence is imperative; PR pros must make certain that no other group can provide similar content.

2. Create your dream story.

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