Content is like everything in life—all that is available straight away and to everyone has a poorer power to attract than the things that are offered exclusively to you. Almost everyone is fighting over products that are in short supply. This is just how we operate—if we can’t have certain things, we want them all the more. How important is exclusive content in everyday relations between PR pros and journalists? And how to make the most of it to give your readers an incentive to take action?