A news embargo is an agreement that journalists will not publish a piece of information until a set date and time. It gives reporters advance access to research and prepare accurate stories, and it is honoured on trust; breaking one can cost the outlet future advance access.
An embargo is a request or requirement by a source that information not be published until a certain date or until certain conditions are met. Wikipedia explains that sources give journalists early access on the understanding that they will hold the story, so reporters have time to research, check facts and produce full coverage. Businesses, medical journals and government officials commonly use them.
The arrangement runs on trust. Breaking an embargo is treated as a serious breach and can lead the source to stop giving that outlet advance information. Wikipedia cites an example from July 2017, when a television presenter announced BBC salary details about an hour before the embargo lifted, an act that antagonized other journalists. Scientific journals also use timed embargoes for coordinated coverage of studies.
An embargo is only binding if the journalist has agreed to it before receiving the information. Simply stamping 'embargoed' on an unsolicited email does not create an agreement. The Agility PR glossary defines an embargo as an agreement between the media and the source not to use a story until an agreed-upon date and time.
How to: 1) Decide whether an embargo is worth it; use one only when advance time genuinely improves coverage. 2) Contact the journalist first and ask if they will accept the embargo. 3) State the exact date, time and time zone. 4) Send materials only after they agree. 5) Keep the list small. 6) Publish on your own newsroom at the moment the embargo lifts, so everyone can link to the original.
QUESTIONS
What is a press embargo?
It is an agreement that journalists will not publish specified information before a set date and time. The source gets coordinated coverage on release day; the journalist gets time to research and write.
Is an embargo legally binding?
Generally it is an understanding based on trust and professional practice, not a legal contract. The usual consequence of breaking one is lost access, not a lawsuit. This is general information, not legal advice.
Can I embargo a release without asking the journalist?
You can label it, but the label only works if the journalist has agreed beforehand. An unsolicited 'embargoed' email does not create an agreement, and a reporter may reasonably choose to publish.
What happens if someone breaks an embargo?
Sources often stop providing advance information to that outlet for a period. Wikipedia describes breaking one as a serious breach of trust. Other journalists may also lose confidence in the outlet.
SOURCES
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