Should I use an embargo in a press release?

An embargoed press release is an article shared with journalists, sharing a specific time and date when the information contained can be published. It is usually used when a campaign or product is being launched at a specific time, and a brand doesn’t want the news leaked ahead of time. But does the embargo have a place in an increasingly digital age?

In a recent PR Week article, SWNS Media Group head of news Laura Elvin says:

“Nobody wants to see a great story that they can’t use – it’s digital journalism first now,” she said, but acknowledged that there could be an argument for them if you’re pitching to print specifically.

As Laura outlines, embargos are an essential tool in our PR arsenal when speaking with print journalists, who can have lead times of up to six months ahead of publication. Embargos also have a place when building excitement for a campaign – if news is announced at an event ahead of a launch, an embargo is an essential way to engage with journalists in a controlled way.

However, if you are embarking on a digital first strategy, an embargo is a sure fire way to frustrate. Our role as PRs is to understand journalists’ needs, and help craft stories that work for their readers. Engaging with their timelines is a key way to build relationships, and ultimate secure great coverage for your clients. Our suggestion? For short lead, digital media? Scrap the embargo and focus on timely news.

If you have any questions about embargos, please get in touch! We love hearing from you.