Embargoed Press Release Guide 2024 (+ Examples and Tips)

By Intelligent Relations Team

September 26, 2022

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A press release submitted under embargo is a document that you share with media outlets ahead of pre-scheduled publishing. Unlike standard press releases, journalists and editors are expected to wait until the stated time to publish an embargoed press release’s content. 

Founded on mutual trust, embargoed press releases are a useful way to build anticipation, create maximum impact, and boost traction — especially when the press release is scheduled for publication to coincide with a specific event, like a product launch or website update. 

To navigate drafting and distributing an embargoed press release, we’ve compiled the most important details about the process from start to finish. 

This guide will cover: 

• Types of Embargoed Press Releases
• What to Include in an Embargoed Press Release
• How to Write and Format an Embargoed Press Release + Examples
• How to Distribute an Embargoed Press Release

Types of Embargoed Press Releases

PR specialists often share a press release under embargo with a journalist to provide enough time to prepare a coverage article. In turn, the journalists typically expect the press releases to be submitted at least 24 hours before the embargo deadline. 

Here are some examples of when you might apply an embargo to a submitted press release: 

• When you’re about to launch a unique product: You might choose to use an embargo if the launch coincides with a holiday, or if you’re holding an in-person event to mark it. An embargo gives you time to let reporters sample the product and offer feedback. 

• When you’re working with government agencies: If you’ve partnered with, or are offering services to, a government agency, submit an embargoed press release while officials prepare formal press responses. 

• When you’re working with a prominent figure: If you’re working with a celebrity, for example, you might use an embargo to ensure the press release is published alongside a social media campaign. 

• When you want to share the news with employees first: If embarking on a merger, you may want time to communicate with your team before the official announcement.  

• When you want to give a reporter exclusive access: If you have a relationship with a particular reporter, an embargoed press release gives them access ahead of a general release.

Pro Tip: Maintain relationships with journalists by being responsive, providing accurate information, and offering exclusives or insights that align with their interests. Building trust and understanding their needs helps cultivate a lasting professional rapport.

Find the most relevant journalists for your next press release here: The World’s Most Insightful Journalist Database

What to Include in an Embargoed Press Release

Press releases are short news announcements sent to targeted media outlets in the hopes of securing wider publication. Press releases are specifically designed to be short and objective while still delivering useful information. 

An embargo press release is no different than a standard press release, except that it explicitly includes an embargo date that specifies when the news can be published. When putting together an embargoed press release, there are important things you need to be sure to include in order to hook your readers. 
Like any good press release, The 5 Ws are an integral component.

Provide critical information that answers:

• Who: Explain who the press release is about.
• What: Describe what the press release is announcing. 
• When: Provide details on when the focus of the announcement is taking place. 
• Where: Specify the location where the focus of the announcement is taking place.
• Why: Explain why the news is important currently.

Pro Tip: Follow the inverted pyramid structure to effectively cover the most important info first, offering additional and minor details towards the end of the announcement. 

For more help on writing an effective press release, read our article: How to Write a Press Release for Great Results [Examples + Tips]

How to Write and Format an Embargoed Press Release + Examples

Writing an embargoed press release is straightforward, but it needs to be formatted in a particular way to be effective. We also suggest that you apply an embargo only when needed as it doesn’t guarantee more coverage. 

The most important thing about formatting an embargoed press release is to clearly define the embargo and highlight the date and time the embargo is lifted. 

Also, the appropriate time zone should be specified to avoid confusion with journalists in other countries.

Laying out an Embargoed Press Release

Press releases are laid out like news articles, using the aforementioned inverted pyramid structure. The most important information is relayed first, with supplemental details shared further down. 

Let’s look at this announcement from GameOn that was embargoed until June 23, 2022:

• Embargo Announcement: At the top, write “Under Embargo Until” along with the specified release date. Format this in red to ensure media contacts don’t miss it. 

***Press release under embargo until June 23, 2022***

• Title: Explain the specifics of the embargoed press release in as few words as possible.

• First Paragraph: Cover The 5 Ws and establish the “hook” of the press release.

• Second and Third Paragraphs: Provide more details on the embargoed announcement and place the announcement in a broader context.

• Fourth paragraph: Add a quote from a member of the issuer’s leadership team.

• Fifth paragraph: Add useful information to round out the announcement.

