When to Pitch a Media Exclusive

FiredUp! - The Startup Marketing Podcast

When releasing a story to the media, companies are often faced with the decision to release the story under an embargo or pitch it as a media exclusive, allowing one publication to publish the news before anyone else. Both options have their pros and cons and require their fair share of preparation and planning so the choice may be a difficult one to make. This week on the podcast, our team dives into all things media exclusives so you can make an informed decision and get the most from your news release. This week, episode 36 of the FiredUp! podcast is about when to pitch a media exclusive!

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In this episode of the FiredUp! podcast, we are diving into how to know when pitching a media exclusive makes the most sense and actionable steps you can take right now to get the most eyes on your story while building relationships with reporters along the way.

Morgan and Chris discuss:

• The decision to pitch a media exclusive vs. a broader embargo depends on the desired level of coverage and the potential for follow-up coverage.
• Timing is crucial when pitching an exclusive, often requiring more time than pitching an embargo to secure the desired coverage.
• Once an article is published, there are limited changes that can be made aside from errors of fact, other change requests can damage relationships.
• Best practices for how to hande the situation if an exclusive leaks.

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LINKS MENTIONED IN THIS EPISODE:

A Startup’s Guide to PR Measurement [Firebrand]

Ep 12: How to Measure PR with Richard Bagnall

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1. When to Pitch a Media Exclusive (00:00:00)

2. How exclusives work for startups, with a focus on reporter relationships and story tailoring. (00:07:31)

3. Pitching exclusive stories to reporters, highlighting the value of timely and relevant information. (00:14:56)

4. Give yourself enough time (3-4 weeks) to explore exclusive opportunities if you're taking the exclusive approach. (00:19:45)

5. The pros and cons of pitching a story as an exclusive vs. a broader embargo. (00:24:37)

6. Exclusives create high expectations, but can lead to letdown when story doesn't meet expectations. (00:29:27)

7. Clients often want to correct errors in media coverage, but PR professionals must decide whether it's worth the effort and potential damanage to relationships. (00:34:04)

8. Embargoes allow reporters to get news ahead of time, then ask for more resources for a story. (00:41:18)