What is the purpose of a press embargo?
An embargo has two practical uses. First, it allows multiple media outlets to prepare their articles in advance for a coordinated release at the same time. Second, it gives journalists the time to process the information properly, ask questions, and find angles, rather than rushing to write a piece in 20 minutes.
Without an embargo, a major announcement might either be ignored (because journalists don't have time to cover it) or glossed over (resulting in a rushed, three-line article). An embargo turns information into a well-researched story.
How to phrase an embargo
The embargo notice must appear clearly at the top of the document sent, before any other information:
EMBARGO until [date] at [time] (Paris time)
Always specify the time zone. For international announcements, indicate both the local time and UTC. Never place the embargo at the bottom of the document: if the journalist doesn't see it, the agreement is not valid.
Risks and limitations of an embargo
A journalist can break an embargo. It is rare, but it happens, especially under competitive pressure. If a competitor publishes before the set date, other media outlets are released from the agreement and will publish immediately. The scoop is lost.
Another limitation: an embargo is only useful if journalists see a benefit in honoring the agreement. If the information is not important enough to justify waiting, some will not respect the date. For major announcements (significant fundraising, strategic product launches), orchestrating between media and LinkedIn multiplies the impact of a coordinated release.
What we see with our clients
An embargo is useful for major announcements: fundraising, significant product launches, or strategic partnerships. For routine communications (minor new features, new hires), it is counterproductive. It creates expectations without justifying the interest and risks making the information seem overhyped.
The rule of thumb: if you don't have at least 3 journalists interested in preparing an article in advance, an embargo makes no sense.
Learn more
An embargo is part of a broader launch strategy. Find best practices on the best time to send a press release and how to coordinate an announcement release to maximize coverage.
