An embargo is a tool used in public relations (PR) to attempt to generate interest in an event or news release. It is an agreement between the publicist and a journalist or media outlet whichrequires the journalist or media outlet to wait until a certain time or date to publish or broadcast certain material.
The most common type of embargo involves ‘breaking’ news before it has been released. This means that information which is not yet known to the wider public is released to a select group of people in advance. This way, the publicist can ensure that the information is released at the right time and in the right way.
An embargo gives journalists and media outlets an exclusive chance to provide an in-depth look into an issue, as they will have had extra time to research and craft their story. It is also beneficial to the publicist, as they will want the focus to be solely on their story and not be overshadowed by others.
When a publicist issues an embargo, they are responsible for ensuring that all those involved adhere to the conditions of the agreement. This means the publicist must provide full information about the embargoed topic, including who, what, why, when, and where. They must provide all the terms and conditions of the embargo in a clear and exhaustive manner and make sure that whatever has been agreed to is adhered to.
The publicist must also agree on a certain time and date for the embargo to be lifted. This can be anything from a few hours or days to a month or more depending on the publicity campaign. The reason for this is to ensure that the release of the information is timely and the press release can be published at an advantageous moment.
In addition to this, the publicist must ensure that all relevant media outlets are aware of the embargo. They are responsible for alerting the media to this agreement before the embargo lifts and they do this either through the media itself or by other means such as email or press release.
Become a Sales & Marketing Rainmaker
Learn valuable skills to win more customers, grow your business, and increase your profits.
Some best practices for adhering to an embargo agreement are as follows:
1. All media outlets should be made aware of the embargo agreement BEFORE the embargo lifts
2. Give the media sufficient notice of what to expect and when it needs to be published/broadcast
3. Make sure you provide full information about the content, i.e. who, what, why, when, and where
4. Alert the media outlets to the embargo by email or press release
5. Follow up with the media to ensure that they are adhering to the terms of the agreement
Embargos can be a helpful tool in public relations campaigns. They help ensure that a story is released to the media in a timely manner, and can provide media outlets with an exclusive piece on an issue. However, publicists must ensure that all relevant media outlets are aware of the embargo agreement, and that all the terms and conditions associated with the agreement are adhered to. They should also give the media sufficient notice of what to expect and when the embargoed material should be released. Following these guidelines and best practices can help publicists to effectively use an embargo agreement in their PR campaigns.