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PR Playbook: Pitching News Under Embargo

By March 8, 2022 No Comments

BOCA is continuing with our #PRPlaybook series and this month we are focusing on best practices for pitching news under embargo

First let’s start off with the basics: An embargo is when a story is shared ahead of time with news reporters as long as they agree not to publish it until a mutually agreed upon date. Pitching under embargo can be beneficial for a multitude of reasons, one of the biggest being a higher likelihood of earned coverage from multiple outlets, which is every PR professional’s goal! Embargos can also be beneficial for reporters, as it gives them a bit of lead time to prepare the story and allows them to craft it specifically for their audience. 

Deciding what is appropriate to pitch under embargo is extremely important — it has to be newsworthy. Big announcements, new product launches or significant survey results are some things that might spark interest from the media. Once you have decided your content is appropriate for an embargo, you have to decide who to take it to. It is crucial that you trust the journalist you are pitching because there is no guarantee that they will abide by the embargo agreement. However, if the deal is good to go, entering into these embargos can ultimately build a stronger relationship with the media which is obviously beneficial for future content placement.

Before pitching the embargo, develop a PR Plan that includes a workback calendar of when assets should be completed. This should include the press release as well as analysts, customer and executive quotes. This workback calendar is essential to ensure that you are planning for all assets that should be shared with reporters, once embargos are accepted. Reporters will appreciate your preparedness and it will make the process as efficient and smooth as possible. 

When possible, try to pitch news under embargo to reporters at least two weeks before the actual announcement to ensure they are able to fit the news into their schedule and to give them enough time to write the stories. As you communicate with reporters, be sure to be very clear regarding the date and time that the embargo will be lifted, and put this information on every piece of material you send them. 

As you get closer and closer to the release date, expect to have a few bumps in the road. If timelines shift or content changes, make sure to stay in contact with reporters and have transparent communication. This will benefit you in the long run. When done correctly, an embargo can be great not only for your clients, but also for you as a PR professional and your relationship with reporters!

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