Exclusives and why they matter

We’ve all opened a newspaper, clicked on a website or sat down to watch the news only to see the word ‘exclusive’ written in large letters.

If done well, the story that follows is significant.

Perhaps it’s a bombshell interview like the one 60 Minutes did on Sunday night with Cleo Smith’s parents.

It may be news of a takeover, like is often published by the Australian Financial Review.

Or, it may be an explosive rape allegation, like the one the ABC’s Four Corners program published about a federal cabinet minister.

By attaching the word ‘exclusive’ to it, media outlets are telling their audience that they are the only ones with this story.

Of course if it’s big enough, other media will run their own version of it afterwards, but the publication that had the exclusive will have had it first.

While all of this makes sense, many of our clients want to know what the point of it is.

Why would you send a story to one media publication, when you could send it to 20?

The answer to this question is in the word itself: exclusivity.

While all media outlets love to secure a story none of its competitors have, some will only run a story if they’re the only ones that have it.

Others will run a story even if they didn’t have it first, because they know their audience will be interested in it.

But how are you supposed to know which one is which?

That’s where a good PR agency comes in.

Wine Glass Media knows when and where to pitch an exclusive story that will give you the biggest return on investment.

We know how to ensure other media will also pick up the story, even if they haven’t been given it first.

Want to know more? Get in touch!