Understanding exclusives and embargoes

You may have heard of ‘exclusives’ and ‘embargoes’ before, both being media relations tactics that can help get your story heard. Naturally, every brand wants its news to be shared far and wide, but it’s important to understand exactly what these tools are and why your PR team might use them, as each serves a distinct purpose in sharing your brand’s story.

What is an exclusive?

An exclusive is when you offer a story, product announcement, or piece of information to a single media outlet before anyone else. This means that for a set period, only that one publication or journalist has access to interview opportunities, quotes, or early details.

When considering an exclusive, your PR team will send it to one key journalist at a time to gauge interest. This prevents confusion amongst journalists and protects your brand’s reputation with the reporter they’re approaching. Once the news is broken, other reporters and media outlets will be contacted with the news and can choose to share it, but the exclusivity of being the first to publish can be alluring for journalists. 

Your PR team may use an exclusive to secure prominent coverage in a noteworthy publication. Offering an exclusive is an incentive for the journalist to dedicate more time and resources to the story, which may lead to an in-depth article, a front-page feature, or a prime-time segment. 

Exclusives are particularly effective for significant announcements where you want to make a big splash with a specific audience.

What is an embargo?

An embargo, on the other hand, involves sharing information with multiple journalists and media outlets simultaneously, but with a strict agreement that they will not publish the information before a specific date and time. All parties receive the information at the same time, but they are all bound by the same release date.

Good practice from your PR team would ensure journalists have honoured the embargo before any specific information is shared, meaning there is a mutual acknowledgement that the story can only be shared on a specific date, or under specific circumstances.

Using an embargo gives interested media plenty of time to prepare their stories, gather quotes, and create content before the official release. This means that when the embargo ends, a wave of coordinated coverage hits at once, creating greater impact and a broader reach for your brand. It is an effective tool for product launches or event announcements, where widespread coverage is desired. 

In short, exclusives are about who breaks the story, and embargoes are about when the story is broken. 

However, not every piece of news is worthy of an exclusive or embargo; these tools are most effective when used sparingly. It is the job of a skilled PR to understand the news you want to share and the goals of its release. When used correctly, both exclusives and embargoes can significantly maximise the visibility and impact of your brand’s news.