by Most PR professionals use embargo to secure media interest and tell (and often shape) the story behind their announcement.
Today, Bloomberg editor in chief John Micklethwait sent out a letter acknowledging the premature publication of the news that Evan Gershkovich and others would be released. This breach of the embargo could have endangered the negotiations that set them free. An investigation was launched, disciplinary actions taken, and personal apologies issued.
In that sense, Bloomberg did well to manage openly and honestly what could have become a much more serious crisis that would have greatly impacted the reputation of the organization and the credibility of its reporting, let alone the lives of the hostages.
This is not the first nor the last time an embargo was broken and brought into the spotlight.
For most announcements, it’s sufficient to write “embargoed until [date]” in the header of a press release and get a written or verbal confirmation of acceptance from a reporter. However, many private and government institutions have created much stricter and more comprehensive procedures and protocols for preventing an embargo from being broken.
The U.S. National Agricultural Statistics Service locks journalists’ cell phones during their briefings leading up to the announcement of crop production figures.
Source: Wikipedia
Courts across the world hold lockups for media immediately before releasing judgments.
“The Supreme Court of Canada may, at its discretion, hold lockups for media and counsel immediately prior to the release of its judgments. The purpose of lockups is to facilitate accurate and informed reporting of the Court’s judgments.’
The way certain organizations have approached and enforced embargoes has been widely criticized.
Scientific American has criticized the Food and Drug Administration for “arm-twisting” journalists because of the way they handled embargoed briefings. Other organizations such as the U.S. Bureau of Labor Statistics have abandoned “media lockups” completely. (Perhaps they should have also abandoned the term as well.)
“Discontinuation of the lock-up best ensures the equitable and timely dissemination of statistical information consistent with the Office of Management and Budget guidance. Continuing security, resource, and equity concerns – as discussed below – also outweigh any benefits of the press lockup process.”
Aside from the protocols and procedures, there is certainly a question on some reporters’ minds about whether the news itself warrants breaking an embargo and if it is in the interest of the people and readers.
There are times when embargoes are broken by accident, which certainly does not justify it.
By briefing the media in advance of an announcement, individuals, governments, and companies can gain the benefit of reducing inaccuracies and spending more time answering pertinent questions that are key to understanding the meaning of the story. Embargoes are also used to secure the interest and commitment to writing a story by reporters who may be more inclined to do so if they are the first to cover it. Other times, embargoes can be used as a tactic to achieve another objective.
Here are a few tips on how to establish, enforce, and respect the embargo:
- Be clear about what is embargoed and until when.
- Know the difference between an embargo and an exclusive and be upfront with reporters about it.
- Understand what will happen if the embargo is not respected and try to gain confidence in the reporters you are working with, not just the story you are telling.
- Use reminders to ensure embargoed dates and times are not misunderstood or misread.
- Communicate to reporters if the version you are providing is the “latest and greatest” or whether there will be updates.
- If implementing a non-exclusive embargo, ensure that you are providing the same information to all reporters.