Your client's story is in demand by a journalist. How do you handle the request for exclusive access?

Begin by understanding the journalist's interest level and the potential reach of the story. When a major publication expressed interest in an exclusive interview with one of our real estate client, we carefully evaluated the journalist's previous work to ensure alignment with our client's brand and messaging. Once you have the list of know how about "Why this journalist?", congrats, thats your pitch to the client.

If it's a top tier publication with significant reach then by all means go exclusive. Always way the pros and cons before deciding on going exclusive.

Use some metrics: 1) What is the core readership of the publication? 2) How is the business story of the client relevant to the readers? 3) Does it benefit the enterprise/entrepreneur to provide exclusive access to this publication? 4) Is it behind a paywall? 5) Can it move the needle in terms of driving engagement to the company and its brand? 6) Does it engage with investors and customers? Those are the core questions I'll use to make that judgement.

How big is the outlet and how much of a lead do they want? Is it a big hitter? E.G. WNT or a small regional blog? If it's a morning show, does the embargo only last until the client has gone off the air?

I don't think most viewers/readers really care about the reputational damage or advantage of an exclusive. If the "exclusive" has to do with public safety, that's probably a bad idea. I would hold a news conference and maybe give a favorite outlet an earlier heads-up so they can be ready with better production. Withholding information that affects public safety is ALWAYS a bad idea.

When a journalist requests exclusive access to your client's story, it’s crucial to assess the potential impact on your client's reputation and visibility. - Prioritize transparency to build trust; ensure the journalist understands the significance of your client's contributions to the industry. - Leverage this opportunity to showcase your client's innovations, particularly in wastewater technology, enhancing their position as a thought leader. Navigating media requests with strategic foresight can amplify your client's message and foster long-term relationships. Remember, effective PR is about creating meaningful connections. “Content is the atomic particle of all digital marketing.” – Rebecca Lieb 📈

Consider the impact of granting exclusive access. For instance, when we had an opportunity to provide exclusive content about a high-profile project, we assessed how this could influence public perception and the long-term benefits for our client, ensuring the decision aligned with our strategic goals.

Most journalists I know play by the same rules... once it's aired on place... it's fair game. Delaying information to the competition is a sure way to make a lifelong enemy. Usually, the embargo is for one show only.

Clearly define the terms of the exclusive access. In one case, we negotiated specific terms regarding the timing, content, and focus of the article to ensure our client’s key messages were effectively communicated. This ensured that both parties had a mutual understanding of expectations.

Para garantizar que el cliente esté listo para una cobertura exclusiva, es esencial definir objetivos claros y crear un mensaje central conciso que resuene con la audiencia del periodista. Coordina con diferentes áreas de la empresa para enriquecer la narrativa y prepara preguntas y respuestas anticipadas para que el cliente se sienta seguro durante la entrevista. Además, elabora un kit de prensa que incluya materiales de apoyo como hojas informativas y biografías. No olvides ofrecer entrenamiento en medios y establecer indicadores de éxito para medir el impacto de la cobertura. Un seguimiento con el periodista después de la publicación es clave para construir relaciones duraderas.

Once the terms are set, prepare the content thoroughly. For an exclusive feature on a new development project, we provided the journalist with in-depth materials, including interviews, high-quality visuals, and background information, to make sure the story was comprehensive and compelling.

Closely monitor the release of the story to ensure it aligns with the agreed terms. When a past exclusive story was published, we kept a close eye on its release to manage any potential fallout and to capitalize on the publicity it generated for our client. Specially by re sharing it on their social media platforms

Monitorear la Publicación La publicación de una historia exclusiva requiere un seguimiento cuidadoso. Monitorea su recepción a través de métricas como menciones en medios y actividad en redes sociales. Responde rápidamente a comentarios positivos y aborda de inmediato cualquier problema que surja. Además, prepara respuestas para posibles preguntas de seguimiento y coordina con tu cliente para garantizar consistencia en la comunicación. Evalúa el impacto en los objetivos de relaciones públicas y considera publicar un comunicado de agradecimiento o una actualización en redes sociales para capitalizar el impulso generado. Un monitoreo efectivo mantiene el control de la narrativa y maximiza los beneficios de la cobertura.

Cultivar Relaciones Después de la publicación de la exclusiva, agradece al periodista por su trabajo, enviando un mensaje personal o un correo electrónico. Proporciona retroalimentación sobre cómo la cobertura ha impactado a tu cliente. Mantén la comunicación al informarles sobre futuras historias o eventos que puedan interesarles. Considera organizar un desayuno o un almuerzo para fortalecer la relación. También, comparte contenido relevante, como informes o datos exclusivos, para mantener su interés. Establecer y nutrir estas conexiones puede generar oportunidades adicionales y asegurar una posición favorable en futuras coberturas, siendo clave para el éxito en relaciones públicas.

After the story is published, continue nurturing the relationship with the journalist. Following an exclusive feature, we maintained regular contact with the journalist, offering them updates on related developments, which helped in fostering a long-term, mutually beneficial relationship.