An embargo is an agreement between a company and a journalist that the journalist will not publish a story before a specified date and time. Companies use embargoes to share information with reporters in advance so they have time to prepare their coverage, while ensuring that no one publishes before the official announcement.
Embargoes are based on trust and are not legally binding. A journalist who breaks an embargo risks losing access to future stories from that company, but there are no legal consequences.
How to send a press release under embargo
- Ask the journalist if they accept embargoes before sharing anything
- State the embargo clearly at the top of the email: "UNDER EMBARGO UNTIL Monday, April 14, 2026, 9:00 AM CET"
- Send the full story, assets and contact details so the journalist can prep
- Send a reminder 1 hour before the embargo lifts
- Never embargo news that is already publicly traded or regulated (SEC disclosures, for example)
Related terms
- Press Release - A formal written statement distributed to media outlets to announce something newsworthy about a company or organization.
- Pitch - A short, personalized message sent to a journalist to propose a story idea.
- Media Kit - A collection of materials that gives journalists everything they need to write about your company.
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