What is an Embargoed Press Release?
An embargoed press release is a news announcement or statement that is distributed to media outlets in advance of its intended publication date, with the understanding that the information should not be made public until a specified time.
Key points about embargoed press releases:
- Timing: They include a clear date and time when the embargo lifts and the information can be published.
- Confidentiality: Recipients are expected to keep the information confidential until the embargo ends.
- Purpose: This approach allows journalists time to research, prepare stories, and ask questions before the news becomes public.
- Trust: The embargo system relies on mutual trust between organizations and media outlets.
- Content: Press release embargoes are often used for significant announcements, research findings, or major corporate news.
- Distribution: Typically sent to selected media contacts who agree to honor the embargo.
- Risks: There’s always a possibility that the embargo might be broken, intentionally or accidentally.
Embargoed press releases are common in fields like science, technology, and business, where coordinated announcements can be crucial.
Why to Use an Embargoed Press Release
There are many reasons behind sending out embargoed press releases, including:
- It allows companies to synchronize the release of news. This is still important today since bloggers can publish news much faster than newspapers or magazines. An embargoed press release keeps everyone on the same playing field.
- It helps you manufacture buzz. This goes hand in hand with the previous point, but it’s worth mentioning. One of the main reasons for forcing everyone to report the story at the same time is that it helps create a buzz around the news event. Whenever everyone is reporting on your story at once, it creates the impression that you have something BIG going on.
- It gives journalists an opportunity to prepare their story. By giving reporters a heads up, they have more time to do their research to create a better story. Remember, these guys (and girls) are covering tons of stories, so giving them that extra lead time can help them work your story into their busy schedule. Make sure you have a news room setup on your website for reporters to get more information about your company.
- It could help avoid legal issues. There may be situations where a company could get in trouble if a journalist publishes certain information too soon. Embargoed press releases can be helpful in avoiding these nasty scenarios.
Disadvantages of Using Press Release Embargoes
While embargoed press releases have their advantages, they also come with several potential disadvantages:
- Risk of leaks: There’s always a chance that someone might break the embargo, either accidentally or intentionally. This can lead to uncontrolled spread of information and potentially damage relationships with other media outlets.
- Loss of control: Once the information is out, even if under embargo, the issuing organization has less control over how it might be interpreted or used.
- Competitive disadvantage: If a competitor gets wind of the embargoed information, they might try to preempt the announcement with their own news.
- Reduced news value: If too many outlets receive the same embargoed release, the news might feel less exclusive when it finally breaks.
- Complexity in global announcements: With different time zones, it can be challenging to coordinate a simultaneous release across international media.
- Potential for misunderstandings: There might be confusion about exact embargo times or conditions, leading to accidental early releases.
- Resource intensive: Managing embargoed releases requires additional time and effort to coordinate with multiple media outlets.
- Legal issues: In some cases, sharing information under embargo could be seen as selective disclosure, potentially running afoul of financial regulations.
- Reduced flexibility: Once an embargo is set, it can be difficult to change the release time if circumstances shift.
- Frustrated journalists: Many media professionals dislike embargoes, viewing them as attempts to control their reporting or timing.
Protecting Your Press Release Embargo
The first thing you should always know is that just because you ask reporters not to cover a story before a certain time and date doesn’t mean they have to abide by your wishes. There are some journalists out there who will intentionally break embargoes, whether it’s due to a publication deadline or just so they can scoop the competition. Granted, those reporters usually get cut off and never talked to again, but you should know that it can happen.
How to Prevent Your Press Release Embargo From Being Violated
To help minimize the chances of your embargo being violated, here are some simple tips you can follow.
- Be specific with publication date and time. In some cases, it might not be enough to say “Under embargo until June 21st.” That still opens up the possibility of some reporters sending the story out at 12:01 am, beating others to punch. It’s better to add a time (e.g. June 21, 3:00am EST).
- Be fair with issuing press release embargoes. Don’t try to embargo some outlets and then give your favorite reporter an exclusive. That’s a media relations no-no, and it will cause everyone else to write you off forever.
- Use the embargoed press release sparingly. Embargoed press releases only make sense in certain rare occasions. The vast majority of press releases you distribute should be for immediate release. If you overuse the embargo thing, it gets old fast. Journalists are not the biggest fans of them either.
Do you still use embargoed press releases?
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of 7 Cheap PR Tactics for Success in Any Economy here: https://www.ereleases.com/free-offer/cheap-pr-tactics/