Three embargo mistakes that cost a funding story

As a business reporter, I broke embargoes exactly twice, both times because the company made it easy. Embargoes are still the best tool for landing a coordinated announcement, but three mistakes turn them into a liability.

1. Sending it to everyone

An embargo is an agreement between two parties. Sending embargoed material to 80 reporters isn’t an agreement; it’s a leak waiting to happen. Offer embargoes only to reporters you’ve spoken to, who have explicitly agreed, and ideally who you’ve worked with before.

2. Not asking first

“Embargoed until Tuesday 6am” in the subject line of an unsolicited email doesn’t create an obligation. Always ask: “Can I share something under embargo until Tuesday at 6am?” and wait for a yes. Many reporters will decline, which tells you something useful.

3. Giving everyone the same thing

If every reporter receives the same release under the same embargo, the story is decided by whoever publishes fastest at 6:01am. Better to offer one or two reporters something distinctive, such as data, an interview or an exclusive angle, and give the broader list the news at the embargo time.

What to do instead

Map your announcement a fortnight out: who gets an exclusive angle, who gets an embargoed briefing, and who gets the news on the day. Agree terms individually. And have your CEO prepared for the calls that come the morning after, from the reporters who weren’t on the list.