Press Embargoes Explained: Do They Work?

We’re about to dive into the PR equivalent of the “pineapple on pizza” debate. 

Do embargoes work, or are they as outdated as using a fax machine to send your crypto wallet address?

This is an instrumental, and oftentimes abused mechanism from founders and companies. They think that because they retain information, it will somehow hold more value than a Satoshi-era bitcoin.

Let’s break it down.

First of all, what’s an embargo?

For the uninitiated, an embargo is when a PR pro says to a journalist, “Here’s some juicy news, but please don’t publish it until this specific time.” 

It’s like telling a kid not to eat the cookie in front of them for an hour. But yeah they’ve become a strategy for founders to make their news sound more exciting than it actually is. Sometimes, mind you, it is. But a lot of the time, embargoes are weaponized.

Even so, they can be useful, both for journalists as well as companies. 

Why don’t we look at both sides:

The PR Perspective: “Embargoes are Essential!”

PR folks love embargoes like crypto bros love laser eyes on their profile pics.

That’s because they see it as a level playing field, giving all journalists an equal shot at the story. It also helps reporters prepare and have time to write a well-researched piece instead of rushing to beat the competition. Embargoes also help companies coordinate announcements across different channels.

Timing is everything, right?

And lastly, let’s not forget the global nature of crypto. With set release times, companies can ensure their news hits the proper time zones at the proper time.

The Journalist’s Rebuttal: “Embargoes are BS!”

Journalists, on the other hand, often view embargoes with the same enthusiasm as a surprise audit from the IRS.

Let’s enumerate their frustrations:

• Trust: What’s stopping another outlet from breaking the embargo? 
• Relevance: By the time the embargo lifts, the news might be as stale as week-old bread.
• Pressure: It creates artificial deadlines in an already deadline-driven profession.
• Manipulation: Some see it as companies trying to control the narrative and timing of news.

We’ve all seen journalists, PR reps, and founders use and abuse the embargo. Not always out of bad intentions, but sometimes things just get a bit out of control out there.

Relevant read: How to Ruin Your Media Relationship With a Top Tier Crypto Reporter

Reality Check

So, do embargoes actually work? 

Well, it’s complicated. Like trying to explain blockchain to your grandma, the effectiveness of embargoes depends on various factors:

Do you have a solid rapport with journalist? in that case, they’re more likely to respect (and at least agree) to the embargo. Later, you have to deal with the piece being “news-worthy” or if you’re just trying to get some PR. The latter is fine, but it’s an important note that journalists will always be looking for scoops or stories and not a free podium. 

There are also industry norms that affect embargoes. In some sectors, like crypto, tech, or finance, embargoes are simply more accepted than others. And let’s not forget timing, an embargo for the next day is a bit hard to get, whereas an embargo for a month in advance is likely a hard pass. 

The Embargo Evolution

The media landscape is changing faster than crypto market sentiment after an Elon Musk tweet. 

With the rise of social media and 24/7 news cycles, embargoes are evolving to shorter windows, with embargoes set for the next day rather than next week; along with a much more selective use. 

Smart PR pros, at least, are using embargoes more sparingly, leaving them for the truly significant news. 

The 21st century is also bringing “soft embargoes” instead of strict deadlines. It’s important to try out new ways to get things published with journalists who, let’s admit it, are probably also keen to switch up the embargo game as well. 

The Bottom Line

Embargoes are like dietary supplements. They can be effective when used correctly, but they’re not a miracle cure for all your PR ailments.

If you’re going to use an embargo:

1. Make sure your news is actually worth it.
2. Keep the timeframe short and sweet.
3. Build strong relationships with journalists.
4. Have a backup plan for when (not if) someone breaks it.
5. Be prepared to offer something extra to sweeten the deal.

Remember, in the world of PR, trust is your most valuable currency. Use embargoes wisely, or you might find yourself with a wallet full of worthless tokens in the attention economy.

Embargoes aren’t dead, but they’re definitely evolving. Like any good crypto project, adapt or get left behind.