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To Embargo or Not to Embargo: Why Timing is Everything

In a fast-paced world, it’s easy to get caught up in the race to break news. More often than not, though, timing is more important than speed.

Timing is critical because it shapes narratives and builds message depth. However, timing can also be challenging to control, and if not carefully planned, it can jeopardize the significance of the news.

Embargo media outreach is a PR strategy that grants more control over the timing of announcements and storytelling. It provides reporters early access to news before you officially make that information public. With an embargoed press release, companies can generate interest in the news while also controlling the timing of coverage. During an embargo period, reporters can interview company spokespeople and develop their articles to have their pieces ready to publish the minute the embargo lifts.

But as they say, “timing is everything,” and embargo media outreach can also be risky if a company does not execute it properly. Breaking an embargo – even if by accident – can damage relationships with other journalists and risk highly sensitive information getting out too early without the proper context.

This blog post will share tips for a successful embargo strategy and an example of results from a recent embargoed announcement.

With all announcements, a workback plan can be a helpful tool. However, with embargo media outreach, sticking to a clear schedule and staying organized might be the most important elements for success.

Yes, compelling news and strong supporting messages will help optimize coverage and longer-term success, but the strategy will crumble if your team does not stay organized with the timeline. If your embargo fails due to a lack of organization, miscommunication or misinterpretation, you lose control of timing and you lose trust.  

Here are a few questions to answer to help create a solid embargo workback schedule:

  • When is the announcement date?
  • What are your coverage goals? When do you want coverage to publish?
  • How long is the embargo period? Is this enough time, or too much time?
  • Are different time zones in play?
  • What are the terms of the embargo? How will you confirm and track who has agreed to the embargo?
  • When will reporters receive the embargoed materials?

After the company sets a clear timeline, you can develop the materials and press list of who will get early access to the news. Then you can begin to share the embargoed information.

The Communiqué PR team recently had the opportunity to help BCM One announce its latest acquisition. This news had a variety of critical timeline elements because it involved an international company, a definitive agreement and all the sensitivities that come along with an acquisition.

It was important for the team to be highly organized across all communications to ensure that information remained secure and did not leak before the approved announcement date.

We leveraged an embargo media outreach to give a handful of international trade outlets early access to the news. As a result of the strategy, we secured a few interviews and lined up coverage to publish on the announcement day. Below is a selection of articles published during the first few days of the announcement.

Are you considering embargoed media outreach for your next announcement? Check out these blog posts for insight on announcement best practices and other embargo success stories.