• Boilerplate: Give a short overview of the issuing organization (a useful tip is to copy-paste this from the “About” section of the organization’s website).

• Contact info: Provide the name and email of who will handle press queries. You can also provide a phone number, but it’s optional.

Press Release Basics

Reporters tend to have a love-hate relationship with embargoed content. This is because business leaders often apply embargos to press releases that don’t need them. 

In fact, it’s not been altogether unheard of for various publications to break embargos altogether. While they are largely respected, some publications (typically tabloid papers) tend to push boundaries on unspoken agreements. 

Once an embargo has been broken, other publications might quickly break the embargo as well to keep up with the competition. So, structuring your press release correctly is vital. You always want to prove to journalists and editors that you know when to use an embargo correctly.

Here are some essential tips you need to remember when writing an embargoed press release:

• Always lead with the embargo notice. Clearly state the date, time, and time zone that the news is embargoed until. 

• Write it like a news article. Writing a press release should be approached in the same manner as a journalist writing a news article. 

• Write it in the third person. It should be written from the point-of-view of an independent observer, which means no “I” or “me” pronouns. 

• Keep it short. Aim for one page of printed copy. 

• Keep it neutral. Avoid hyperbolic terms like “disrupting” or “revolutionizing.” The prose should be serious and restrained.

• Consider the target audience. Are you talking to a business audience or the general public? Use language that appeals to the audience’s knowledge level.

• Reach out to relevant journalists. Consider the type of information that would be most interesting to those media contacts or their readers.

Crafting a Hook

A good press release does more than relay announcement details — it packages information around a “hook” that keeps the reader interested. 

So when it comes to embargoed press releases, the hook needs to be impactful. It has to highlight what’s at stake or what impact will be created once the news is announced. Try to catch the reader’s eye right away with a snappy headline. 

A weak headline lacks details, fails to make an emotional connection, and will be overlooked while a strong hook instantly sparks interest and encourages the reader to continue reading. 

• Weak Hook: [Company Name] Plans to Release New Product this Summer

• Strong Hook: [Company Name] is Set to Revolutionize Your Digital Experience with the Launch of its Groundbreaking [New Product Name]

Whether it’s breaking news, an innovative solution, or a timely connection to current events, focus on a compelling angle that immediately grabs attention. 

Pro Tip: Keep it concise but impactful. Showcase the unique value of your announcement right from the start.

Find additional press release formatting information here: The Must-use Industry Press Release Format

How to Distribute an Embargoed Press Release

When distributing an embargoed press release, there are two main strategies to consider: 

1. Use a press release wire service to reach a wide audience quickly.

2. Manually pitch the release to select journalists who cover your industry. 

Each approach has advantages depending on your goals and the sensitivity of the information.

1. Press Release Wire Service 

Also known as newswires, a wire service is a press release distribution service you pay for. These platforms send press releases to a database of media outlets on your behalf. Newswires have syndication agreements with many of these publications. This means you’re guaranteed some amount of coverage. 

The downside is that these services are costly and limit your control over what publications receive your press release.

Pro Tip: choose a platform that aligns with your target audience and industry for maximum impact. Optimize your press release with strong keywords and compelling headlines to improve visibility and engagement with the right outlets.

Want to learn more about press release distribution services? Read our article: Your Guide to Press Release Distribution Services

2. Manual Press Release Pitching

Doing your own outreach gives you control over journalist and publication targeting. You’re also able to build a lasting rapport with media contacts by reaching out to them directly. 

Though this method may take more time, new technology has emerged that helps connect you with reporters more efficiently.

Pro Tip: When pitching journalists, personalize your email to highlight why your news is relevant to their specific beat or audience. Keep the pitch concise and engaging, offering key insights up front to capture their interest quickly.

Learn more about how to pitch journalists here: A Comprehensive Guide to Crafting an Effective PR Pitch [Examples + Templates]

Wrapping Up

Knowing how to produce an embargoed press release is a useful skill. It gives a publication time to prepare a complex story and cover it effectively. Also, releasing an announcement at a strategic time significantly boosts exposure!

Just remember to think carefully about whether an embargo is actually necessary, and make sure you format the press release correctly.

If you have a super important embargoed press release to distribute, let us help! Simply book a free consultation with us to get expert insight into how to start or improve your press release.