Embargo vs. Exclusive: What You Need to Know
News embargoes and exclusives are tools publicists use to disseminate news or information. Let’s look into the specifics of each tactic, and when it is appropriate to offer one or the other:
What is an embargo?
An embargo is a request or requirement by a source that the information or news provided by that source not be published until a certain date or certain conditions have been met. In many cases, this is shared typically in the form of a press release.
Embargos provide media contacts the opportunity to review a news announcement early and spend extra time to write a story on the item. There are several reasons one might consider pitching information under embargo. First, it allows the announcing brand to schedule interviews ahead of the release date, which can result in more detailed stories that publish alongside the information’s official public release. Second, it can be an effective tool for securing placement in national or top-tier outlets. Media benefit from filing stories “first,” and by providing an outlet with that opportunity, it can make the story more enticing for the target.
Embargo pitching has become so commonplace in the PR industry that it’s now arguably oversaturated and has consequently lost its luster. This strategic tactic is meant to be used selectively, rather than as a standard practice for every announcement a brand distributes.
What is an exclusive?
An exclusive is a story that a media outlet secures solely or first, depending on the overall strategy. Typically, an exclusive is offered to grant expanded access and early reporting on a story to be distributed widely in the aftermath of that piece being published. Once the exclusive runs at an agreed-upon date and time, the story can be pitched widely to broader media targets.
Exclusives can make stories enticing to publications because they give them a leg up on their competitors. This tactic can also help build the relationship with the target reporter or producer.
Exclusives, like embargos, have also become ubiquitous in PR strategies, and therefore should be used sparingly and selectively. This selective approach tends to bode well for a PR strategy when an exclusive offer yields an in-depth story addressing topics important to the brand story itself. Typically, exclusives are best used for large announcements. A new hire, for example, is not an event worthy of an exclusive. A funding announcement, on other hand, may benefit from an exclusive strategy.
Are there risks associated with pitching breaking news under embargo or as an exclusive?
Exclusives and embargoes can both prove risk-free if handled appropriately.
Sharing information under embargo with a member of the media requires that the target agree to honor the embargo before you share the information. If you send information to a press target and label it under embargo, without them agreeing to that time frame, then they are realistically able to publish that once received. Of course, this depends on the relationship, but it’s always best to err on the side of caution and receive an embargo agreement before sharing any details.
With an exclusive, the risk lies in the brand’s ability to honor the offer to the media outlet. That means no other outlet can publish before or at the same time as the exclusive target, and that no one else has equal or more access to the story. The impact may not be seen in the resulting story itself, but batching an exclusive offer can tarnish the brand’s reputation and future relationship with the target outlet. Media relations is all about relationships - and how you honor those relationships. Maintaining professionalism and sticking to your word as the offerer of the exclusive is paramount.
Pitching a news story as an exclusive or under embargo represents a valuable asset in the PR toolkit, but understanding the news story and target publications is in itself a large undertaking that takes sophisticated media interaction and skill.
