How to maintain exclusivity in online events and why 49 is the new magic number — EASTWEST Public Relations

Another aspect of exclusivity is that the good, service or, in PR terms, the information like access to a spokesperson, to a trial product, the first sit down, or the first review is that this product or service is a luxury, that it’s an aspirational service or good, and that it’s superior. No one’s worried about exclusivity over something that’s low-grade, so there must be some perceived status of well-being, of some higher quality. The other element is that in the market, there is a sense of competition and also an entry barrier. With the Blackberry example, while the competition was in and amongst the media, the entry barrier was that there were only going to be 10 of these phones in Singapore, and so if you were not part of the first tranche of media who took the opportunity to write up reviews, you wouldn’t get one. That’s one way to control the supply. If you’re going to offer an exclusivity deal to the media just as you would to a potential customer, think about whether you can control the supply.

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