How do you avoid common pitfalls and mistakes when negotiating an embargo?

Before you spill the beans to journalists, brace yourself with this controversial truth: Know your goals! Like a warrior planning a battle, define your message, target audience, positioning, and the risks vs. rewards. Without a clear goal, you're a ship lost at sea in the media storm. Know your mission or risk becoming headline roadkill.

Avoiding common pitfalls when negotiating an embargo involves clear communication and adherence to best practices. Start by establishing a clear embargo date and time, ensuring all parties understand and agree to it. Maintain confidentiality until the agreed-upon embargo lifts, avoiding any premature disclosure. Use trusted communication channels for embargoed materials and maintain a record of all agreements. Avoid sharing embargoed information with unauthorized parties and be cautious about accidental leaks. Finally, respect the embargoed content's terms and conditions, including any restrictions on usage or publication.

If you make the decision to embargo a story you better be damn sure it's a story with solid news value. There's nothing worse than embargoing what you think is an important story and nobody uses it. But that doesn't prevent you from reaching out to select reporters and get buy-in so you know you will garner some pick up.

Goals can be overrated. Obsessing over predefined outcomes limits opportunities. Embrace fluidity; adapt as situations evolve. Instead of rigid objectives, prioritize adaptability and openness to unforeseen possibilities. By remaining flexible, you capitalize on unexpected opportunities and navigate challenges more effectively. So, instead of fixating on predetermined goals, cultivate a mindset of agility and readiness to seize the unexpected.

Clear communication and respecting the reporter - PR professional relationship are keys to success for embargoed stories. Remember you're partnering with the reporter and it needs to be a mutually beneficial relationship for both parties. Clear communication and working together towards a common goal of a great story will be a win for all!

Don't limit outreach to established journalists. Emerging voices offer fresh perspectives. Prioritize alignment over prominence; shared values trump status. Avoid gatekeeping; inclusivity fosters diverse coverage. Embrace new voices; they challenge industry norms and spark innovation. By broadening your scope, you tap into a wider range of perspectives, enriching your narrative and reaching new audiences. So, instead of solely targeting established journalists, embrace diversity in your outreach, amplifying a variety of voices for more inclusive and dynamic coverage.

The best candidates for embargo requests are beat reporters on the content involved (they are fewer and farther between) who have a vested interest in a long-term relationship with you or your client.

When it comes to embargoed stories, brace yourself for a harsh reality: not all journalists are your allies. Some won't touch embargoes due to ethics, policies, or indifference. Your story isn't a blockbuster for everyone. So, be picky. Dive deep into journalism's pool, find those who swim in your niche, with a track record of turning dull news into captivating tales. Build relationships; don't be the desperate mass pitcher. Play smart or get lost in the journalist's digital abyss. Journalism's a game; play it right or get played.

I have also found that some reporters simply aren’t familiar with the concept, especially in our smaller markets here in Montana. In that case, I try to balance educating them on how an embargo can be mutually beneficial with overworking the story - and sometimes the results are mixed!

The more targeted you are in your search for potential targets for an embargoed story the better. Keep in mind that beat reporters who have a vested interest in the subject at hand are much more likely to be open to embargos than generalist reporters who cover larger beats unless your client is a Fortune 500 company or known brand.

The biggest mistake I see from PR professionals is not having the journalist agree to the embargo in writing. You should have something like "I agree to the terms of this embargo" in writing somewhere before you release any information you do not want to see in print right away.

Journalists often resent embargoes, viewing them as attempts to control the narrative. Instead of enforcing embargoes, foster genuine relationships with journalists. Provide exclusive, compelling stories without restrictive conditions. Transparency and trust yield more favorable coverage than embargoes, which risk alienating journalists and stifling authentic storytelling.

In the world of embargoed info, there's no room for misunderstandings. Lay it out: why the embargo, terms, and consequences, preferably in writing. Provide what they need and be their go-to for questions. In this game of power through information, clear communication is your secret weapon. Nail it or watch your embargo crumble.

In the embargo game, vigilance is key. Once you've got the agreement, stay engaged. Check in with journalists, address concerns, and be prepared for curveballs like leaks or breaking news. Have a backup plan in case the embargo breaks. Not every outlet will play by your rules, so be ready to respond swiftly. In this high-stakes media circus, staying vigilant is your best defense.

If another outlet or reporter breaks the story through another source before the embargo ends contact the reporter who has agreed to the embargo ASAP. Transparency is critical, and while I never recommend uttering the words, "I owe you one" I would still be sure they understand how much you appreciate their professionalism.

Once the embargo curtain falls, don't just applaud and forget. It's time to dissect the performance. Did you hit your targets? Was it a home run or a flop? Thank those who played by your rules - they're your allies. Keep nurturing those relationships. But here's where it gets real: confront your blunders head-on. What went wrong during the negotiation? Learn from those missteps. It's how you grow. In this game of PR, every move should be a lesson, not just a show.

Do not issue an embargo by email until you have spoken with the journalist. Agreements are two-way. If you send information to a reporter without an agreement, the reporter has just received information with no strings. Most times, reporters will not burn you for this. But if they are in a competitive environment, they might.