These PR tactics can be super effective – but should be handled with expertise
When it comes to PR, using embargoes and exclusives can be real amplifiers. With the right approach, these tactics can deliver significant benefits, ensuring your announcements get the attention they deserve.
Here’s our advice for making the most of embargoes and exclusives while navigating potential challenges.
What’s a news embargo?
A news embargo, or press embargo, is a directive issued to journalists and news outlets requesting that specific information not be published until a specified date or until certain conditions have been met.
In the B2B world, they are often used by businesses for product or service-related announcements. The media is given advance knowledge of the details, which are kept confidential, allowing them to prepare reports that can be released simultaneously with the official announcement for timely coverage.
Why an expert-led approach is key
Embargoes can be powerful tactics when used effectively, but in inexperienced hands, they do come with risks. It’s crucial to ensure your story is genuinely newsworthy; if it’s not truly important, placing an embargo on the announcement can backfire.
Potential information leaks can also undermine the intended impact, while news cycle competition may mean other breaking stories divert attention from your announcement.
Trust is key—embargoes work best when established on a one-to-one basis with journalists you trust. Journalists are not legally obliged to respect an embargo, so if your story is highly sensitive, perhaps steer clear from this protocol.
The good news? You can manage these challenges. By clearly communicating embargo details with journalists, respecting agreements with media partners and anticipating when seasonal topics may dominate the news, you can:
- Build trust and foster strong, mutually beneficial relationships between journalists and sources.
- Coordinate wider press impact, ensuring a synchronised release across multiple outlets.
- Facilitate in-depth reporting, giving journalists time to research and prepare.
What’s a media exclusive?
Another great tactic to secure press coverage for businesses is the use of a media exclusive. This is the practice of providing a particular news outlet or journalist with unique access to a story, interview or information that is not available to others.
You’d use an exclusive if you have a strong story that is of very specific interest to one publication. This exclusivity can help to secure prominent coverage and build a stronger relationship with the chosen media outlet, as they benefit from having a unique angle or breaking news that their competitors don’t yet have.
Managing risks effectively
There’s a reason why media exclusives are a popular choice for businesses. With strategic selection and appropriate placement, they can:
- Guarantee prominent placement and in-depth coverage, generating buzz and driving engagement.
- Establish authority and credibility, positioning the business as a thought leader.
- Differentiate from competitors, providing a unique angle or perspective that other outlets don’t have access to.
But to achieve this, you’ll first need to choose the perfect media outlet to break the story. If the chosen outlet doesn’t capture the interest of your target audience, it may fail to create an impact.
The use of an exclusive also has the potential to damage relationships with other journalists, who may feel left out if not offered the story. Likewise, there’s a risk of putting all your eggs in one basket; if a bigger story comes along, your story could get bumped.
Avoid these outcomes by using exclusives sparingly, only when they are hyper-relevant and you have selected a publication that’s well-suited for your needs.
The verdict
With careful navigation of potential pitfalls, businesses can leverage news embargoes and media exclusives to maximise PR efforts and ensure their announcements receive the attention they deserve. The key to success? Temper these techniques with experience.
With three decades of PR expertise under our belt, we can guide you through your next campaign with confidence. Get in touch today to see what The Think Tank can do for you.
