Dealing with a demanding media contact for your client's stories. Are exclusivity requests worth the hassle?

Yes! Because the right media stories can open doors for you - in the eyes of your audience. We recently did a merger announcement for a client as an exclusive with 2 publications. It helped them land another landmark deal! An India entry announcement we made for a brand got them their first large contract in the country. It is absolutely worth the hassle. Just be extremely particular about who you chose to work with. And do amplify the story through your own platforms as well

Dealing with demanding media contacts and accommodating exclusivity requests are crucial aspects of PR that contribute significantly to the success of a client’s media strategy. A demanding media contact often signals an engaged and influential journalist or editor who can provide valuable coverage for your brand. Meeting their needs and working within their exclusivity parameters, can lead you to favorable and extensive media exposure. Additionally, by keeping exclusivity for each media, you demonstrate your professional ethic and respect which is a fundament for positive long-term media relations.

Understanding the dynamics of the media landscape is crucial when dealing with demanding contacts. Journalists, under pressure to break news and provide unique content, often request exclusivity on stories. While granting exclusivity can offer a client a spotlight, it's essential to assess the media outlet's reach and influence. Consider whether the outlet's audience aligns with the client's target demographic and whether exclusivity will truly benefit the client. By carefully evaluating these factors, you can make informed decisions that optimize media coverage, balancing the benefits of exclusivity with the need for broader reach and impact.

Exclusivity requests can add value if the outlet has significant reach and aligns with your client's goals. They can also foster stronger relationships with key media contacts. However, weigh the potential exposure lost from other channels. Balance is key. "Success in PR is balancing exclusivity and broad reach."

It depends on whether the publication is one that your company or client wants very much to be in, and whether it is one that reaches your target audience.

An exclusive story in Tier 1 media will increase your firm’s reputation. You can also build social proof by amplifying it further via your newsletters and LinkedIn.

Exclusive story in media is important to increase relationships and on boars loyalty. You can also build social presence via connection on LinkedIn or newsletters.

Totally true, exclusivity is a double-edged sword. It is always important to weigh in the pros and cons based not only on short-term but long-term goals. You might end up building a very strong relationship with one media but end up burning many bridges. Afterall the decision should be based on what is most important to the clients in their best interest in the situation.

When faced with an exclusivity request, remember that you hold leverage as the gatekeeper of your client's story. Don't hesitate to negotiate terms that benefit both parties. Consider creative solutions like: - Limited exclusivity periods, allowing wider distribution afterwards - Prominent story placement within the media outlet - Additional coverage or features in exchange for exclusivity Effective negotiation can lead to a win-win situation, where: - The media contact secures their exclusive - Your client maintains control over their story's distribution

Another tactic might be to arrange an embargo with a few select tier 1 media. This allows them more time to prepare a more complete story. The client will still enjoy a wider coverage when the embargo expires.

Making strategic decisions about exclusivity demands a nuanced understanding of your client's objectives and the media landscape. To navigate this effectively: 1. Align with client goals: Ensure the decision supports their long-term vision and brand strategy. 2. Weigh credibility and depth: Consider if exclusive coverage offers unparalleled insight and credibility. 3. Assess distribution trade-offs: Balance the benefits of exclusive placement against broader media reach. 4. Evaluate unique circumstances: Each scenario is distinct, so carefully consider the specifics. 5. Prioritize client interests: Make decisions that ultimately benefit your client's brand and objectives.

At the end of the day, it's important to remember that both you and the journalist want to do the best work possible. Establishing a professional and polished rapport goes a long way to building trust. Even if you're not able to provide all the information to the reporter, being responsive, clear, and deadline-driven goes a long way to developing a working relationship. Of course, there are always cases where a reporter is pushing for a response, and you feel the pressure from both the reporter and the client, but if you can keep a cool head, don't panic, that level of professionalism will be respected.

Building lasting relationships is an important skill as a publicist. A lot of times, journalists thank me for providing clear and concise information in a timely manner, link them up with clients, or simply pitching a story that I know suits their beat. Professional journalists know their boundaries. They might want to push for exclusivity and see if we will give in. But if we are transparent about the reasons why we cannot entertain their requests, they will respect our professionalism.