socialmedian: The Death Of The Embargo: We Won't Care

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Source: /Message

Nov 04, 2009

Summary

Brian Solis dedicates far too much text to the topic of news embargoes, while coming to a status quo ante result on their future:

[via www.briansolis.com]

The reality is that embargoes are an important and fundamental part of the news ecosystem. They mustn’t lose their stature. As such, it is the responsibility of PR to use them only when warranted and not relegate them merely as part of a day-to-day tactic in the process of PR pitching.

Leaving aside who wrote what recently about embargoes (Brian does a good job of that), I think it's important to look at the basic issue of trying to 'time' the news, which is one way to look at embargoes.

A company desires to get what they think will be the biggest bang from the release of some news, like the acquisition of a competitor or the release of a new product. The old school idea of an embargo is that if a collection of media outlets all push the news at once, then nearly everyone in the company's marketplace will hear the news. It's a carpet bombing approach, with the goal of having news shrapnel reaching the largest n

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