The media embargo

For maximum impact, you'll usually want to try and make sure that different publications cover your story simultaneously, because once it's appeared in one newspaper, it'll be old hat to the others. That's one of the reasons you might use a media embargo.

A media embargo is a tool used to try and control when news issued in a press release is first published.

Just write 'Embargoed to [time], [date]' on your press release, and publishers and journalists should respect your wishes.

That's the theory, at least.

The reality is that some won't. In fact, some will even delight in breaking your embargo. Why? Well you have to remember that a journalist's duty is to his or her readers. Put yourself in their shoes. A nice juicy story lands on their desk, with an instruction from you not to write about it before a certain date. Inevitably, that's going to put a few backs up: "And who the hell are you to tell me when I can or can't write your PR story. Think yourself damned lucky I want to write about it at all".

On that basis, we recommend that you do NOT embargo a press release unless the publication date really is a matter of national importance.

Instead, control the publication of your story by controlling the distribution of your release. In other words, don't send it till you're ready for journalists to write about it.

There is one exception. You may want to send your press release to media outlets, usually magazines and television forward planning desks, that are working on a much longer lead time than newspapers or websites. They might even thank you for an advance notice of your plans. Problem is that so many journalists work simultaneously on both long and short lead time publications.

So, that's the time to use an embargo: when sending a press release to long lead time publications without compromising the amount of coverage you might achieve in short lead time outlets later.

In this case, we still recommend you explain the reason for your embargo. Preface the word Embargo with 'Advance Notice'. Consider adding in the notes to editors: This press release is embargoed for the benefit of long lead time publications, thereby making it clear that your aim is to be helpful, and your embargo isn't there because you want any publicity to coincide with your forthcoming advertising campaign.

Last updated: February 2007

Related public relations idea guides and resources:

• What is public relations?
• When and how to use public relations
• Choosing a PR agency
• Writing a press release
• Targeting press releases
• Ringing journalists
• Measuring and evaluating PR
• Consultheguru for a PR idea for your business