In the News
July 19, 2016

Seven Reasons To Consider Adding An Embargo To Your Next News Release

For brands with big news to share, embargoing your release could be a wise decision. Not only are you able to give your choice outlet the scoop on what you’re about to announce, but you also provide yourself ample time to set the news up for a feature story right when the release hits the presses.

If you’re on the fence about whether to embargo your release or hold off on making any announcements before its release date, consider its advantages while also understanding the risks of letting your news leak before press time.

Below, seven agency executives from Forbes Agency Council offer their reasons why embargoing your next company announcement is a good idea to consider.

1. It’s A Win-Win 

If a reporter agrees to receive news under embargo, it’s a win-win for both of you. It allows them to get the news from you, conduct interviews they may like to have to flesh out their story, and get their story posted at the same time as others who have agreed to the embargo (which should be ahead of your public announcement). And it allows you to have an inkling of what’s to come. – Starr Million BakerInk Public Relations 

2. It Gives Publishing Rights To Your Choice Media Outlet 

I recommend using an embargoed news release strategy to negotiate exclusive “first to publish” rights with choice media outlets. Most major media outlets will more carefully consider featuring your news if it is made available exclusively to them before you release it to other media companies. While you risk not getting covered in as many outlets, you gain the likelihood of getting top coverage. – Kristopher JonesLSEO.com 

3. It Allows You To Strengthen Your Story 

Before deciding whether to embargo your story, ask yourself: How strong is my story? If your answer is “very strong,” then you should hold an embargo and give as many publications as possible the chance to cover your news. Make sure to selectively choose the writers in those outlets that you want your story in and allow them sufficient time to write. Give all writers exactly the same info. Don’t play favorites. – Ayelet NoffBlonde 2.0 

4. It Allows You To Provide Fresh Insight

The media wants “new” ideas; that’s why it’s called news after all. Once a release crosses the wire or a story runs, it is no longer new. Pitching under embargo allows you provide fresh, new insight and enables you to develop deep reporter relationships by providing access to fresh content in a timely manner. – Danielle DeVorenKCSA Strategic Communications 

5. It Gives You A Bigger Bang For Your Buck 

You should embargo a story when you want many media outlets to be on the starting line at the same time. This levels the playing field among outlets and allows them to plan their response. What will give you the biggest bang for your PR bucks? Sometimes the trickle effect creates a snowballing media response. With embargoes, however, you are treating all media equally. Editors appreciate that. – Brandon StapperNon Stop Signs 

6. It Mitigates Your Chances of News Accidentally Leaking 

If you have timely or sensitive news breaking on a specific date, you need to seed the story beforehand without risking that outlets will break the news before you’re ready. Good outlets will respect your embargo and wait until it’s lifted to break your news. In return they’ll expect exclusive or priority access to the story, so be candid if you’re pitching other outlets in their category. –Gretel GoingChannel V Media 

7. It Strengthens Your Reporter Relationship 

It comes down to relationships. The person handling media contacts in your organization should have strong local media connections. The trust established there determines if your press releases are embargoed. When there’s a healthy relationship, you can trust information will not be presented before time and that news organizations are interested in preparing stories for your big announcements. – Bernadette ColemanAdvice Local