If anything, embargoes have only become more important in recent years, and theyre certainly not going anywhere.
It also requiresrealrelationships with journalists.
It’s free, every week, in your inbox.
But simultaneously juggling multiple journalist relationships while preparing a big PR push comes with its own set of challenges.
Thats where the embargo comes in.
Embargoes are valuable in part because they prevent inadvertent favoritism.
Avoid opening a communication channel with a journalist youve never worked with before with an embargo.
Theres no good way to soften the but-what-can-you-do-for-me implied in that kind of unsolicited introduction.
Learn to prioritize and personalize.In other words, know who youre talking to.
If youre not sure, ask.
No dropping an embargo on a reporter two days before it lifts.
It may also have the inadvertent effect of making you look both disorganized and inconsiderate of their time.
Try two weeks instead.
Be considerate by being discerning and realistic.
This means deciding whats truly newsworthy rather than promotional, then only embargoing the most important newsworthy developments.
High-profile partnerships that coincide with a previously unseen special edition version of your product?
High-profile endorsements and big awards?
Those are no doubt wonderful to have, but they land firmly in the promotional camp.
Part of the reason for that is practical.
Thats why a little courtesy works wonders when it comes to embargoes.
Journalists, in turn, can (not unjustifiably) find startups public relations efforts a littletoopersistent or impersonal.
Ayelet has 20 years of experience in public relations and marketing.
