Since when did a media ‘exclusive’ stop meaning ‘exclusive’?

Kim Kardashian's almost exclusive media interview


Late last week, Sunday Project host Lisa Wilkinson announced to her Instagram followers that she had secured Australia’s only TV interview with the one and only Kim Kardashian. The interview, which aired on Ten last night, was also touted as an exclusive in The Sunday Project’s marketing material leading up to the program.

So – as so rightly points out – it was rather strange when on Friday morning, Kim appeared via satellite on Seven’s Sunrise for an ‘exclusive’ live interview with Sam Armytage and David Koch.

This is just one of many examples from across the media of the word ‘exclusive’ being used in a very liberal fashion.

During my time in PR, I have heard of three completely different definitions of media exclusives. In this article for Mumbrella, I go through the three most common definitions of a media exclusive, and explain which approach is right:

Mumbrella: When did a PR ‘exclusive’ stop being exclusive?


Most media engagement questions can be answered by asking yourself how you can make a journalist’s job easier and if you have the makings of a really great story. And if you can combine this with integrity, respect, and honesty, you are on to a winner.

About the author

Phoebe Netto, founder Pure Public Relations

Phoebe Netto is the founder of Pure Public Relations, a PR firm that focuses on outcomes, not output – it’s pure and simple. For over ten years, Pure Public Relations has been bringing big business experience to SMEs and not-for-profits.

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