Trevor Cook: A new media world but the problem of the exclusive remains

20 February 2006

A new media world but the problem of the exclusive remains

I have written frequently over the years about the double-edged sword awaiting exclusive-givers, but this was prior to the democratization of the media wherein anyone's a publisher whose work can take root and multiply in the global media ecosystem.

Personally, I've rejected demands for 'exclusives' from media outlets more often than I've offerred them.

The problem from a PR point of view is that if you agree to an exclusive you automatically cut the opportunities for coverage without any guarantee that the journo can deliver on their 'promises' of front-page coverage. They just say the editor changed his mind.

In most cases, its a better bet to give it to everyone simultaneously.

20 Feb 2006 10:52:46 | Public Relations

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