At a recent meeting of the PRSA National Capital Chapter, Steve Eldridge, "sprawl and crawl" (transportation) reporter for WTOP radio, advised communicators against giving
exclusives. "I would suggest avoiding exclusives," Eldridge said. "When an event is scheduled and [I've planned to attend], it's very disconcerting to read about what will be
happening at that event in the morning paper." Presenters also discussed the highly competitive nature of morning shows, telling PR pros never to send the same pitch to all the
a.m. programs.
Hunter & Associates and its client, 3M, found themselves in a doubly "sticky" situation when they launched the third annual "Most Gifted Wrapper" contest to promote Scotch
Tape's pop-up tape dispensers for holiday wrapping.
The Hunter team had re-ignited interest in the three-year-old event by including amateur wrappers for the first time, and it had offered an exclusive to "Regis and Kathie Lee,"
allowing Reg and his then-co-star first gabbing rights with the winner.
But in order to get around the exclusive and keep the buzz going with other key morning media outlets, Hunter & Associates offered other shows something special as
well:
- "Good Morning America" got dibs on a contest preview and live coverage of the event, with the understanding that it would cut away before the winner was chosen.
- The Saturday "Early Show" recreated the event using two runners-up and the show's meteorologist.
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