Handling a PR embargo is one of the most delicate tasks in a public relations professional’s toolkit. It requires precision, trust, strategic timing, and strong relationships with journalists. A PR embargo is essentially a mutually agreed-upon delay between when information is shared with the media and when it can be made public.
This approach is used when a company or organization wants to control the timing of a news release—be it a product launch, funding announcement, executive change, or major partnership—while still giving journalists time to prepare quality coverage.
While embargoes can offer significant benefits when used properly, they also carry the risk of leaks, confusion, or strained relationships if mismanaged. Knowing how to handle an embargo correctly can make the difference between a successful media rollout and a PR disaster.
The first step in handling a PR embargo is determining whether the news is genuinely embargo-worthy. Embargoes should be reserved for high-impact stories that require time for journalists to craft thoughtful articles, conduct interviews, or coordinate with editorial calendars. Embargoing trivial announcements can damage your credibility with reporters, who may feel you’re using the tactic to artificially inflate interest.
Before proposing an embargo, evaluate whether your story justifies advance access. Ask yourself if multiple journalists would need time to research the topic, if you’re coordinating coverage across outlets, or if a simultaneous release across regions is critical. If the answer is yes, an embargo could be appropriate.
Once you’ve determined your news is suitable for an embargo, the next critical step is communicating it clearly and professionally to media contacts. When pitching embargoed content, always lead with transparency.
Subject lines should clearly state the information is under embargo, and the body of the email should spell out the embargo date and time, along with the time zone. It’s important not to assume the journalist has accepted the embargo just because you sent it.
Instead, you must receive an explicit agreement from them acknowledging the embargo terms before you send any sensitive material. Many seasoned reporters won’t open embargoed emails unless they’ve agreed to the terms in advance, so make the embargo optional and never force it.
When reaching out, a good approach is to first pitch the idea with a teaser and request for embargo approval. For example, your message might read: “We’re announcing a major partnership between [Company X] and [Company Y] that could reshape [industry trend]. I’d love to offer you advance access to the news under embargo until [date and time].
Would you be interested in reviewing the press release early?” This way, you’re giving the reporter a chance to opt in. Once they respond affirmatively, then you can send the full materials.
When preparing embargoed content, be sure to include everything the journalist needs to craft a complete story. That means supplying the press release, high-resolution images or logos, executive quotes, relevant data, and any background context. If possible, offer the opportunity for interviews with key spokespeople before the embargo lifts.
This gives journalists a richer story to work with and increases the likelihood of in-depth coverage. Embargoes are an opportunity to provide premium access and value, so treat your media partners like VIPs during this process.
Another important part of managing a PR embargo is setting up an internal workflow. Coordinate closely with your company’s legal, marketing, and leadership teams to ensure everyone is aligned on the embargo timing and messaging. Nothing undermines a media relationship faster than confusion or mixed signals from within your own organization.
Make sure all social media posts, email campaigns, and website updates are scheduled to go live at the exact moment the embargo lifts—no earlier. Use project management tools or scheduling software to keep everyone on track.
Despite best efforts, embargoes sometimes get broken. A journalist might accidentally publish a story early due to miscommunication, or the information may leak through a third-party channel. If an embargo is broken, act swiftly but professionally. First, contact the journalist or outlet to understand what happened.
In many cases, the breach is unintentional and can be corrected quickly with an update or a temporary takedown. If the story is already public and spreading, alert the rest of your media contacts so they can publish early too—this levels the playing field and preserves goodwill. In some situations, you may need to issue a public statement to clarify timing and reinforce your company’s narrative.
While a broken embargo is frustrating, avoid the temptation to retaliate or blacklist the journalist unless it’s a repeated and deliberate pattern.
How to Handle a PR EmbargoMistakes happen, and maintaining a relationship is usually more important than a single misstep. However, do keep a record of breaches and share that information with your team when planning future embargoes.
Timing is everything when it comes to embargoes, so be strategic about the embargo lift date and time. Consider when your target audience is most active, and choose a time that gives reporters breathing room to write while still ensuring timely publication.
For example, embargoes that lift at 6 a.m. ET on a weekday give journalists time to prepare a story the previous day and help your news hit inboxes when people are starting their day. Avoid late Friday embargoes unless you want the story to go unnoticed, and steer clear of holidays or major news events that could overshadow your announcement.
Embargoes are also useful for coordinating global PR efforts. If you’re launching a product across multiple countries, embargoes allow you to manage regional press releases and synchronize timing across time zones.
Just be extra clear with international journalists about embargo rules and convert time zones correctly in all communications. Tools like World Time Buddy or Google Calendar invites can help eliminate confusion.
Some PR professionals prefer using the term “under embargo” rather than “exclusive” because it allows you to pitch multiple journalists while keeping the news under wraps.
That said, in some cases it can be effective to offer an exclusive story to a single top-tier outlet, then embargo the broader news for other outlets. This can generate early interest and help you build relationships with influential journalists—but only if done transparently and respectfully.