Journalists share best practices for pitching an exclusive

Pitching a successful exclusive can have a much bigger impact than just that one story. It can create the foundation of a lasting relationship with a journalist or even an entire newsroom.

Giving someone an exclusive implies a level of confidence in a reporter’s storytelling abilities and a general respect for an outlet’s reputation and audience. It also lets the reporter that the PR team has taken the time to really think strategically about their needs and story priorities.

Showing the journalist that level of respect and trust will often position the comms professional as someone who can deliver unique, high-value content.

“Help me, help you,” Brakkton Booker, a national political correspondent for Politico, said during a panel discussion on the modern media landscape at PR Daily’s recent Media Relations Conference. “We can make this a symbiotic relationship, but we just got to work together on it.”