The “exclusive” is a very valuable tool in PR. Used well, it can elevate a story, sharpen its impact and significantly increase its reach. But what exactly is an exclusive and why is it so important?
But what exactly is an exclusive in PR and why can work so well for law firms?
What is an exclusive?
In PR terms, an exclusive means giving one specific journalist or media outlet sole access to a story.
For law firms, announcements that often work particularly well as exclusives include:
- Firm mergers or acquisitions
- New office openings
- Senior or team hires from competitors
- The resignation or appointment of senior leaders
The selected journalist or outlet gets to “break” the story first. Where an exclusive is agreed, the organisation commits not to share the information with other media for a specified period (often under embargo).
In practice, the outlet you offer an exclusive to should match the scale of the story. For example, a Magic Circle merger might be offered exclusively to the Financial Times, whereas a merger between two smaller regional firms may be far better suited to the legal trade press, such as The Lawyer or Law.com International.
Why are PR exclusives so important?
- Maximising impact and visibility
By offering an exclusive, you significantly increase the chances of securing meaningful coverage. When a respected media outlet breaks a story first, it often carries more authority, credibility and visibility than if the same announcement appeared everywhere at once.
For law firms, this can be invaluable for reputation-building, profile-raising and business development.
- Greater control of the narrative
Exclusives allow you to be more strategic about how your story is told. By selecting the right journalist and publication, you can help shape the tone, focus and positioning of the coverage so that it aligns closely with your firm’s commercial and reputational objectives.
This is particularly important in sensitive announcements such as senior departures, restructures or mergers.
- Stronger Journalist Relationships
Exclusives are also a powerful relationship-building tool. Journalists value trusted PR contacts who bring them strong, credible stories first. Over time, this can lead to faster responses to future pitches, greater openness to comment opportunities, and increased likelihood of return coverage.
In legal PR, where relationships with a relatively small pool of key journalists really matter, this long-term trust is hugely valuable.
Tips for using exclusives effectively in law firm PR
- Choose the right outlet
Always match the outlet to your audience and objectives. Consider who your ideal clients actually read, the outlet’s reputation and authority, and its previous coverage of similar stories. National business press, legal trade media and regional business titles all serve very different purposes.
- Get the timing right
Timing is critical. Journalists need sufficient notice to research, interview and prepare high-quality coverage. Last-minute exclusives rarely achieve the same result.
- Be clear on the embargo
Make sure everyone understands the exact terms of the exclusive, particularly the embargo period. This avoids reputational damage and protects trust with journalists.
- Follow Up After Publication
Once the exclusive has run and the embargo has lifted, you can then share the story more widely with other media to maximise reach and coverage.
Conclusion
Exclusives can be a fantastic PR tool when used effectively. If you pitch appropriate stories – those which are significant enough to warrant an exclusive – to the right outlet the power of the exclusive can really enhance the impact you want to make.
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