If you work in PR, you’ve likely heard the term 'pitching under embargo'. While you may encounter embargos often, it is a concept  all PR professionals should be familiar with.

For anyone who is not familiar with it, an embargo pitch is one in which you, the PR professional, is sharing information with a journalist or a media outlet under the agreement that it is not to be published until the information is allowed to be discussed at a specific date and time. 

Embargos are usually shared in advance of the press release to allow a journalist time to consider the story. This practice allows for ample time to prepare coverage before the story goes live (i.e. the day the embargo is lifted) and ensures a coordinated release of the story across various media outlets. 

One of the benefits to embargos is that they help develop trust and establish a relationship with other journalists, both the ones you currently work with as well as potential new contacts. 

Embargoed press releases are important strategies used in various client announcements which is why it is essential that you understand exactly how to go about when pitching under this type of arrangement. 

Knowing the proper protocols ensures that you maintain trust and credibility with both your clients and the media. 

To help you get started, we’re sharing the top five tips to help you when preparing to pitch an announcement under embargo.

1. Choose Reputable and Trustworthy Media Partners 

First step in the process is to select the right media partners, especially those with a history of respecting embargos. You want to work with journalists who understand the importance of the agreement and will not jeopardize the integrity of the information shared. 

A good way to start is to identify the media personnel you plan to pitch, which includes looking at your current database of journalists, as well as new journalists, and see what types of stories they’ve recently covered. Does your story fall within their niche?  Maybe your news story would provide the perfect follow. 

2. Craft a Compelling Pitch

Now that you’ve identified the journalists you plan to target, it’s time to write the pitch. It’s important to keep in mind that the journalist must agree to the embargo before you share the details of the story with them. 

So how exactly do you entice a writer to respond to your pitch when you’re limited in sharing information? 

Start by sending an initial email highlighting a few key details to gauge their interest. This includes indicating the embargo lift date (preferably in bold) and include the word ‘embargo’ in the  subject line. 

The email should be attention grabbing in order to convince the journalist to want to cover the story. Highlight key words that align with their niche to help attract their interest as well as offer any unique angles or exclusive content, if available, to bring your pitch to life. 

If they respond with confirmation, the next step is to follow up with more details, including but not limited to the press release. Make sure your press release is finalized or at least 90% done, before pitching, that way there’s no information that changes from the time the embargo pitch is sent out to when the announcement goes live. 

3. Stay Ahead Of Deadlines 

Journalists work under tight deadlines which makes it essential for PR professionals to not only understand them, but to work within the confines of their deadlines. Send out your pitch with enough lead time (approximately 2-3 weeks in advance) for the journalist to review the information shared and allow them time to conduct any of their own necessary research to aid in drafting their story. 

When you approach any type of media, whether it’s a particular journalist or outlet, approach it as a partnership, one that is composed of mutual respect. Being mindful of their time, and approaching them with well-prepared information, shows respect for their craft. 

4. Be Responsive and Available 

Offering to provide additional information or helping to coordinate any potential interview calls they may need from your client is important for multiple reasons. First, it helps build strong relationships with journalists by showing them you are a valuable source. Establishing strong relationships can potentially lead to more coverage in the future. 

Additionally, providing the necessary information the journalist may need will ensure accuracy and reduce the risk of misinformation. 

Just as important is the follow up after you send your initial pitch. This keeps the story top-of-mind for journalists who may be juggling multiple assignments and increases your chances of being picked up. 

Overall, it shows your commitment to the success of the story which in turn, helps to strengthen your relationship with the journalist.

5. Monitor Media Coverage 

Once the embargo is lifted and the article runs, you’ll need to closely monitor the media coverage for several reasons. First, it  allows you to track the impact and reach the story has which will help gauge the success of your PR efforts. From here you may see additional opportunities such as a follow-up piece, interviews, or social media content, all of which can help keep  the conversation going. 

Second, monitoring the coverage ensures the accuracy of the story and helps to identify any possible discrepancies. 

And lastly, monitoring the media coverage helps in preparing your client follow-up report by providing detailed insights into the coverage received, the reach and impact of the story, and any opportunities for further engagement or improvement, ensuring that all relevant information is captured and communicated effectively to your client.

Pitching under embargo will help strengthen your relationships with journalists as well as ensure your stories are impactful, timely, and effectively communicated. This not only helps in your relationships with the media but with your clients as well.