Embargo
An agreement between a source and journalists that information shared in advance will not be published before a specified date and time.
Definition
An embargo is a mutual agreement between a PR professional or organization and journalists that restricts publication of shared information until a predetermined date and time. The purpose is to give reporters adequate time to research, fact-check, and prepare comprehensive stories while ensuring coordinated coverage timing.
Embargoes are built on trust. The PR team shares news early with select journalists under the understanding that no one publishes before the agreed time. In return, journalists get early access to information and the opportunity to prepare thorough coverage rather than rushing a breaking news piece.
Why It Matters
Embargoes allow organizations to maximize the impact of their announcements. By giving journalists time to prepare in-depth stories, embargoes help ensure that coverage is accurate, comprehensive, and published simultaneously — creating a wave of attention rather than a trickle.
However, embargoes must be used judiciously. Overusing embargoes for routine announcements frustrates journalists. Breaking an embargo — whether by the source or a journalist — damages trust and can permanently harm media relationships. PR professionals must understand which outlets respect embargoes and which do not.
Examples in Practice
A company shares earnings results with financial reporters under a 48-hour embargo, allowing analysts to prepare detailed coverage that publishes simultaneously when the embargo lifts at market open.
A tech company provides review units of a new product to 20 publications with an embargo date, resulting in coordinated reviews that create a massive visibility spike on launch day.
A journalist breaks an embargo by publishing early, causing the PR team to lift the embargo for all outlets — the breaking journalist gets the scoop but is removed from future early access lists.