The most misunderstood tool in the PR professional’s toolbox is the news embargo.
It is often used to delay reporting on the information in a news release until a specific date and time, usually after a formal announcement has been made.
But in my experience, that’s not really the best way to use embargoes.
I’ve found they are most useful when I’m asking journalists to report on something that requires reading and digesting a lot of information. For example, studies or technical reports filled with data, trends, and original findings, especially in the areas of technology, energy, finance, or policy.
Reporters who have specialized beats live for this stuff. But they need time to absorb it. They need to understand methodology, talk to experts, compare it with other data, verify bold claims, and discuss practical implications.
This is when embargoes start being genuinely useful. They buy the reporter time to think.
But you can’t send embargoed information out a day before the report is released. Or even a week before.
I try to get the embargoed material in reporters’ hands weeks before the publication date.
What’s the best way to go about doing that?
For me, embargoes work best when they’re agreed to, not imposed.
So instead of blasting an email with EMBARGOED in the subject line (which some reporters will not honor, anyway), I start with a short phone call.
I don’t try to sell. I offer assistance.
I frame the news in plain terms: what the study covers, why it matters, and when it’s coming. If the reporter says they’re interested, that’s the moment the embargo actually does its job.
It becomes a mutual agreement. They get early access in exchange for a clear publication date. Everyone understands the tradeoff.
Advance access makes it possible to ask smarter questions after the initial read, rather than rushing through clarifications hours before publication. Offer on-background interviews with the report’s authors during the embargo period to answer any questions that may arise.
When reporters have time to prepare, events like briefings or press conferences on the day of the report’s release become additive rather than redundant. They’re a chance to confirm findings, hear reactions, and ask follow-ups instead of a mad dash to extract quotes before a deadline.
When used correctly, embargoes give reporters the time they need to do their jobs well, and everyone wins: the journalist, the audience, and the organization behind the report.
Do you have questions about PR or communications that you’d like me to address in On Background? Please feel free to email me at paul@paulgriffo.com.